Ask the Board – January 9, 2017 | KENNETH BRINKMANN


What should be kept in mind when implementing a social media component for your digital signage network?”

The opportunity exists for marketers to integrate innovative social media elements into their OOH campaigns to drive deeper engagement and derive increased results from a medium that has traditionally been difficult to measure. For social media marketers, OOH should be seen as a nascent and relatively untapped frontier.

So we know that social media has trickled its way into some OOH campaigns, but the applications to date have been fairly simplistic. A social integration might include live Tweets posted onto a billboard in Times Square, for example. OOH has been fighting for years to get people to take pictures, scan, text, call and much more with panels and billboards with – let’s be honest – very little success.

Recent developments and advances in OOH, such as the ability to design campaigns that integrate mobile, dynamic and interactive technologies, and availability of mobile data means that the social media and OOH channels have the opportunity to become more intertwined and more powerful. When utilized the right way, social media can increase performance of OOH, increase engagement, lead to more footfall and generate tons of earned media.

Marketers just beginning to look at OOH as a new vehicle should consider the following roles social can take inside OOH campaigns in the future:

Social data to inform location-based targeting

Mobile social datasets are enabling audience buying and targeting. The details of these audiences, from both an interest and psychographic standpoint, can be very useful in helping inform content strategies, ensuring that the right message is in front of the right audience in the right location at the exact right time. We are now seeing the first emergence of mobile social datasets that offer Geo-Location data with a proximity down to 100 yards. The close proximity is perfect for OOH and allows us to actually target very granular segmented audiences.

Seed engagement in OOH by use of social

Historically, OOH has been a broadcast medium—a creative playground for marketers and a vehicle for amazing stunts and one-offs that create word-of-mouth and earned media. Truth be told, however, true engagement has been elusive. Social media has the capacity to change all that by serving as an engagement funnel for location marketing, helping to amplify campaigns. A great example of this is the social media-driven engagement campaign by Curry’s PC World in the U.K., where social was used to create engagement with the audience. OOH was the platform that delivered unique experiences, while also delivering coverage. The result when intertwining channels like this is generation of a ton of earned media. What started in social moved into the physical world in DOOH and came back to social as earned media.

Increase performance of OOH

There has been a technology revolution in the OOH space in the last two to three years, and the rise of dynamic delivery of campaigns is transforming the industry. These capabilities come in handy when we are targeting multiple segments (which most campaigns do). Online and digital campaigns have been delivered by use of sophisticated data triggers and based on audiences for years. We are seeing the same metrics in the OOH industry now, which essentially means that the digital strategy of any marketer now can be moved into the physical world.

Inform content strategy

We know that human attention spans have decreased (goldfish actually have greater attention spans than humans now). This became especially true after 2007-2008 with the rapid growth of social and digital media. We consume more impressions every day – and at a higher pace – so if we are not being relevant to the audience and the context in which our impressions are served – we will be ignored! Interests trending in Brooklyn right now are not always the same as in the Bronx, Lower Manhattan, upstate, etc. With rich social data at hand, we can actually become hyper local and serve content that relates to what people in defined locations are talking about, or what is trending digitally in those local areas.

About Author

SVP, group Director of DOOH
Posterscope USA

Advertising & Brand Council

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