“How have you been advising clients to change their digital signage messaging, if at all, during this pandemic?”
The critical note for brand messaging in any medium during COVID is one of empathy and relevance. The concurrent nature of DOOH viewership makes this sentiment more pertinent – and precarious. Setting foot outside of the confines of your home is now a loaded action, exacerbated with shelter-in-place mandates, the politicization of wearing a mask, the public debate, and the speculation around what makes for safe, patriotic or foolish behavior.
DOOH suddenly lives in this uncertain milieu. The trick for brands, as always, is to deftly thread the needle, making sure the why and what of their message delivers utility within the where of it all.