How Full Motion Adds a New Dimension to OOH Advertising

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From Out-of-Home (OOH) to social media, the advertising industry is seeing technical innovation at every level, driven by the importance of video. Everything from Instagram stories to online banner ads are leveraging eye-popping videos to grab consumers’ interest and engage audiences with ever-shrinking attention spans. OOH advertising, traditionally dominated by static billboards, is also starting to take advantage of new technology from LED lights to real-time data integration in order to build larger-than-life, full-motion video ads for the most visually striking and attention-grabbing outdoor ads that the industry has ever seen.

According to OOH Today, there are more than a million OOHdisplays in the U.S. ranging from billboards to bus shelters to taxi displays. However, only a fraction of those have digital capabilities, with an even smaller number offering full motion. Digital signage can be changed out more quickly than traditional inventory and can offer more vibrant colors, but it is still no match for full motion video. A recent study from Ocean and Neuro-Insight U.K. looked at the impact of full motion video in the digital out of home (DOOH) space and noted significant results: Full motion video campaigns have 2.5x greater impact on consumers than static content, delivering engagement closer to what we see in traditional broadcast advertising. The study notes that full motion drives more “peaks” of responsiveness, which is the marker of brand effectiveness, compared to static content. In other words, full motion video is a much stronger way to build emotional connections with consumers.

Knowing the effectiveness of full motion video, how can marketers take advantage of full motion-enabled DOOH inventory? It’s possible to show short movie and TV trailers, commercials, news clips, sports highlights and other video content on equipped signage, but brands can also begin to create original content targeted to specific locations. Advancements in programmatic capabilities take this even further, allowing media buyers to take advantage of specific drive times, local events and other factors to make the most of their ad spend.

Digitally-integrated capabilities also offer a lot of excitement for full motion outdoor campaigns, as marketers can change the visual content based on real-time traffic and weather feeds, social media conversations, mobile geo-targeting and much more. With full motion, brands can do more than just quickly update a digital still image based on this data, instead bringing in personalized animated characters, dynamic infographics, and more.

Synchronization across multiple boards is also an exciting new advancement in the DOOH space. Having a synced network allows brands to amplify their message, reaching the same consumer twice or more in quick succession, which is of course made all the more powerful if that message is delivered with full motion video.

Lastly, OOH marketers and signage operators need to keep the local community in mind to ensure that consumers find value in our displays, rather than blight. Full motion video can be a stunning way to enhance beautification efforts in local communities, bringing in striking digital art or soothing landscape videos when there is a break in inventory. Depending on location, equipped signs could even broadcast a live feed of the local parade or outdoor concert, making events more accessible to the community.

We know that full motion video is the future of DOOH advertising, and the creative capabilities will only continue to grow. It’s an exciting time for marketers as the once-inert outdoor space is finally seeing a true shakeup.

About Author

Scott Krantz is the founder and CEO of WOW Media, operators of the only full-motion billboard network in Los Angeles. He has more than  20 years of experience in the OOH space, previously founding Mediacom, where he built a network of 500 transit shelter displays across L.A., and On Campus Media, which he built into the nation’s largest college television network with more than 400 campuses reached.

2 Comments

  1. Hardly surprising that full motion video tests better than static or roadside digital. This is why Departments of Transportation largely ban full motion video displays on roadways for fear of driver safety. DOOH’s true win-win is not only full motion video but also that it is targeting pedestrians, who have longer dwell times versus someone in a car.

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