With millennials comprising 65% of the total population of the country, India is expected to be the youngest country in the world by 2021. With the rising purchasing power of the youth, consumer spending is expected to rise to Rs 268 lakh crore by 2020. 50% of the contributors to this number are the millennials who spend a good deal of their time in the commute. The OOH industry has no choice to embrace newer technology to catch the eye-balls of the new-age netizens in the streets. Therefore, a bridge between digital and OOH is quite indispensable. Thankfully, a number of technological innovations have paved the way for the rise of a new brand of outdoor advertising and it’s DOOH or digital outdoor of home advertising, Let’s have a look.
Geo Fencing
This is an affordable location-based tool that sends a text message to consumers as they arrive at a preset location. It allows you to administer a trigger whenever a device enters the boundaries of an OOH advertisement as defined by the administrator. By integrating smartphones with billboard advertising or transmit media advertising high sales revenue can be generated, which helps marketers and advertisers to boost sales while cutting down expenses on advertising. Better results can be achieved if the advertising is niche and personalized, and that’s exactly what geo-fencing aims at.
New York based ice cream store, Van Leuween pretty much nailed geo-fencing with their excellent hyper local advertising strategy. The store allowed mobile payment to the customers via the PayPal app. Through the geo-location feature of the app, the Van Leuween detected when customers came near their stores and enticed them with deals and offers.
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Beacons
Battery powered devises that send beam signals to smartphones and tablets using Bluetooth connections, beacons can cover a range of around 300 feet. Beacons can prove to be very useful for brand engagement and driving sales if installed strategically. Retailers and marketers can find them useful for extracting information such as which products have been observed by the customers or how long have they spent at different aisles.
Digital signage
A very effective targeted advertising tool for OOH media is digital signage that broadcasts content such as digital images, data, and streaming media by combining LCD, LED and projection. Extremely effective in restaurants, hotels, stadiums, retail stores, transportation systems, and public spots, they provide high engagement for outdoor advertising. Believed to increase retail footfall by 80%, interactive digital signage is a crucial tool to create curated customer experiences. Transmit media company LitCabs, who is the first to introduce kaali-peeli taxi top advertising in Mumbai.
plans to go digital with their back-lit panels. With a combination of geo-fencing and digital signage, LitCabs will be able to change its panel advertising according to appropriate locations.
In 2017, Nutella provided adverts to its customers according to their moods. The signage monitored the facial expressions of the shoppers and changed its visuals accordingly. When shoppers didn’t engage with the signage directly, it displayed communication based on the number of people passing by with messaging such as “Look at thus dynamite duo!” or “You look stunning, Did someone say selfie?”
plans to go digital with their back-lit panels. With a combination of geo-fencing and digital signage, LitCabs will be able to change its panel advertising according to appropriate locations.
Near-Field communication
Near-Field Communication, popularly known as NFC is a form of wireless communication that is used in a short range. NFC enables the consumers to unlock tags on billboards, electronic payment devices, magazines, and digital signage OOH advertising. The content displayed upon unlocking the tags is demography based, making most of the targeted advertising. It makes for good leverage for the brand since the cost of NFC chip is low. The customer, on the other hand, gets access to mobile content, payment options, vouchers, contact info and more. The customer only has to put his NFC enabled device close to the advertising installation and information can be beamed straight into his phone memory. NFC could be used fantastically for experimental outdoor advertising as illustrated in this video.
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