Located on the streets, in transports or in stores, DOOH (Digital Out-Of-Home) is a form of outdoor advertising that allows brands to display their products in an original and interactive way. Wherever it is placed, it has the power to interest, intrigue and engage consumers with the brand.
And DOOH is emerging more and more, according to an article in AdAge, digital out-of-home advertising will grow faster globally than other advertising media, while PricewaterhouseCoopers predicts that the share of investment in digital out-of-home advertising will increase by 15% each year, exceeding the growth of traditional media by 2020.
Social networks, a complementary media to DOOH
While DOOH is growing, social networks – from Instagram to Facebook, Twitter to Youtube – are simultaneously evolving and have become essential tools for any company wishing to promote its activities.
The strengths of social media advertising lie in the targeting, engagement and direct communication they provide to brands. However, as a company, it is easy to miss your campaign. Many online ads are simply not seen. Google has estimated that about 56% of digital ads are never viewed. Considering that +61% of web traffic is non-human ( ? bots), this significantly reduces the likelihood that your ad will reap the expected impact. According to a Posterscope study, integrating OOH into a social campaign can increase its reach by up to 203%, reaching a wider audience, beyond our computer screens or laptops.
And it also works the other way around. Integrating user content (UGC) from social networks into a digital display increases the visibility of a DOOH campaign by +40% (EngagementZone) and its reach is multiplied by the virality of Web 2.0. At ELISE Tech, we measured on all our operations that the User Generated Content displayed within DOOH campaigns allowed an audience extension of +49% compared to a traditional campaign.
TF1’s Out-Of-Home Social Media Campaign, powered by ELISE Technologies on JCDecaux screens
The merger of these two media, called Social Media Out-Of-Home, allows marketing departments to engage their audience, give them a voice and make them real ambassadors. The possible microinfluence on social networks is therefore shifting to the physical world to capture an ever more active audience. And unlike the use of QR code or other NFC technology, more than 59% of French people are familiar with these platforms on a regular basis and know how to use them. Interaction is therefore facilitated, for a personalized experience that increases audience engagement and campaign noise.
Consumer participation through the use of hashtags also provides access to data that helps to better understand your physical audience. The combination of mobile and DOOH display makes the measurement of efficiency and ROI more effective, particularly through social listening tools. Who are your influencers? How many interactions have been generated? What are the most important themes addressed by the campaign? Where is my most active target? All these questions can now be answered with embedded Social Out-Of-Home solutions.
What are you waiting for to try out these new technologies? Simply integrate social networks into your campaign by contacting us here.
