And with an online portal in our hand and pockets, OOH can influence search and purchases instantaneously and ‘on the go’. Insights shows nearly a third of Irish adults have either researched or purchased a product/service online via their mobile phone after seeing an OOH ad (TGI 2020).
Flexing those Creative Capabilities
With digital OOH’s flexibility and adaptability to change messaging quickly as required, dynamic OOH can connect with consumers by allowing brands to respond quickly to a change in circumstance.
With the ability to display dynamically changing messaging and content, advertisers can deliver various creatives based on real-time information alongside the advertisements. This kind of dynamic content can help the medium deliver messages that piques the consumers’ interests while maximising value for advertisers.
Utilising PML Group’s Liveposter platform to create event-based communications, advertisers can produce even more relevant and ‘in the moment’ content to drive action. Using variables such as sales countdown, promoting deals and stock availability to name but a few, OOH can drive stronger engagement with consumers in the physical space.
The ‘Moments of Truth’ research, a collaborative study from Posterscope, Clear Channel and JCDecaux in the UK, shows how live updates which could include features such as a countdown, limited stock availability or social proofing are more memorable and relatable to audiences.
Measuring memory encoding, these types of content variables are more effective at driving increased brain response (+22%) with both sides of the brain perceiving a reason to encode this information, driving it into memory. By creating urgency or having an element of social proofing e.g. the number of items recently purchased, viewers identified closely and emotionally with the details in the ad. The study also reveals how the use of contextually relevant messaging delivers an average +17% uplift in Digital Out of Home campaign effectiveness.
With a strong societal narrative encouraging online shopping and to click Irish, audiences are already primed to look out for value and brands who operate in the retail space.
Using the data points collected in our Now Near Next series along with our bespoke planning tools such as Pinpoint and Locomizer, we can identify OOH hotspots to help brands take advantage of available audiences and provide the best return on investment by select sites, locations and environments that deliver the highest impact.
As demonstrated above, OOH is an effective way to reach and influence consumers, marketers who include OOH in their media mix can greatly benefit from this offline-to-online channel and build a more connected consumer journey in the coming weeks.