Reach Millions on the Move: The Power of DOOH
In today’s fast-paced world, where consumers are perpetually on the move, brands face an unprecedented challenge – how to effectively reach and engage audiences amidst the constant barrage of digital distractions? Enter Digital-Out-of-Home (OOH) advertising, a powerful medium that has evolved to become an indispensable tool in the modern marketer’s arsenal. From towering billboards to eye-catching transit ads, DOOH seamlessly integrates into the daily lives of consumers, offering unparalleled opportunities for brands to captivate audiences on the go.
Contextual Relevance: The Key to Engagement
Effective OOH advertising extends beyond mere visibility; it hinges on delivering contextually relevant messages that resonate with the target audience. By leveraging data-driven insights and tailoring messaging to specific locations and audience segments, brands can forge deeper connections and elevate the impact of their OOH campaigns.
One impressive example of using smart creative and data, was a campaign deployed by Moving Walls in the Philippines for McDonalds. McDonald’s used dynamic DOOH to unlock deals based on real-time weather conditions in the Philippines.
McDonald’s was promoting a ‘crave and claim deals’ campaign where selected offers would be displayed on digital screens based on weather conditions. This campaign was also running on their mobile, app reinforcing brand messaging throughout the campaign period.
The multi-faceted campaign used live local weather, multiple deal creatives, and multiple screens across seven locations. The campaign was executed through the Moving Audiences (MAX) platform.
McDonald’s generated close to one million impressions in just 10 days and resulted in a 9% increase in foot traffic to McDonald’s locations. By integrating dynamic DOOH, the brand app, and digital ads with live weather data, McDonald’s successfully engaged users and promoted time-sensitive offers.
As witnessed above, with creativity and data becoming increasingly intertwined, there’s a significant opportunity for brands and marketers to more effectively utilise DOOH as a creative canvas to reach their target audience.
Beyond its attention-grabbing capabilities, DOOH offers unparalleled opportunities for creative storytelling and immersive experiences. By seamlessly blending dynamic visuals, interactive elements, and location-based data, brands can craft narratives that transcend traditional advertising boundaries.
A captivating DOOH campaign such as McDonald’s adapted its messaging based on real-time factors such as weather conditions delivered hyper-personalized content that resonates deeply with the target audience. This level of contextual relevance not only enhances engagement but also fosters a sense of connection between the brand and the consumer, creating lasting impressions that drive brand loyalty and advocacy.
Building a Comprehensive Marketing Strategy
The power of OOH advertising lies in its ability to captivate audiences during their daily journeys. With its unparalleled reach, contextual relevance, and innovative DOOH platforms, OOH has cemented its position as an indispensable component of modern marketing strategies. As brands navigate the ever-evolving advertising landscape, embracing the potential of OOH advertising will be crucial in capturing the attention of consumers on the move and forging lasting brand connections.
Moving Walls, a world-renowned AdTech company, specializes in innovative out-of-home (OOH) media solutions. By leveraging our tech stack brands can launch audience-based OOH plans, and programmatic DOOH campaigns, and access post-campaign reports, ensuring maximum reach and engagement for every adspend.
Talk to us today, to learn more about how you can create a compelling campaign!