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We all know the marketing rule of seven – a consumer has to be exposed to a message about seven times before it starts to sink in and influences a decision. Whether or not as a marketer you choose to believe that, the worst thing possible that can be done in a scenario for outdoor advertising is to increase the number of screens or spots solely to force more exposure.
The question to be asked here would be how to ultimately increase digital screen effectiveness and engagement without having your target audiences being overexposed to the same messages.
First of all, it is important to note that whilst similar – digital screens and digital interactive screens are not the same. When considering the differences between these two, the standard OOH media terminology would define digital interactive screens as advertising alternatives that drive dynamic, intimate, and long-lasting brand relationships with a consumer.
One expert example of how this was done was through NCDV’s digital billboard campaign against domestic violence. The ad relied on every day commuters Euston Station being exposed to a digital ad of a man screaming at a woman.
Audiences were then urged to log on to NCDV’s website to virtually ‘drag’ the man away; in which they could also see the image of him in the station being dragged away in real-time.
The basic objectives of OOH media would be to maximize impact and convey a brand’s message, but interactive screens take the extra mile to that measure! So what are some of the benefits of executing interactive screen campaigns?
Generate Organic Buzz
Now that you’re all caught up on the importance of digital interactive screens –what’s next? As always, the vast world of OOH media dimensions and innovative tech is always growing, so there are many ways you can successfully reach target audiences beyond sharing website links.
QR codes have always been a popular and effective method of getting audiences to interact with the brand behind the digital screen display.
In other news, RFID codes have also become increasingly used by OOH media digital screen marketers.
Take the #LookingForYou campaign by Battersea Dogs & Cats Home, for example. It introduces crowds walking past screens in a location to a shelter dog that lovingly follows them around; after they’ve received a pamphlet with an RFID code detected by the digital screens.
Human emotion, buzz value, and a straightforward message.
If done in this same way, there is no doubt that your interactive digital screen campaign would exceed all expectations and go beyond advertising exposure to create a meaningful impact on your target audience. Related Article: Programmatic DOOH – Right Ads to the Right Audience!