Brands are using Outdoor Advertising to Drive Engagement beyond Digital Platforms
Digital Out-of-Home (DOOH) media is becoming a big draw for startups and primarily digital brands who are looking to boost awareness. This is being driven by the increasing saturation of advertising content on digital platforms. To add to this, these platforms are becoming more competitive, which in turn means higher CPMs.
In DOOH screens these brands have the perfect canvas to amplify interesting content that, in the past, would have only lived on social media platforms. In this article, we’ll explore some examples of how brands have leveraged DOOH to drive more engagement for their digital and especially user-generated content.
Case Study: Candy Bar Brand Amplifies Branded Content Created by Users
A candy bar brand was running a digital campaign where users could take selfies and use filters to modify their images to show how they’d look when they were in a certain mood - angry, tired, bored, and so on. The brand connected this campaign to spectacular DOOH screens across Kuala Lumpur, Malaysia so that the best of these images could be broadcast to a wider audience.
The campaign used dynamic creative templates that would automatically update with the latest user generated pictures curated by the brand’s marketing team.
The integration of the DOOH campaign to this primarily digital campaign enabled the brand to reach more than 2.7 million more additional impressions beyond digital.
Case Study: Pizza Delivery Brand Shares the Love
On Valentine’s Day 2020, Domino’s created an on-ground experience with DOOH as the centrepiece. The iconic “Cube” screen in Kuala Lumpur, Malaysia was taken over to share thousands of heartfelt messages.
Users would be able to enter a simple message through Domino’s online presence and that same message would be broadcast on the big screen. Users who passed by the venue and shared their messages were also able to sample pizza slices at the experience. More than 8,000 messages were shared on the Valentine’s Day portal and broadcast on the screen.
Why DOOH Advertising and UGC Work So Well Together
DOOH advertising provides a unique opportunity to reach consumers in real-time, at the right place and time, which has proven to be highly effective in complementing other media channels. By using dynamic creatives, DOOH campaigns can be highly targeted and personalized to the viewer. This creates a more relevant and engaging experience, which is essential to capturing the attention of today's distracted consumers.
UGC, on the other hand, allows brands to tap into the power of their audience. When consumers share their experiences with a brand on social media, they are essentially becoming brand ambassadors. By featuring user-generated content in DOOH campaigns, brands can humanize their message and create a more authentic connection with their audience.
Moreover, the use of UGC in DOOH campaigns has proven to be highly effective in driving engagement and participation among social media users. By showcasing user-generated content on high-reach DOOH screens, brands can extend the reach of their message and create a truly integrated marketing campaign.
If you're looking to boost engagement with your advertising, consider incorporating UGC into your DOOH campaign. By doing so, you can create a more personalized and engaging experience for your audience and drive real results. And with experts like Moving Walls at your disposal, you can rest assured that your campaign will be executed seamlessly and effectively.