With proliferation of digital LED and LCD screens they have become attractive for large corporations both as a brand recognition method and as a way to organize advertising campaigns. Previously only outdoor advertising tended to be digital. Today a digital advertising campaign may be carried out in the streets and inside public and usually crowded buildings.
As a result, the size of potential audience grows and the production cost of video-based content shrinks. Although video materials need to be adapted to diverse types of screens (both in software platforms, in size and dimension, at times in unusual screen shape), this creative adaptation is much cheaper and less time-consuming compared to actual production of video clips. To start a comprehensive advertising campaign, one needs only to evaluate potential audience, determine broadcast cost and consumer priorities, optimize spot length and frequency on various OOH screens.
A closely related topic is conducting cross-platform video campaigns on DOOH screens. As always, the efficiency of an advertising campaign is determined by the audience size and frequency of displaying the brand name. Not so long ago this would apply only to the TV and printed mass media. Today the focus shifts to digital cross-platform media from outdoor LED screens to LCD panels in public buildings and on transport. Traditional advertising methods cannot provide maximum audience coverage, and campaign planners boldly experiment with new channels of advertising placement, primarily digital, since they ensure fast and highly deliverable ad campaigns.
Advantages of digital cross-platform media
Reasons for joining digital media in one project are compelling. Primarily, it’s Internet/All networks use different screens, in different locations – but all have the common denominator: Internet-based IP device.
Naturally, running a multi format advertising campaign requires extensive preparatory work: integration of diverse screens in a single advertising plan, optimizing the frequency of clips on screens, receiving accurate reports etc. However, the numerous advantages of this approach justify an amount of work on such planning. Digital carriers are more effective in bringing advertising to the target audience. To ensure fast return-on-investment, manufacturers and resellers must reach a specific audience. Wide coverage of a uninterested audience is of no use when the plan is to sell goods or services. In these conditions digital OOH help shift the focus to a clearly defined and well-targeted consumer group.
Up till the present time the technical capability of networks to run on-line broadcasts has been mostly in low demand. The only exception are the sports events that at times are shown on large outdoor LED screens, both permanent stationary installations and rented. This category also includes outdoor advertising zones similar to Times Square in New York where breaking news is shown on a daily basis. Nonetheless it’s obvious that the option of on-line broadcasting on modern digital video platforms will play an increasingly important role as technology matures.
As a result, our perception is tuned to digital media, we are getting more receptive to video advertising compared to printed media. This is the reason why standard billboards are gradually transferred into electronic boards and digital panels, in metro, in public buildings, even in elevators. Statistically, 30% of smart phone owners start an on-line search after seeing an interesting OOH video advert.
Since we all live in this digital era, the advertising must also be digital. This is inevitable, this is a stable tendency supported by fast progress in digital technologies. The screens are getting bigger in size and better in quality, more energy-saving and environment-friendly. What a pleasure to watch advertising on such good screens.