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There’s always been a time and a place for OOH – but contextual data is unlocking smarter ways for advertisers to better integrate with communities. Here are three ways to do it.
Alight Media sponsor the OOH Awards
You could say buying out-of-home (OOH) media is like buying a house. Every good realtor knows that the number one rule in real estate is location, location, location. Every savvy marketer knows that with OOH, location is key. But location alone is not enough. With more sophisticated targeting thanks to advancements in digital out-of-home (DOOH), advertisers have a unique opportunity to build human connections and engage communities.
“OOH is well known for helping build brands and audiences on a national scale in a cost-effective way – we shouldn’t ignore that,” says Ged Glover, chief revenue officer, Alight Media. “But we should agree that DOOH has opened a whole new world of targeting sophistication for individual campaign objectives where location, timing and context are key.”
These are themes that shone through at The Drum Awards for OOH 2022, with the top multi-winning campaigns proving that while the right location is foundational to success, there’s even greater potential for advertisers who are willing to get smarter with data, technology, creativity and contextual targeting techniques to drive campaign effectiveness and real business results.
Serving customers and communities a little better every day is fundamental to Tesco’s business strategy and purpose. Its ‘Together this Ramadan’ billboard campaign set out to support the Muslim community during Ramadan, while educating and raising awareness among non-Muslims.
Smart data via Kinetic Journeys/ONS was used to precision-plan east-facing sites within key Muslim hotspot areas, with careful consideration taken to avoid stores and venues that sold alcohol. The creative worked in perfect harmony with the media placement, displaying a fasting and non-fasting message using the latest day-and-night digital technology based on the specific time of sunset at each individual location, with 100% accuracy.
The campaign saw a 275% uplift of Tesco and Ramadan mentions on social media and was applauded by Muslims and the wider public. The agency collective behind the campaign (Kinetic, Mediacom, BBH, DOOH.com and The Unmistakables) took home the Grand Prix and ‘Best Use of Digital Technologies’ accolades at The Drum Awards for OOH 2022.
The ‘I’m Here’ campaign from Forever Beta was a prime example of humanizing media to show how technology can bring people together, not set them apart. The campaign saw The Big Issue’s iconic red jacket redesigned to incorporate geolocation beacons which tracked its street vendors’ movements as they walked along the street. When the individuals were within a certain range, DOOH screens were triggered to point people in their direction, down to how many meters away they are at the time.
Beyond direction and distance, once triggered, each screen also portrayed the movements and emotions of the street vendor (captured in the studio) to ensure the OOH was as reactive as it could be. As a result, the campaign achieved 460K daily impressions and sales increased 400%.