Creativity and Digital Out-of-home

It is increasingly common to find interactive content while browsing the internet or walking around the city. The interactive content allows a greater experience for the user since the human being likes to interact, in addition to the interaction the brand obtains a more reliable feedback and greater visibility. Interactive content is considered to be the future of marketing, which is why we will now talk about street marketing as one of the most striking examples of interactive content marketing.

The art of Street marketing

Street marketing is a set of marketing strategies and techniques carried out on public roads with the aim of creating a greater impact among consumers. What makes the difference compared to other types of campaigns is that many times people interpret it as an experience and not as advertising, allowing people to interact with the content of the advertising. Today users are looking for something more than simply being attracted to a brand, what they really want is to live an experience with the brand, to feel part of it. For this reason, these are usually campaigns with a high degree of creativity and interaction with users, in order to stay longer in their memory. Street marketing allows you to create more attractive content through the use of technology, personalization, augmented reality, interactivity, etc. In the coming years there will be a greater number of external digital formats, being one of the most unalterable media due to its capacity for digital interaction in a purely physical world. In a dynamic world like the one we live in today, traditional marketing gave way to a more interactive marketing that shows us that promoting a product is much more than showing its image repeatedly. The results obtained with street marketing can bring great benefits for the brand, as long as creativity and innovation are present in the action.

Digital out of home

Street marketing is part of Digital Out Of Home, which is about outdoor advertising but with the use of technology. This revolutionized the way of displaying advertisements outside the home, with the implementation of digital displays that allow the inclusion of videos, interactive advertisements, QR codes and more, providing an attractive and dynamic interaction with customers. Advertising away from home has a main objective that is to attract the attention of users who are circulating in cities. Studies show that we process more than 60,000 thoughts every day and receive between 3,000 and 6,000 advertising hits a day. Therefore, that a user remembers us is more and more complicated. This forces us to have the maximum possible presence both online and offline to maximize the brand image. And it has numerous advantages.

Boost to programmatic purchasing

Advertisers can now buy programmatic outdoor advertising, the Digital Out of Home becomes targeted, making it possible to personalize advertising messages based on different variables. Previously, this was a process between the advertiser, the digital marketing agency, and the OOH owner. The purchase of OOH spaces has been automated and is available to purchase instantly. Advertisers can now seamlessly create campaigns across multiple channels and media, including OOH. This real-time purchase also makes it easy to use your own and third-party data sets. Integrating this into campaigns can have the same effect that it has had in the world of digital marketing, that is, maximizing personalization and increasing campaign ROI. Some examples of success in DOOH are British Airways turned each of its flights into something magical, Coca-cola Zero Sugar giveaway quiz at Olso bus shelter and Desigual Night Run

The future of DOOH

Ultimately, it is time for digital marketers to start thinking about DOOH Marketing actions and dedicate time and resources to it in proportion to those they allocate to other digital media. After the success stories presented, it is clear that only the extremely striking nature of this type of advertising action is now a fantastic advantage for advertisers.