How DOOH cleverly "overcomes" the limitations of OOH and excels in the era of advertising innovation?
Technology is the keyDigital Out-of-Home (DOOH) is taking the advertising world by storm, delivering innovative experiences powered by cutting-edge technologies like AI, Big Data, and Machine Learning.
How are major brands currently using technology in outdoor advertising?
AI: Powering Up Advertising Campaigns with Intelligent Insights
The utilization of LED screens on buildings, train stations, and other public areas has generated significant visual attractions and captured public attention. However, grabbing the attention of customers demands more compelling advertising formats. AI technology is not only being harnessed to optimize the effectiveness of online advertising but is also unlocking entirely new creative approaches for outdoor advertising.
1. Customer insight
Powered by strong data analytics capabilities, AI technology enables advertisers to gain a multi-dimensional view of their target audience, from interests and browsing behaviors to other relevant data points. This allows advertisers to create highly personalized messages, visuals, and experiences that resonate with the specific preferences and needs of each demographic group.
Nike is an example of a company that effectively utilizes runner data from their website to create targeted outdoor advertising campaigns tailored to specific groups, such as professional runners or beginners.
2. Achieve the goal
Is it possible to deliver ads to the right people at the right time? Absolutely.
Hjärtat, a pharmacy chain in Sweden, has implemented a unique smoking cessation advertising campaign that combines digital campaigns with smoke detectors. This way, Hjärtat was able to market smoking cessation products directly to smokers in Sweden.
3. Real-life experience
AI (Artificial Intelligence) empowers the creation of interactive display ads, enabling viewers to directly engage with advertising content. This technology opens up a realm of possibilities for brands to connect with their audience in a more meaningful and impactful way.
As an example, McDonald's in the UK ran a creative campaign to promote their summer drinks, strawberry lemonade and milkshakes. The campaign used dynamic ad content that was adjusted based on the weather.
(Image source: grandvisual.com)
4. Voice recognition
Voice recognition technology powered by artificial intelligence is another powerful tool that empowers advertisers to deliver impactful messages.
McDonald's Singapore has teamed up with Leo Burnett Singapore for the "Scream for Ice Cream" campaign, launching an interactive digital screen at Funan Mall. The campaign encourages customers to scream their loudest to receive a free Hershey's ice cream cone. The digital screen uses sound technology to react to the volume of the scream, transforming a regular vanilla cone into a Hershey's chocolate cone.
Big Data - Treasure Trove of Data for Precise DOOH Targeting
1. Data migration
Big data can be seen as a "treasure map" that reveals the locations of potential customers, enabling businesses to enhance engagement with their target audience.
Grab utilizes big data to identify areas with high concentrations of users during peak hours. This allows them to strategically place advertisements in prime locations, effectively capturing the attention of potential customers.
2. Show at the right time
Leveraging a vast trove of data on consumer behavior, weather patterns, traffic conditions, target markets, and trending topics, big data empowers advertisers with comprehensive insights to craft tailored advertising strategies that resonate with the specific context.
The "Audi as your Sixth Sense" campaign is a brilliant demonstration of how data can be used to enhance DOOH (Digital Out-of-Home) advertising. By leveraging traffic, time, and weather data, the campaign triggered contextually relevant content on roadside screens, promoting the various assistive features of Audi technology.
(Image source: mediaplusint.com)
Machine Learning - Self-learning for DOOH campaign optimization
1. Expense optimization
To optimize advertising resources and budget effectively, only through Machine Learning can advertisers easily "understand" the emotions and behaviors of their target audience. In fact, Machine Learning can save 50% of the time and cost of deploying advertising campaigns and increase sales by 30%.
2. "Interactive billboard"
Machine learning helps uncover patterns, gain valuable insights, and make accurate predictions from massive data-sets.
Acadia GMC has employed facial recognition technology to create engaging digital signage with dynamic content. Cameras on the digital displays, powered by artificial intelligence algorithms, can identify the viewers' demographic group (age and gender), and based on this, display one of 30 targeted video ads to the viewers.
This campaign is one of the first to demonstrate the potential of Machine Learning in digital out-of-home advertising. GMC harnessed the power of DOOH (Digital Out-of-Home) to personalize its content and create one-to-one ad experiences.
(Image source: kioskindustry.org)
Machine learning is transforming the way outdoor advertising works by automating manual processes, enabling advertisers to make more effective investment decisions and minimize risk.
GOADS - Creating brand awareness through roadside signage
According to statistics from HCM City National University Publishing House (2023), motorbikes are the dominant means of transportation and also the star in the urban wave, accounting for more than 90% of total personal vehicles. Specifically, 74 million motorbikes are currently in circulation and there are 25 million trips each day.
Seizing this potential, GOADS has been developing step by step, making maximum use of technology applications in digital outdoor advertising on motorbikes.
GOADS: Beyond a mere DOOH service, it's a breakthrough powered by AI, big data, and machine learning. Unveiling an unprecedented model in Vietnam - LED screen advertising on motorbikes.
We are confident that with the cooperation and companionship of our valued customers, we will contribute to creating impressive and successful DOOH campaigns, helping to take your brand further and achieve even greater success. Contact the GOADS team today!
Book digital out-of-home (DOOH) advertising with GOADS now!⭐️
GOADS is the leading provider of motorcycle advertising services in Vietnam. We have a vast network of drivers equipped with high-quality LED screens. With a professional team experienced in executing installation and implementing effective DOOH advertising campaign management systems, GOADS guarantees to provide customers with the most satisfying advertising experience.
GOADS Media Technology
▪️ Head Office: 57 Street No. 7, KDC Cityland Center, Ward 7, Go Vap District
▪️ Phone number: 0945318968
▪️ Email: contact@goads.vn
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