Disrupting the Scene – The Power of Out-of-Home Advertising -- Laurie Keith

Thanks to technology OutofHome OOH advertising has drastically changed in recent years creating incredible opportunities for brands to engage with consumers on the go Ten years ago OOH advertising couldamp8217ve been defined as a boring media you would drive past a billboard and see the same wallpaper message for 30 days But thanks to new tech advancements we now live in an age where the message can change based on the day of the week time of day or even the temperature in the airHowever MediaPost explains that placebased OOH advertising isnamp8217t currently a core part of marketersamp8217 media plans One of the Ad Councilamp8217s panels at SXSW Disrupting the Scene Place Based and Digital Ads took a deeper dive into this issue and debated whether marketers should think more seriously about OOH and what it could mean for their brands Below are four key takeaways from the panel1 OOH is the amp8220most apologized foramp8221 medium which is a blessing in disguiseTV and radio ads are not banned anywhere in America yet billboards are banned in four states amp8211 most famously Vermont OOH can be obtrusive and disruptive in ways that other mediums are not which is a game changer for brands looking to break through the clutterPanelist Tim Nudd Senior Editor at Ad Week showed an example of a recent British Airways outdoor campaign A London billboard was programmed to show a virtual boy standing up and pointing at an actual British Airways flight as it passed over the board identifying the planeamp8217s flight number and destination It is one thing to see an actual child pointing up at a plane but when a virtual boy on the billboard starts pointing at it amp8230 people are disrupted but also amazed2 There is a magical gap between what people expect from OOH and what they experience People expect a dynamic experience from their smart phones or televisions but when they see an OOH board they expect the same fixed reality Heineken did an incredible job creating an experience that defied peopleamp8217s OOH expectations Last summer they set up an installation at JFK airport and asked travelers to ditch their plans immediately to fly to a more exotic locale which was chosen at random The shocking ability for an ad to actually affect your physical location drove tons of buzz3 amp8220Place Basedamp8221 advertising is not bound to place and it allows consumers to feel personally connected to brandsPanelist Ranvir Gujral CEO and cofounder of Chute explained how campaigns are now creating experiences that allow consumers to actually be part of the campaign Chute helps brands develop advertising using social media content from their fansDuring the Essence Music Festival Chute set up a CocaCola amp8220Happiness Wallamp8221 using actual photos taken by people at the festival Coke commented on uploaded photos to Twitter and Instagram with the hashtag essencefest asking for consent to post them to their Happiness Wall Concertgoers loved interacting with Coke on their social media networks and were excited to see their personal photos featured on the wall Coke Brand managers said itamp8217s the only campaign theyamp8217ve done with legal implications that actually drove brand affinity4 Privacy is over What if people arenamp8217t interested in being part of an ad campaign but are organically pulled into one through responsive OOH According to Ranvir amp8220In many ways privacy is over so we should get over it Privacy is something weamp8217re willing to give up as long as what we are getting in return has valueamp8221As consumers there are things we can do to protect ourselves We have the choice to easily turn off notifications and location services on our phones For me it comes down to whether or not the message is relevant or makes me happy When OOH campaigns allow users to participate and feel excited about the experience itamp8217s a winwin for both the brand and the useramp8220The messages have become transactions for people that inspire them make them laugh and get them excited Weamp8217ve never had this opportunity beforeamp8221 explained panelist David Krupp CEO of Kinetic WorldwideWe live in a time where brands can now tell a story in which consumers can participate You can become friends with a brand and engagement with OOH is a big way to entice people to get involved Given I work at the Ad Council I am excited to see how these technological advancements in OOH can help inspire change and improve livesThere was no better followup to such a great panel than to contribute my own content to an OOH ad at Buzzfeedamp8217s SXSW party Check out the digital version hereLaurie Keith is Director of National Accounts at the Ad Council She is responsible for building partnerships and securing donated media space from 100 accounts including AE Networks Comcast Conde Nast Publications Screenvision Time Warner Cable and Viacom Networks She can be reached at lkeithadcouncilorg Check us out on Facebook at MediaBizBloggerscomFollow our Twitter updates at MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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Disrupting the Scene – The Power of Out-of-Home Advertising -- Laurie Keith

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