The Two Future Mediums of Advertising

I imagine a world in the near future where advertisers will have two primary mediums 1 devicebased advertising related to your mobile phone tablet wearable or digital voice assistants like Alexa and 2 outofhome amp160In this new world it will be harder than ever to stand out and thatamp8217s why the art of brand building has to involve interactivity and brand advocacy and will be fundamental to successful advertising campaignsIamp8217ve discussed before how the shift in advertising has moved from exposure to engagement and advocacy amp160Over the last several years outofhome OOH has added predictive social and geotargeting abilities which takes audience targeting one step further by giving brands data on their audience so they can make stronger relevant connectionsMeanwhile television continues to lose its relevancy and after years of declining revenues 2019 is predicted to be the year that digital ad revenue outpaces televisionamp8217s ad revenueamp160 Eventually digital ads will be displaced by the next emerging platform voiceenabled devices which are expected to make their way into more than half of US households by 2022amp160 Advertisers will develop new strategies for voiceenabled devices that not only serve consumers personalized ads but are able to facilitate shared experiences to groups of consumers the way television had been successful with sports programming and the way OOH continues to captivate audiences in the wildCreating Cohesion in Advertising During the Digital EraHow brands connect with consumers has fundamentally changed over the last 20 yearsamp160 As advertising targeting has become more sophisticated consumers have come to expect that their content and advertising is customized personalized and digitizedHowever few brands are serving the same user experience to their audience amp160Depending on geolocation audience demographic and past engagements different ads are served up to different audiences at different times amp160And while this does create a more personalized experience it also leads to a disconnect in a collective experience amp160Creating a collective experience is essential itamp8217s what enables a message to become universal to go viral or even to become a meme because we all have the same point of reference to shareSo what can brands do to create an en masse shared user experience amp160Advertisers are finding that OOH is one of the most effective tools to streamline the user experience amp160When commuters see an ad on the subway for example the experience of the ad is not only shared but is a collective experience amp160As we shift towards a twomedium world in advertising the consistency of user experience will be more important than ever to drive messages home to consumers particularly as we move towards a voicedriven worldContextual Relevance and Increasing Engagement in AdvertisingAs brands design OOH campaigns to be hyperlocal and contextually relevant to their audience they must also think about driving intent and marketing fulfillment amp160Whether itamp8217s leveraging data to create locationspecific OOH campaigns like Spotify has done to showcase usersamp8217 top songs and favorite artists or making a big statement through station domination on your competitoramp8217s turf like Pepsi did in Atlanta during the Super Bowl advertisers are driving engagement by creating momentintime events and IRL connectionsThrough geofencing OOH is also able gather anonymous data from your audience amp160When consumers see an OOH advertisement at an amusement park or at a movie theater advertisers can glean insights from their audience to refine and create messaging that is more personalized amp160As this occurs the user experience becomes more cohesive and at the same time OOH will also drive continuity in campaigns through advertising that capitalizes on the collective experienceA recent partnership between navigation app Waze and fastfood chain McDonaldamp8217s resulted in an OOH location and mobile campaign that drove real outcomes for McDonaldamp8217s amp160In an eightweek pilot program in Southern California more than 300 McDonaldamp8217s billboards were geofenced prompting fullscreen ads designed to complement nearby McDonaldamp8217s billboards on Waze users phone screens after drivers had stopped for at least four seconds amp160The campaign prompted 8400 Waze users to immediately navigate to their nearest McDonaldamp8217s and generated more than six million impressions amp160This serves as an excellent example of the power of combining OOH content location information and mobile integrations to feed multiple messages and drive consumer engagementAs we anticipate the rise of voice as a powerful aspect of devicedriven advertising we can imagine a 5G world in the notsodistant future where a person walking down the street will see a weather update on a digital billboard and ask for more detailed content or spot an advertisement for a sparkling water brand and ask for the nearest retail location with information and directions pushed directly to their mobile device amp160The inherent interactivity of combining OOH and voice technology has the power to allow customers to immediately take action on advertisements effectively and instantly turning discovery into engagementIn the future we will increasingly see how OOH will be the anchor for crosschannel campaignsamp160and inform how the two mediums of device and OOH drive engagement and connect with their audience in more direct and meaningful waysClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersamp160

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The Two Future Mediums of Advertising

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Clive Punter

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

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