Q: What advertisement has been effective on you personally as a consumer?
A: The advertisements for Quip have been impressively effective on me. It’s because of their branding/design. Plus the frequency in messaging really convinced me over time to buy it, by negating my fears of purchasing.
Q: What advice would you give anyone venturing into this type of OOH advertising?
A: Like any investment in advertising, we always recommend deciding on your campaign goal and expected results before diving in. We think that the type of DOOH we do is especially great for brand awareness since it gives businesses and brands a way to consistently engage people in a highly trusted environment. The biggest mistake we see people make is to directly compare DOOH with other advertising channels and copy campaigns from one to the next. While there is certainly opportunity to run similar campaigns across different channels, DOOH is unique in that it is contextual.
“The biggest mistake we see people make is to directly compare DOOH with other advertising channels and copy campaigns from one to the next.”
For example, a financial institution is running an ad on our network featuring a prominent celebrity with groceries in hand to promote their credit card that gives cash back on items like groceries. We encourage marketers to think about tailoring their messaging and creatives to relate to consumers and take advantage of the unique environment.
For more information on Digital Out-of-Home, property types, audience targeting and programmatic buying, download Ubimo’s The Ins and Outs of DOOH report.