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Nobody will contest the fact that since the invention of the medium, television has ruled all other forms of advertising. TV has been the main pitch because it constantly commands the highest CPMs as promotional firms battle for client media dollars because it consistently commands the highest CPMs. TV advertisements are interesting, creative, and, in particular, full action.
These CPMs are now, however, weakened by streaming TV and the option to ignore advertisements. The quality and binge-capacity of streaming are skyrocketing in the claim, especially since COVID, so businesses are constantly trying to keep up with fresh and creative approaches and keep customers eyes on the TV screen, but it is essentially a losing battle.
Many individuals (mostly Gen Z) are done watching on a conventional TV set. There is as yet one spot where brands have an engaged crowd: digital out-of-home (DOOH) advertising, more specifically Full motion Digital out-of-home ads
Here’s an example of how a full motion DOOH advertising looks:
What is full motion DOOH (digital out-of-home) advertising?
Full-motion digital billboards are the new TV. They are televisions that are larger than life, with eye-catching ads (frequently promoting Streaming television services themselves) that drivers can’t disregard. They’re giant televisions with no remote for the watcher to switch off, fast forward, or change the channel.
Only full motion ads can deliver an emotional connection with the observer that static ads essentially can’t. Also, an advertisement that conveys emotion is a memorable advertisement.
The sheer size of DOOH screens around the world makes it perfect for designers, and producers to work with. It is a canvas in between a bustling city and is available for people to view at any time. Marketers have the freedom and around 10 to 20 seconds of screen time to showcase their brand. A full-motion DOOH in a busy city like Mumbai, Delhi, and Gujrat can bring thousands and lakhs of viewers each month.
Currently, full-motion DOOH ads are getting more popular in foreign countries like the USA, and UK. However, with the growth in technology and ad spending, India might soon become one of the countries to adopt the trend of full-motion DOOH advertising.
Benefits of Full motion DOOH ads
When it comes to DOOH, it has several benefits and hence is gaining popularity among advertisers. Full-motion display ads are engaging and live, giving a more personal brand experience to your target audience.
Let’s have a deeper look at what are the benefits of full motion DOOH advertising:
1. You get to reach the younger audience and workaholics that do not watch TV
Almost everyone today in an urban city has an OTT subscription. Multiple if not one. If you want to target this demographic, grabbing their attention on the road can be the best choice. As the online space is getting more and more cluttered with ads, offline advertising such as full-motion DOOH can help your brand gain significant watch-time and viewership. Also, these ads are ‘non-skippable.’ Your target audience can’t help but notice it and your brand.
Apart from younger audiences, full motion DOOH displays also help in reaching an older generation of people who do not have time for TV and neither engage with your brand online. People who travel to work via road do not have time for TV in their life. They are probably going to watch TV only on the weekends, so grabbing their attention while they are on the way or back from formwork can be a great idea.
If your target audience includes people who have a busy schedule, you can also think of doing paper cup branding for your brand.
2. Gives your brand the freedom to become a storyteller
Full-motion DOOH ads give you the freedom to tell a story. You have the creative freedom to add characters, do live streaming, personalize your messaging, and personalize your brand communication. The displays being larger than life and dynamic only adds to the creative freedom brands can get with full-motion DOOH ads
Full-motion DOOH ads give brands the ability to connect with consumers on an emotional level. A study done by Neuro-Insights UK revealed that full-motion DOOH ads are 4 times more effective than DOOH ads in terms of engaging with consumers
3. Full-motion DOOH ads are adaptable in many scenarios
You have the power to change the ad via the click of a button. You can change it according to the time of the day, or get temperature into a picture, or a recent event that has happened in the city (for example a cricket match)
This makes the ad personal, and everyone remembers an advertisement that made them feel something personal, right?
Full-motion DOOH ads unlike DOOH ads or static OOH ads are comparatively more engaging and have proven to acquire more memory space in the minds of consumers. The only full motion can deliver a passionate association with the watcher that static ads essentially can’t.
While both static and full-motion content delivered high levels of positive emotional response, Neuro-Insight UK found that full-motion creative delivered more branded peaks of memory encoding.
Combining these two metrics reveals that full-motion DOOH has the ability to really influence consumers and connect with them on a much deeper, emotional, and psychological level.
Are you thinking to invest in full-motion DOOH advertising? What are your thoughts on this?
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