4-5 Out-of-Home (OOH) Marketing

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En provenance du cours de University of Illinois at Urbana-Champaign

Digital Media and Marketing Principles

1019 notes

University of Illinois at Urbana-Champaign

Digital Media and Marketing Principles

1019 notes

Cours 4 sur 7 dans Specialization Marketing numérique

The digital revolution has led to a titanic shift in the landscape of the marketing communication, while also creating new opportunities for businesses to reach and engage consumers through smart, social, and mobile media technologies. In this course, you will learn about the impacts of digital technologies on marketing communication strategies and practices. By understanding the underlying processes of marketing communication and the core features of new media technologies, you can strategically select the appropriate channels to deliver the right marketing message to the right audience at the right moment.

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Growing Trends and New Frontiers

In the last module, learners will first learn about content marketing and mobile marketing, the two marketing strategies unique to the digital environment. Then, the instructor will discuss the impacts of digital technologies on out-of-home (OOH) marketing and direct marketing. Finally, the instructor will speculate and present the future of digital marketing communication by focusing on the rise of mix-reality technologies.

4-1 Content Marketing Part 16:54

4-2 Content Marketing Part 27:21

4-3 Mobile Marketing Part 110:48

4-4 Mobile Marketing Part 215:37

4-5 Out-of-Home (OOH) Marketing5:41

4-6 Direct Marketing in the Digital Era3:43

Rencontrer les enseignants

Mike Yao
Associate Professor of Digital Media
Charles H. Sandage Department of Advertising

Out-of-home or OOH Marketing,

typically involve display advertising messages,

in high traffic and highly visible public spaces such as;

highways, billboards, train stations,

airports, bus benches interior,

and exterior of public transportations,

taxis and business vehicles.

This also includes storefront signage and posters.

In large cities the exterior of landmark buildings are also

commonly occupied by large format OOH ads.

Out-of-home ads must be visible,

in mega cities like New York,

London, Hong Kong and Tokyo,

where outdoor advertising is so pervasive and cluttered.

Consumers quickly become very desensitized,

by the bombardment of visual ads.

Ads search the out-of-home marketing is often an competition of being biggest,

being the biggest and the brightest.

Another way to break through the clutter, is through creativity.

Businesses rely on the creative professionals in the advertising industry to

develop smart and creative outdoor displays and attract public attention.

People are usually on the goal and are engaged in other activities in public spaces.

As such it is critical for outdoor advertising to be brief and easy to understand.

It is important for the viewers to process and

understand the key marketing messages with a very quick glance.

There are many advantages of the outdoor advertising.

Out-of-home marketing extends the reach of on-screen marketing channels,

beyond the confinement of houses and it bring consumers closer to the point of purchase.

As most people are not glued to their television screens all day long,

Out-of-home advertising fills the significant amount

of off-screen space and time in our lives.

OOH is also an effective way to increase brand awareness,

as consumers we often have the feeling of seeing some successful brands everywhere we go,

just think about Coca-Cola and McDonald's.

These brands are very good at occupying the public spaces with their brand presence.

But at the same time however,

outdoor advertising can create visual clutter as I mentioned

earlier in the public space and this is very annoying.

In September 2006 the city of Sao Paulo,

the fourth larger city in the world banned all forms of outdoor advertisements,

including on billboards, transit and infront of

stores and eliminate the visual pollutions.

As I mentioned earlier people become a very desensitized,

by outdoor ads very quickly,

and which can also lead to low engagement and impact.

Traditionally, outdoor marketing is

disconnected from the media based marketing channels as well,

and this is another disadvantage and

limitation of this form of advertising and marketing.

The development of digital technologies however,

has significantly impacted the world of outdoor marketing.

Working in concert with location based technologies and mobile social media platforms,

outdoor advertising can be directly linked to online engagement.

Here's one of my favorite Out-of-home campaigns of all time. Let's take a look.

Innovative digital display technologies such as, 3D surface projection,

holograms and interactive displays can

also bring novelty to the boring old outdoor displays.

Here's another example of how holographic projections can be

used to create a visually and narratively interesting outdoor ad campaign.

Finally, the digital revolution also brings new types of

consumer engagement and interactive experience

through various technologies and the Internet of things.

Instead of using keyboards and mouse,

consumers today can directly interact with large format digital displays,

through touch, sound, gesture,

eye gaze or even facial expressions.

Virtual and augmented reality technologies also blurred

the lines and boundaries of physical and the digital World.

These new innovations bring exciting new possibilities for out-of-home marketing.

Let's take a look at the recent news report about how retail stores are

implementing futuristic technologies to improve their in-store marketing touch points.

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