In an increasingly advanced digital era, the advertising industry continues to create innovative ways to capture consumer attention. One of the dynamic changes in advertising media is the Out of Home (OOH) industry. Innovations in OOH aim to disseminate information about a product or specific advertisement to the public through media placed outside the home.
OOH, often referred to as outdoor advertising, now involves the mobility of the public and has widely embraced digital technology. Advertising media using digital billboards or videotrons attract more consumer attention than traditional media, which used paper billboards or posters. The use of digital technology allows for interactive content, creating an immersive experience for consumers.
Innovation in OOH Creates Creative Advertising
Digital Out of Home Advertising is now a popular advertising media in various corporate agencies. This advertising promotion media can increase the existence and branding of a company, thus creating high appeal. Because, in addition to being more flexible, it can also reach a wider target market.
The development of media and strategies in the world of advertising requires a combination of technology and creativity to produce a significant impact. The creativity of outdoor promotional media also does not only rely on technology alone, but depends on the concept and innovation. Some applications of innovation in OOH to attract consumer attention include:
1. Digital Screens
One of the latest innovations in the advertising industry is the use of high-resolution digital screen media, which is capable of displaying images, videos, and animations with superior quality. These digital screens allow for real-time content updates, adjusting to current data and conditions.
So that advertisements can always be relevant and interesting. With the advantage of sharp visuals and original content, advertisements displayed in public spaces become more effective in attracting audience attention, increasing engagement, and strengthening brand image.
2.Programmatic Advertising
Programmatic advertising is one of the new breakthroughs in the world of digital marketing. This media uses programming and automation systems to optimize management regarding the purchase of advertising space in real-time. The existence of this automation system is more effective than the previous system, which requires a manual planning process and takes a long time.
Not only that, digital advertising can utilize software with an analytics system. This system can measure the engagement of an ad with the target audience. So that advertisers can monitor data on views, interactions, and market segments.
Serving potential ads to consumers by utilizing preferences, sophisticated algorithms, and demographic data. This not only increases the effectiveness and efficiency of advertising, but also reaches the right target consumers. Other advantages such as saving more marketing budget, so that it can increase Return on Investment or probability in investment.
3.Stylish Home Installation
Currently, many affiliate marketers are eyeing effective marketing media through various innovative services in OOH. In Indonesia, many OOH Advertising service providers have collaborated with various large corporate partners. The collaboration created a new breakthrough in the world of advertising and produced innovations in the form of Stylish Home Installations displayed in public places.
The design of Stylish Home Installation is to provide a unique visual experience in the marketing campaign. The design inspiration varies, one example is the idea of a home room design consisting of a living room, room, dining room, kitchen, and so on. To create a unique visual and attract consumer attention, it can create a modern, stylish, and colorful installation design.
Effectiveness of Digital Out of Home Advertising
The use of digital advertising media as a creative and innovative marketing method can significantly increase the effectiveness of information delivery. With attractive visuals and dynamic content, this media is able to attract the attention of the audience better.
To achieve maximum marketing targets, a well-thought-out strategy is needed, such as content automation based on location, time, and weather conditions. This approach ensures that the messages delivered are always relevant and on target, increasing the chances of achieving the desired results in a marketing campaign.
For example, when it is dry season and the weather is hot, it is the right time to display ads for cold drinks. Likewise with various other conditions that are automatically in accordance with the settings of the automation device. Thus, with this ability, advertisements are more responsive and relevant to consumers.
OOH Advertising can present short message services by utilizing barcode scanning technology that can create interaction between advertisers and consumers. Advertising media with digital screens equipped with face sensors is also an advertising strategy by utilizing technology. The utilization of such media can also ensure that advertisements can be relevant to the target audience.
Innovation in OOH reflects a major change in the strategy of interaction with the outside world. In order to welcome the digital era while remaining environmentally friendly, it is important to use materials that save energy consumption. Thus, utilizing the latest technology with a creative approach can expand the impact of effective and dynamic marketing for consumers.
