Digital outdoor advertising – (re)medium for personalised content
Today’s consumer above all expects a company to provide not only exceptional service, but also a service “tailored” specifically for him. Therefore, focusing on customer needs and expectations is an absolute imperative for any company. So how can advertisers provide their audiences with the best service and support that will not only guarantee the acquisition of new customers and the retention of existing ones, but also establish the brand?
In today’s fast-moving consumer world, it is becoming increasingly important to provide customers with not only a seamless and exceptional customer experience, but also a personal journey from the moment they come into contact with a company/product through to making a key purchase. While such personalised experiences are certainly facilitated by modern technology, research1 shows that 74% of marketers still admit to struggling to implement the right personalisation strategies. What’s more, despite statistics clearly proving that personalisation is very important to consumers (as shown in the graph below), 25% of companies do not use personalisation at all.
As you can see above, personalisation is something consumers respond to both strongly and very positively. The conclusion is obvious: investing in personalisation is the key to building business relationships, creating a better consumer experience and generating profits for the company.
Does personalisation pay off and how does it happen?
Analysing current consumer expectations, there is a strong demand from consumers for personalised shopping experiences. Marketers therefore need to respond to these ‘personalised demands’ in order to differentiate themselves from the competition, as well as build/maintain market position and increase customer loyalty. Successful personalisation strategies result in more engaged and satisfied customers (20% higher customer satisfaction rates), which translates into increased sales conversion rates (10-15%), as well as increased employee engagement (20-30%).1 Although, as I wrote above, one in four companies does not use personalisation at all, many marketers across a range of industries have managed to implement it effectively and even succeed in doing so. However, over 70% of companies still lack an idea of how to present personalised content to (potential) customers.
DOOH – the ideal (re)medium for personalised content
In 2012, Coca-Cola started a trend in personalisation with its Share a Coke campaign. This innovative idea, first implemented in Australia and then spread around the world, continues to have a significant impact on today’s marketing best practices. The idea behind the project was based on replacing the drink’s logo with consumers’ names. This encouraged people to share it with friends and spread the brand’s message using the hashtag #shareacoke. A Coca-Cola spokesperson reiterated at the time that this campaign taught the company that personalisation can only be highly engaging and effective if it can be shared with a wide audience. And he wasn’t wrong – after the first campaign, Coca Cola Co. saw an increase in sales for the first time in over a decade. The promotional campaign was hugely popular, especially as it was supported by a number of diverse and highly creative (D)OOH activities that were used in key locations and shopping centres to integrate the campaign element with social media and give consumers the opportunity to share their stories on screens.
Coca-Cola screens illuminating Piccadilly Circus, London
Coca-Cola Share a Coke, digital bus shelters
As you can see, (D)OOH is clearly a medium that not only offers personalisation, but unlike other media, goes beyond the standard framework with it, especially through the use of dynamic, interactive elements. Moreover, the messages are constantly adapted and therefore evolve to reach the right audience. They can be activated at different times of day and year or in response to certain behavioural actions/behaviours. For example, Nivea promoted sunscreen products using a 10-second spot and appropriate location. To maximise the effectiveness of the campaign, it targeted locations where the weather forecast exceeded the threshold for UV radiation.
Nivea, advertising for sunscreen products
How do you personalise content on digital outdoor advertising media?
This is probably the key question when it comes to personalisation… In simplest terms: think about traditional advertising and then ‘arrange’ it to add personalised touches, e.g. weather, health, food/drink or clothing. DOOH advertising is not just about digital billboards, it’s all about creating content that is specific to your audience and placing it where your audience can see it. Imagine taking the bus home on a hot day and being thirsty. A refreshing advertisement for water appears on a digital advertising medium. What do you do when you get off the bus, especially on a hot day ? 😉
Advertising of water on buses
Or you wait to see a specialist at a clinic (a place that is reliable for the consumer) and look at the information on a particular product. You identify it in advance with something proven and safe. TVPharma premiumto is the only such internal communication platform, which primarily serves patients.
Advertising of coffee in elevators in office buildings
Coffee advertising in an office environment
Advertising in an office environment.
Personalised digital outdoor advertising in the right location appeals to the target customer and engages their attention, as in the case of TVPharma Premium, advertising on public transport or Business TV (advertising in office buildings). Personalizing ads so that messages vary depending on the location in which they are displayed or weather conditions is an ideal way to attract attention and ensure that ads are memorable. In addition, remember that audiences (especially generation Z) prefer messages that “have personality and humour” and are relevant.
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Advertisement for the premiere of Cyberpunk 2077 on the day of its release