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Addressing a recent virtual conference, ‘Unleashing the power of data’ hosted by Quividi, the leading audience and campaign intelligence platform for DOOH and digital signage, Laetitia Lim, CEO of Quividi stated that in-store environment is a dynamic place for brands, advertisers and retailers to engage shoppers at the moment of truth. Referring to a recent BCG report, Laetitia cited that retail media network is estimated to become a $100 billion high-margin annual revenue stream. Although much of that media is currently online, offline retail media is likely to expand multi-fold in the near future.
Laetitia added, “85% of CPG brands are planning to invest more of their marketing dollars in retail media networks, which also opens up expansion avenues for DOOH networks in this space and about 40% of those brands are looking for personalised messaging on this media. That gives the retailers the opportunity to add on a robust revenue stream.”
Indeed a Digital Signage Today report further adds that to incentivise shoppers back to stores post pandemic, retailers in the US have been transforming holiday shopping into an exciting "experience" and were leveraging DOOH promotions to do so.
The report cites the example of how Los Angeles based retailer Holiday Market at Century City shopping center worked with the Westfield Media experiential team to bring together valuable partnerships with notable brands to offer interactive experiences that would draw more shoppers and boost sales for other businesses throughout the shopping center. Westfield reportedly works with brands to deliver focused promotional campaigns for retailers and consumers.
According to the report, retailers and brands were beginning to see the need for blending physical and digital experience and hence the need to leverage DOOH networks in the retail spaces.
For retailers and brand marketers it would thus seem relevant to understand the dynamic of digital displays and DOOH businesses and the consumer engagement possibilities with them. Take the case of the world’s first AR-enabled DOOH advertising network launched in by UK-based 3rockAR. The company’s ‘Magic Mirror’ DOOH screen has the ability to showcase AR experiences along with standard DOOH. “When people see themselves on the screen, they stop, engage, spend quality time with brands, and leave with a smile on their face. They’ll also tell their friends and share their experience on social media,” the company stated in a recent media release.
There is in fact a lot happening in the DOOH space globally. 3D displays on DOOH screens for example are coming into their own, creating a truly wow effect on audiences. Earlier this year, UK’s major DOOH media operator Ocean Outdoor rolled out its DeepScreen™ -- using a technique called ‘anamorphosis’ or ‘forced perspective’ which mathematically warps imagery so that when viewed from a specific vantage point, the illusion of 3D depth is created on flat surfaces. The 3D technique using large format full motion portfolio are being used by brand advertisers to deliver spectacular audience experiences.
The DeepScreen 3D templates can be used to create breath-taking windows into other worlds, extend existing architecture, or make impossible objects appear to float in the air, coming out of the screen and towards the viewer. Activations using DeepScreen have been carried on the iconic Piccadilly Lights in London. Bold illusions by Vodafone, IWC Schaffhausen, Netflix, Deliveroo and PokerStars have been used as centrepieces for integrated campaigns.
The age of full motion DOOH screens is also very nearly here. And, research reports point to the high impact delivered on audiences through full motion video branding on high-definition large format DOOH screens.
Ocean Outdoor’s Neuroscience research programme for example analysed brain response to four different forms of interactive content which combined full motion with additional DOOH functionality including wi-fi, live streaming, augmented reality and social media interaction.
The findings reinforced the effectiveness of full motion DOOH advertising – something that will be of interest to the India markets, as city planners look up ways to beautify the urban landscapes, and declutter the OOH advertising space.
The much-awaited OOH Expo (www.oohexpo.com), to be organised at the Nehru Centre in Mumbai on March 14-15, 2022, billed to be the most definitive convergence platform for buyers and sellers in the space of out of home ad solutions will showcaseca variety of display solutions.