DOOH Without Borders - Connecting with Non-English Speaking Audiences in London

The London tourism industry is back with a bang following the pandemic. According to the ONS, 9.9 million overseas residents visited the UK from April to June 2023, with 5.3 million heading to London in the same period.

Guess what? Not all tourists in London will speak English fluently. So, how does the Digital Out-of-Home sector adapt to this on-street demographic and create ads that connect with non-English speakers to increase brand engagement regardless of the language barrier???

Let’s explore DOOH without borders and discuss some pointers on how to best connect with non-English speaking audiences in London.?

Create Visually Appealing Dynamic DOOH Ads

A static billboard advertisement with heavy text can present a communication barrier for non-English speaking audiences in London. The advantage of dynamic Digital Out-of-Home ads, such as moving digital billboards or video graphics, is that they are able to update to match the evolving needs and unique preferences of audiences.?

Want to change your ad according to the current weather in a location? Thanks to programmatic advertising tech, you can now do that too!?

You may be wondering, how do you get audiences to engage with dynamic DOOH ads when they don’t understand English? Well, global audiences are likely to understand how QR codes work, so you can include QR codes in DOOH ads for promotions and discounts.

We recommend getting as creative as possible with your video ads to attract eyes and engagement from non-English speaking audiences in London. In turn, this will also help you engage better with English speakers in the capital - an impactful creative Out-of-Home video campaign can only be a good thing for a brand.??

The key to setting up DOOH ads without borders that non-English speaking audiences will engage with is to make them as visually appealing as possible. At Drovo, we understand the importance of having DOOH ads in London that attract on-street audiences’ eyeballs like magnets - and our dynamic crystal clear on-vehicle digital screens do just that.

Go for Ads That Touch on Basic Human Emotions

Human emotions, happiness, joy, surprise, excitement, curiosity, sadness, we all have them, no matter where we are from or what language we speak!?

Advertisers and brands must tap into these basic human emotions that transcend borders to connect with non-English speakers effectively in DOOH campaigns in London.?

Running a Digital Out-of-Home fashion ad campaign in London and looking to target international non-English speakers??

Create a video advertisement of a model enjoying wearing your clothing displaying happiness, comfort, and pleasure, that won’t need any words added to it!

Understand International Consumer Trends

There are varying consumer trends when you go to different parts of the world, hence international audiences will purchase products in different ways and through different platforms.??

Before rolling out a Digital Out-of-Home campaign aimed at international audiences, make sure you know which specific consumer trends and preferences transcend borders.?

What retail industries are popular in different countries? Where do different nationalities go to purchase products online? There are some countries where consumers frequently purchase products after seeing them on social media channels and in other countries people purchase products right after seeing dynamic video digital advertising screen campaigns on top of cars.?

Consider International Audiences’ Perceptions of Sustainable Brands?

In the bigger picture, international consumers increasingly care about the sustainability policies of brands they are buying from.?

How ethical is the brand? Do they engage in ‘fast fashion’??

When asked if they care about buying environmentally and ethically sustainable products in a 2020 McKinsey US consumer sentiment survey, more than 60% of respondents said they’d rather pay more for a product with sustainable packaging.

So, creating visual ad campaigns that touch on sustainability is another way to connect with international audiences in your DOOH campaigns.?

Keep Words to a Minimum

People lead busy lives in London and they often won't take the time to read or listen to overly long wordy Out-of-Home ads, English speakers included. To attract non-English speakers and have them pay attention to your DOOH ads, relying on visuals and imagery and keeping words to a minimum is key.?

Listening to ads in a language that you don’t understand properly can be overbearing for international audiences in London, so leaning on overly complex wordy DOOH ads won’t get you any more brand engagements from this demographic.?

The Ability to Connect with International Audiences Through DOOH Is a Must for Global Brands

Are you working for a brand that intends to advertise to international audiences in London? If so, you will want results from your campaign, and this includes succeeding in making an impact on non-English speaking audiences.?

The hallmark of managing Out-of-Home ad campaigns properly for a brand with a global presence is adapting your advertising to diverse international audiences with different cultural habits, ways of life, and consumer preferences, and for your ads to resonate with them.

The world is your oyster in terms of advertising reach in London, so make sure your OOH campaigns make the most of it. Want to run a sustainable clean brand campaign in Central London that makes an impact with international audiences??

We can help! Drovo is the first provider of on-vehicle DOOH advertising in the UK, with a focus on electric vehicles driving in central London. All our miles are offset, thanks to our partner Furthr.?

In a cosmopolitan city like London with a wide international audience, breaking down borders and language barriers in your DOOH ad campaigns is vital. Our tip - get your creative juices flowing with the visual aspect of your DOOH campaigns and harness the latest technologies to help you do it and boost engagement with non-English speakers in London.?

At Drovo - we live and breathe technological advances in Out-of-Home advertising.?

Our #shadowfencing technology allows you to send the passersby of your branded vehicle a complementary ad to their mobile device. In this way, we are bridging the gap between offline Out-of-Home and digital advertising.?

Do DOOH advertising campaigns with Drovo in London sound intriguing? Get in touch with our team of experts today.

#pdooh #programmaticadvertising #shadowfencing #dooh #londondooh ?