Is OOH Too Traditional for Digital Brands? Spotify, Lyft, Uber, Snapchat, Twitter, Apple.
Brent Baer
Sales for billboard co. baerboards. Publisher for OOHToday.com The OOH Industry’s only Independent Voice. Keep OOH Today free -subscribe today
by brent baer, new business development, Buntin Out-of-Home Media
Why aren't more digital/tech brands using OOH? Obviously it has worked. Success stories abound. Why not more?
The short answer is; it's not that easy to plan and execute successfully.
Many of you have seen the most recent OOH campaign for Spotify. What's Spotify? Spotify CEO and start
Why Spotify? Spotify placed its newest campaign in 14 Global markets including the US. Use this link to read more-Spotify Outstanding OOH Campaign .
What’s going on?
Everyone is talking about the Spotify campaign. Everyone meaning more than the people who read this post. And more than the thousands of #GeoPath impressions on the streets. 'Everyone', represents the 'Shares', 'Comments' and 'Likes' the billboards' messages are driving via social media. Spotify is engaging an audience using its subscriber collected data to connect its messages on the Big Screen with the Little Screen. OOH to mobile. From a media placement perspective, success is defined by the response in the number of ‘shares’ the billboards’ messages are generating via mobile.
When the creative and placement are 'that good' (they both must be great to succeed) the message is moving people to engage. The Return on Investment is significantly more than what literally meets the eyes.
A mass media phenomenon occurs: The effect of social response to the #OOH becomes exponentially explosive. 1+1=3
OOH, Digital and Earned become the Trinity of Channels and a powerful partnership. Together it amasses massive 'Likes', 'Comments' and 'Shares' for the brand, as it did for Spotify.
What Spotify is doing is awesome.
It wasn't easy. If it were, everyone would be doing it. And everyone could, IF, they partnered with the right experts in OOH strategy.
Twitter, Snapchat, Uber, Lyft, and Google all launched OOH campaigns. Remember them? Exponential explosion?
Let's look at three examples.
1. Twitter just before the Election. Who remembers? Did it generate the ROI?
2. Snapchat. Trademarked Ghost. Anyone see a Ghost this summer?
3. Apple and the Think Different Campaign. Nearly 20 years ago. Memorable stuff. Location and creative worked. Read about - Apple's untold story behind Think Different
Let’s recap.
Digital brands are beginning to understand and successfully execute the hyper local targeting value of OOH. Brands, via their own data sets, are identifying their users geographically and use OOH accordingly, driving message. The relevant creative, large format, mass reach and micro targeting opportunities of Outdoor inspire emotions. Emotions incite behavior. Great Success! ROI is literally more than meets the eyes.
OOH delivers and drives the message to create a storm of exponentially emotional response.
A missed opportunity is very costly. Choose your OOH partners carefully.
By brent baer
Brent is VP of Business Development for Bunting Out-of-Home Media. Buntin's Mission: Precision Placement that moves People and Business Buntin Out-Of-Home Media
Reach brent at [email protected] or 404 783 4192. @daabaer
The most Senior Vice President of Sales and Marketing at outdoor networks
7 年In some cases the new technology company my be ahead of the game. As in starting to advertise on a billboard before they have a brand or before anyone has a clue as to what or who they are. That being said, the curiosity of seeing a billboard everyday that you simply do not understand may prompt you "look into to it more." I remember twitter before it was twitter and they did a huge digital campaign with actor Aston Kutcher. This was my introduction to twitter. Oddly enough, after seeing the day to day twitter life of Aston, I realized that his life is just as boring as everyone else's on a Wednesday at 2pm? I still believe billboards work best when they are reinforcing a strong brand. No lame and/or fancy tag lines...just put up the world famous Coke logo and move on with life!
Founder, Chairman & CEO | Investor | Inventor | IP Owner | Tech Innovator
7 年Where and why isn't the new innovative solutions like BoardActive mentioned? Location Based software solutions is the new must have.
National Sales Rep @ Adams Outdoor | Building Long-Term Partnerships
7 年As always Brent- thanks for sharing!
Director, Advisors Business Development
7 年Snapchat has their ads up still in SF marketing their goggles! I like the Spotify creative!