The Video Media Framework
??????Still a few locks to pick but here’s a potential key to unlocking thought processes in the next growth phase for DOOH.
One route to facilitating inter channel creativity and bigger DOOH share is the framework of
?? ????? ????? ??
A week ago I wrote here about playing the long game. I’ve had a mini revelation since I wrote the first piece so this post is adding to it.
D/OOH is gaining ground in the media mix. Not mind blowing but quite good. It is a show of faith from the industry and there are numerous ways to support it.
In a previous post this week I wrote about TV & DOOH being forms of video media. After having read Omar Oakes column in The Media Leader UK it dawned on me that the questions asked and the ideas in the text make for a new perception of video compatible media.
The Framework Of Video Media.
??Talking about video media as a framework enables a better view of the similarities and differences of TV, DOOH and OLV with the view of;
?? Creative ideation for specific media & making the media part of the idea
?? Using each channel's unique benefits and leverage how they prime each other
Because Stories Are Made In Channels Rather Than Shown In Channels
Then a couple of days ago I read an opinion piece in Swedish advertising trade magazine Resumé by Fredric Thunholm with Wavemaker Sweden . I took interest in a particular segment that freely translated read;
“Today, the same story is told in different ways in the overall campaign. Which means that the channels are not just places to show six, ten or fifteen seconds of film, but instead demand material on their own terms. And then not just adaptations, but material made for the channel. You can say that the story is made in channels, rather than shown in channels.”
This is where a video media framework becomes interesting as it could/should be useful in building stronger media plans for effective creativity.
TV - OLV - DOOH (+ Social)
Rethinking how these three channels (+ social) can be combined creatively and attributed could or should be the talk of the town.
? 3+1 video compatible media channels
? Audience journeys: Front door to storefront
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? inter channel synergy
? reach & impact
? creative opportunities
? fame building
? bridging physical - digital - virtual
? device connectivity
? 1st party data utilization
Research like Ocean Outdoor’s neuroscience studies have already established that
?? Full motion DOOH is comparable to television in its brand-building impact.
Full motion sites can extend the reach of a television campaign whilst eliciting equally strong and positive responses.
?? Online Video Translates to DOOH
Short form online video content performs better on DOOH than it does in an online context. DOOH can add a brand-building dimension to content which, online, tends to play more of an activation role
?? DOOH Amplifies Online Impact
Full motion DOOH primes this content to perform better when seen online. Online short-form video campaigns will perform better if full motion DOOH is included as part of the media plan
More on this subject to come maybe.
Have a restful and fantastic weekend!
P.S. Thank you World Out of Home Organization for including? ??????The D/OOH Report in a couple of your weekly newsletters????
The World Out Of Home Newsletter is free and a great source of knowledge and inspiration. You can sign up via their website
Group - Chief Marketing & Strategy Officer
1 年I think as an industry let’s change the order of the language “?? Full motion DOOH is comparable to television in its brand-building impact.” TO “Television is comparable to DOOH in its brand-building impact” Reach,cover,impact,emotional engagement, priming,creativity, tech integration - DOOH is the lead channel. If brands invest 15% of budget in OOH medium/long-term all business objectives will be hit (standing on shoulders of giants - Binet and Field, rapport)