Research from Kinetic, the world’s largest OOH media specialist, asked a thousand people across various demographics what they expect and want from digital screens.
29% of respondents said they would like more interactive maps available in public spaces
According to Kinetic Panel’s research, the most coveted information is location specific. Just under half of the respondents cited weather information as the content they wanted most while another 38% required transport updates, this increased to 50% of 55 to 64 year olds. In addition, 29% of respondents said they would like more interactive maps available in public spaces, 32% said they wanted news updates, 30% had a preference for local events and 23% said that digital posters providing battery chargers would be useful.
Benadryl’s social pollen count campaign is a good example of where digital screens have effectively targeted consumers using location-specific, interactive (and reactive) digital OOH. Tactically combining mobile and digital OOH, the screens were able to deliver a highly relevant message, giving real-time pollen counts of passing people. Benadryl drove brand awareness by providing a practical service to its core market and delivered double-digit traffic uplift onto its website homepage from desktop, mobile and tablet.
Further findings revealed that people aren’t just catching a glimpse of these screens but are often engaging with them too. Nearly a fifth (19%) of respondents said seeing a digital outdoor advertisement had triggered them to search for information about the product, service or experience. This increased to 24% for younger people (in the 18-24 category). Similarly, 23% of this younger age group downloaded an app after seeing an outdoor advertisement, compared with one in ten adults. It comes as no surprise that the younger demographic is more engaged with interactive posters than their older counterparts, which highlights the opportunity for advertisers and media specialists alike to widen the appeal of digital posters, through the use of location-specific information.
43% of respondents said they would download a retail voucher from a digital poster site
It’s clear from the findings that the key to reaching that nirvana of potential-customer engagement is personalisation. In fact over a quarter of adults said they expect screens to deliver adverts relevant to who they are and what they’re doing. Advertisers can deploy services of this sort using facial recognition software linked to an online loyalty account which triggers tailored offers, relevant reviews and other purchasing suggestions.
Ocean Outdoor’s recent collaboration with Women’s Aid showed a mastery of this kind of technology with the world’s first visually powered digital OOH campaign. The digital billboards initially display an image of a bruised woman whose bruises gradually disappeared in real-time, triggered by the gaze of a passing person. The interactive campaign aimed to reveal how we can all make real changes in the fight against domestic violence, even if it’s just by acknowledgment.
And, while a small number of 18-34 year olds were reluctant to download content from a digital screen, most were happy to do so as long as they felt it served them; reinforcing the need for tailored content.
Deals were top priority for most respondents, with 43% revealing they would download a retail voucher from a digital poster site. Similarly, entertainment is valued with 24% saying they would download a game or app. Again locally specific information was considered valuable as 27% of respondents said they would download travel information. Similarly, a quarter in this age group said they would like to be able to access information about local things to do, see or eat. The youth market was particularly keen on media services offered by digital posters with 29% of 18-24 year olds saying they would download clips of upcoming films, TV, music or games to their phone. Interestingly, one in ten respondents would like to be shopping directly from digital screens – a glimpse into the not so far away future of high street retail?
It’s clear that consumers are willing and able to connect with digital screens but it’s up to marketers and creatives to ensure that the right message is delivered at the right time and to drive forward real engagement with DOOH.