Experience Amplifies the #OOH Industry Says @OpenMediauk
Guest Contributor Jemima Morrow
Experiences dominate when it comes to consumer engagement and experiential OOH can be implemented in many different ways, yet the premise remains consistent: immerse consumers in an OOH experience that strengthens their relationship with the brand, building firm foundations for brand affinity.
Why is experiential advertising consistent in building brand consumer relationships? Euphoric recall. As humans we tend to remember our past experiences in a positive way, while overlooking negatives associated with the experience. Thus, consumers are more likely to have a positive brand association if they have a memorable experience with that brand.
Experiential OOH ties in with millennial psyche – the generation who value experiences more than physical items, Ed. This is a result of a desire to have, document and share experiences and memories, which should give our industry an opportunity for engagement that would be foolish not to take.
Technology plays an important part in many experiential OOH campaigns. Reality altering technologies are on-trend topics due to their potential to transform the advertising landscape, often offering experiences that have never before been had. AR and VR have been widely discussed in the advertising world for a good few years now, although for some reason, these technologies haven’t yet emerged as mainstream features of OOH campaigns. Nonetheless, technology developers such as Adobe are working consistently to make AR and VR more accessible to brands and dynamic campaigns such as the Pepsi Max Unbelievable Bus Shelter that have impressed consumers in recent years.
Artificial intelligence also plays a large part in experiential OOH. Recognition technology can be used to target individuals or groups, providing a novelty aspect of sorts, which is certain to generate conversation. A prime example of this was Hyundai’s CO2 Emissions campaign, which recognised car models and delivered targeted messages accordingly.
On the other hand, many experiential campaigns are delivered through large format OOH structures or pop-ups, which don’t involve complex technology, yet provide consumers with tangible OOH experiences that offer immense shareability, such as Corona’s Wave of Waste by Wieden and Kennedy Amsterdam. An interactive AR experience may be one-on-one, whereas a large format interactive structure can be photographed or videoed and shared online.
Opposing forms of experiential OOH can bring back the classic debate – digital vs static – yet it’s important to recognise that different approaches work more effectively for different campaigns. What’s more, experiential is undeniably on the rise and looks to influence the OOH industry for a long time to come.
Jemima Morrow works Liverpool based Open Media UK. Open Media UK can take a brand to the next level by offering it a unique out of home platform with game changing results. It is their mission to be industry leaders with a personal edge, to achieve this, they feel that it is vital that they maintain collaborative and creative relationships with their clients. Their team is made up of driven and approachable individuals with a dedication to the industry and the desire to take a brand that one step further. They are passionate about creating innovative out of home advertising that leaves maximum impact.
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