As more people move into cities, in addition to TVs, laptops and smartphones, marketers need to take their advertising beyond the limits.
Video is becoming the most optimal format in the use of customer information. It opens up these two trends and is an opportunity for advertisers to change their approach beyond the small screen:
Video advertising faces many challenges
According to eMarketer, the number of people watching linear television is declining, with 56 million households expected to cancel their subscription to subscription television services by 2020. While brands are expected to increase spending on digital video about $ 17 billion next year, 65% of reviewers are looking to block or eliminate these video ads. However, customers cannot ignore this easily for outdoor advertising – OOH (Out-Of-Home).
Cities are “getting new clothes”
By 2050, 90% of the United States population is expected to live in urban areas, and consumers are expected to spend nearly 70% of their time outside their homes.
Moreover, in the age of digital marketing, many traditional advertising channels are “struggling” to survive. Private outdoor advertising suddenly returns to the golden age. They cover the streets of the city, bus stations …
That is not to mention Netflix – the brand spends billions of dollars to produce television series, gameshow, … but recently decided to buy back half of the assets of Regency Outdoor Advertising Company, just to perform billboards advertising Sunset Boulevard and Sunset Boulevard, passing west of Hollywood splendid.
The convergence of these two trends creates an opportunity for brands to enable the experience of outdoor advertising (OOH) with rich videos and easy access to consumers.
OOH video ads “programmed” the look of the city
With recent advances in technology and data, video ads on public displays can be made as online video ads. Instead of static billboards and panels, brands can plan for an outdoor video ad campaign based on their overall rating score, access metrics, Share of Voice (SOV), impressions (impressions). …
A study by the American Institute of Media Behavior (2012), the inclusion of OOH advertising measures in media plans can increase Reach by up to 18% for advertising campaigns, 45% for SOV, 68% for websites, 212% for social networking strategies and 36% for mobile applications.
Advertisers do not need to be programmers to be able to continually expand their digital campaigns into the real world. These campaigns ensure 100% brand safety, ease of viewing, and optimization for day-to-day moving objects.
Shorter attention span, shorter content
On average, the consumer’s attention span is 8 seconds. As a result, it is no surprise that short form ads are becoming more and more popular. ClickZ has shown that 33% of video viewers will lose interest after the first 12 seconds.
Using this, advertisers can spread short-form video content from social media to public spaces to create a great, cost-effective experience opportunity.
Include stories with appropriate context in outdoor advertising
Viewers are having countless advertising content. While videos need to be short to increase the chances of getting a brand, the final content still has to be engaging and intelligent. It is ideal to use OOH ads because of its ability to deliver video messages dynamically, depending on the context, location, events, weather and more. As a result, consumers can immerse themselves in the compelling and meaningful experiences of the brand.
For example, the popular TV show “Harry Potter and the Cursed Child” once introduced a new look to viewers with a digital video on Times Square. In the same spirit, when NBC encouraged the American audience to watch the 2018 PyeongChang Winter Olympics, the company showed the footage of each sport on the outdoor screen, allowing people who go to work in the morning to watch. back to the games the night before.
Which direction for outdoor video advertising in Vietnam?
Mr. Pham Ngoc Linh, Chairman and Managing Director of Unique Outdoor Agency, shared about the small mobile screens that are giving customers the choice: “They have the right not to click on the Banners on websites, applications, or skipping video ads, even using ad blocking software. As for outdoor advertising, it is easily accessible to all audiences.
He also affirmed that the marketing game through outdoor billboards in large numbers is not for small businesses, because now in Vietnam, the price of a billboard can be up to hundreds of millions a year. For businesses with low financial resources, they will have the choice of static billboards, panels suitable for themselves such as advertising on buses or taxis.
Video is changing the advertising world and consumer behavior. As cities continue to build and expand their digital infrastructure, brands need to take advantage of this moment to create outdoor promotional videos. This is not just a discussion about OOH, it is a strategy for the future of video advertising.