If you ask any creative they would say Outdoor, as I still call it or Out Of Home (OOH) as it is now called, is one of their favourite mediums. You’ll see any creative go weak at the knees at the prospect of creating an outdoor campaign. Why? Well this is high impact format that challenges us to think clearly, simply and distinctly. To convey a message that has to engage and be memorable in a few brief seconds. It often said in the business that if your idea works in outdoor it will work in any other medium.
OOH is evolving, it now embraces technology, hence the term Digital Out Of Home (DOOH). It is no longer just the static medium it once was. Technology has given it new life. For good or bad this has presented us with new and exciting challenges. I believe this brings us opportunities to create new and brilliant creative work and I also believe that the full potential of medium has not been fully realised in this market.
I’m sometimes disappointed to see DOOH sites regurgitating the print version of ads on digital screens or using 10 second cut downs of a TV ad that been retrofitted onto a DPOD.
By using DOOH like this, it feels like it is being used as an afterthought just to fill a space or to backup a campaign that was designed for other media. Surely we can do much better than wasting money and wasting opportunities for brands to have greater engagement and impact with their audiences?
DOOH now utilises a whole range of technologies, it’s a very rich medium. It can use motion tracking, heat sensing, facial and voice recognition, AI, AR, VR, video streaming and contactless payments. It can use real time data such as weather, time, traffic and shopping transactions. Messages can be updated in real time and geo-targeted. Or it can can display using something as simple as the humble gif. It’s integration with mobile give us countless opportunities to engage with audiences from sharing photos, dispensing products and vouchers to live streaming.
There are some great examples of creative and innovative DOOH from around the world, from the very simple to the more complex. Some of these use existing technology while others have had the tech specially created for them. This trend has been reflected in the past couple years at the Cannes Lions were it has its very own innovation category.
DOOH definitely involves more work than traditional OHH, particular on the technical side. I would not expect every person to be a technologist, but it always pays to keep your finger in the pulse with latest goings on in technology. It might be an obvious thing to say, It’s like any creative process, enjoy the challenge, have fun doing it, learn on the way and you won’t go far wrong.
My tips for working in DOOH.
The most important thing is still the idea:
No matter how good the technology is, if you do not have a good idea, it’s not going to work. It’s all well and good announcing you are first to market with new technology but if your idea is not engaging with your audience with a relevant message you are polishing a turd.
Research the technology:
You are not expected to know the exact detail of every piece of technology that available in DOOH. But keeping your finger on the pulse and researching what’s out there and helps you stay informed about what you can and cannot do. Collaborating with technologists, media specialists and outdoor suppliers at the earliest opportunity is very important. It will help them feel as part owners of the execution and get them excited about the project. There are people you can talk to in JCDecaux, PML and Exterion Media who all want to help. They all want good work on their showreels too. This will also reassure the client that you have done your homework and you know what you are talking about.
Stress test it over and over again:
We can sometimes get over enthusiastic about a piece of technology and loose the run of ourselves particularly when we get bogged down at ideation stage. I often find when tapping to the minds of technical people their enthusiasm naturally runs away with them and they go in to ‘nerd’ mode. It’s important to stop, check and remember to put yourself in to the shoes of who your talking too. The last thing on people’s mind as they go about their lives is your ad. Stress test the technology, and ask yourself will it engage your audience? If you are asking them to download an app – will they? Be your own worst critic. If it doesn’t work, make it simpler or bin it.
Location Location:
DOOH sites are now in a variety of locations, from roadsides to inside shopping malls. It’s vitally important to know where the location of your sites are and what your audience will be doing in those locations. There’s no point asking your audience to engage their mobile phones on a site next to major road.
Invent it yourself (or get someone too)
Sometimes you maybe fortunate to come up with an idea that involves creating a piece of technology that doesn’t yet exist. There is no harm pushing the boundaries of what can be done. With risk comes reward. The idea might be quite nebulous in your head, but this were research comes in again and finding the right people that will help it come to fruition. It’s the nature of tech people to love a challenge and they will generally pulls out all the stops to create something groundbreaking. At worst they’ll be honest and say they can’t make it happen. At least you’ll know where you stand before presenting it to the client. Take look in the area of tech start-ups and university labs, you might find the answer in the basement of Trinity College.
Examples of DOOH
Apotek Hjartat Blowing in the wind
Women’s Aid #lookatme campaign
British Airways – Magic of Flying
Jetstar Dream Holiday Eye Tracking
Mega shark attack at Southern Cross Station
Coca Cola – Bringing India & Pakistan Together
Norwegian Centre against Racism
Netflix gifs Campaign
I love how clever and simple this campaign for Netflix is.
Art Director Nerd 