Interlacing Online and Offline in Out of Home

Mansour Wehbe, Client Director, Talon MENA.

With technology evolving, as it always has, we’re constantly seeing new ways of how it seamlessly integrates into our physical world. This evolution of blending online and offline experiences offers an exciting opportunity to dominate through digital OOH (DOOH) strategies and experiential activities.

DOOH is facilitating an even bigger role for online to play in the offline world, embracing a future where technology enhances our lives without overshadowing the genuine essence of the tangible world. Looking ahead, we envision a future in which the online world flawlessly operates in the background, enhancing our lives with AI and AR across other physical media platforms.

In this era, brands are expected to pioneer the fusion of both worlds’ touchpoints, impeccably creating concise consumer journeys from the smallest to the biggest screen out there, elevating their targeting game and widening their creative imagination.

Brands can delve more into dynamic advertising and its advantages over traditional/static OOH. Talon’s in-house effectiveness team, sit on a wealth of data, “Talon Benchmarks”, for instance showing the impact of dynamic DOOH led strategies.

There is a +15 per cent higher brain response when viewing dynamic ads and a +48 per cent higher effectiveness versus campaigns that aren’t dynamic.

For brands, DOOH creative must be tailor-made to the format and not the other way around. Each format has distinctive characteristics, and therefore, requires specific creative ideas for smart use for ideal impact on the audience. Copy is important. 60 per cent of DOOH copy is viewed longer than traditional static copy.

For special builds and experiential activities, which can bring online strategies into the real world effectively, there is a +35 per cent higher consideration from audiences. Special built DOOH, such as 3D (anamorphic) attracts +15 per cent more attention as opposed to 2D DOOH.

As technology evolves, so are consumer expectations and attention levels. With Talon as your OOH partner, brands can harness the exciting opportunities that blending online and offline experiences offer, dominating the busy landscape through DOOH strategies and experiential activities.

This article originally appeared in Campaign Middle East, read on page 81.