Where is the next great marketing innovation coming from? The advertising industry has changed drastically over the last decade, especially outdoor advertising. New technologies are pushing the industry forward with artificial intelligence, machine learning, voice search, and digital out of home (DOOH). Also, we need to consider the outdoor advertising advantages when used in collaboration with voice technology.
More and more advertising space is now available online, and digital out-of-home (DOOH) solutions have expanded significantly.
Most recently, COVID-19 has become a major disruptor in the world of outdoor advertising. It has disrupted the ways in which humans interact with the world, but, in non-pandemic years, people spend 70% of their time outside at work or school, commuting to shopping, or doing other activities. Outdoor is where OOH shines as a medium-allowing advertisers to reach those who spend most of their time outdoors.
However, outdoor advertising is again on the rise. There’s a lot to keep an eye on in the space, but marketers need to be ready for what comes next.
The current state of outdoor advertising advantages
Outdoor, or Out-of-Home, advertising is making a comeback. With users becoming more and more tired of being bombarded with advertisements online and on their mobile devices, outdoor advertising is ideal for businesses seeking authentic exposure.
Out-of-home advertising allows consumers to see a brand in their natural environment and contributes heavily to an attractive brand image. It’s effective in creating brand loyalty and remaining consistent through multiple brands, products, and services. It’s also a great way to drive traffic to your business, which can lead to an increase in sales.
Basic outdoor advertising advantages
This translates to better methods of attracting the attention of your audience and getting them to see your banner.
People can never avoid seeing one
There is no AdBlock service for outdoor advertising, and people will always have their attention attracted towards banners or billboards.
It is open to new technologies
OOH and DOOH have always been welcoming towards new technologies that can help them perform better and retain more engagement data.
It grants exposure to millions of people
When choosing the right location, a single banner, billboard, or bus-side ads, it can generate millions of views. Also, if it does not reach the desired number of sales, it surely generates a lot of brand exposure.
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Budget trends in OOH & DOOH advertising
The total DOOH market in Europe is worth nearly €9.4 billion in 2021. While this is small compared to the €28.5 billion achieved in the traditional OOH market, we expect it to grow to €13 billion by 2024, while conventional OOH will remain relatively flat. DOOH is now the second-fastest-growing advertising medium (trailing only the mobile internet) and is predicted to account for over 30% of OOH revenue in some mature markets.
Outdoor advertising problems and how to solve them
Out-of-home advertising, TV advertising, and other forms of advertising that do not provide a saving option focus on connecting with people while they are on the go or busy-with-hands. It can be while they are outside their homes or home doing “after-work” chores or routines.
According to IAB, Out of Home (OOH) advertising channels lose parts of the budget dedicated to marketing by companies compared to online advertising channels. It happens because outdoor advertising channels have a lower interaction time than online platforms, and there isn’t any precise tracking. Let’s find out some problems marketing teams face when using these channels:
Reduced time of exposure
The OOH & DOOH ads and other similar media need to be assimilated in a short amount of time. In some cases, the audience might not have that short amount of time to evaluate and come to a decision regarding the ad. Targeting media that has a short exposure time is difficult.
Not anyone driving past a billboard is part of the target market. Exposure time is short, so messages are limited to a few words and/or illustrations. What if users want more information?
Difficulty in measuring the audience
It is challenging to measure the audience regarding these forms of publicity. For example, to provide reliable metrics on a (D)OOH system’s audience, you need to use heterogeneous research or technological tools. But, more than challenging, it is not possible to have valuable information for these audiences that you can share with the brand the ad is about.
No Lead generation possibility
One of the strong points of outdoor advertising is the vast audience they target. There is 100% Human traffic, ads are unskippable, no ad blocking option, and people can view the ad every day if they have the same walking routine. Does your company have this data? Who are these people? Is there a way to get their phone, email, or name if they are interested in what they see? The current technology does not provide that.
The outdoor advertising advantages of using Voice Technology as a solution
The solution is hidden in Artificial Intelligence, specifically in Voice Technologies. Voice is the most natural way for people to communicate with each other, and lately with brands. It is natural to ask with voice questions like where to find this or that service.
How is this possible: thanks to voice applications.
Users face every day a call for a link to click. Outdoor advertisements like ads in buses, buildings, and more need to generate awareness and increase numbers on marketing reports. The same happens with an ad displayed on a billboard or a bus station display. However, there is a lot of friction to access these links while in the real world.
Through voice applications, you can enhance the user’s experience from OOH advertisements by sending it to a voice assistant. It can be easily activated via voice on a mobile phone and then let the conversation begin. The experience with the brand is naturally extended.
What is a Voice Application?
A Voice Application is a voice-enabled software application that can respond to spoken commands or queries. Such applications can be used in the home, workplace, in the car, or on mobile devices. In our case, we are referring to voice applications like Alexa Skills and Google Actions.
How can Voice Applications work for Outdoor Advertising
When a brand requests a D/OOH marketing campaign, all your company needs to do is to create and integrate a voice application dedicated to that campaign. Ipervox will help you create the voice application, be it an Alexa Skill or a Google Action. This voice app will be designed to enhance the user experience with the ad and extend the ad’s time of exposure to the user.
Next, your company will take care that the creatives include the wake word of the voice application inside of them. The wake word will serve the customer to easily access the voice app, using a single voice command.
When the user sees the advertising, the only CTA for them is to activate the voice application for further information. Also, they will be able to save the link, access it later, and much more than that.
What are the pros of this methodology (there are no cons)
Voice Applications are the bridge between Outdoor Advertisement and target audiences that, for the moment, can give power to these marketing channels. They can generate a higher number of leads, users & potential clients data, deeper analytics, and more.
An extended time of exposure
Thanks to the voice application dedicated to that campaign for different advertising channels, the user can ask their smartphone with the wake word and get all the information needed without stopping what they are doing. The communication happens in less than a minute; thus, there is no problem if the user is moving or with busy hands. The voice app can inform the user directly or send an SMS/email on their phones with detailed information regarding the offer.
Easy and frictionless way to measure the audience
You can bring back OOH advertising power thanks to the voice applications. The company can easily, through Ipervox, have the data of all interested users that want to know more about the publicity they were exposed to. Once the user activates the voice app, we can get the user’s data, like email or even phone number. This also gives the possibility of distinguishing the users from specific ads, giving valuable data for A/B testing, or even ad location and channel distribution.
Lead generation for each advertisement
Each advertising done through these channels can have the possibility of displaying a call to action with voice. The marketing company can also quickly gather data for each ad. The users that will activate the voice app to know more about the product can now be converted into identifiable leads. This is compared to previously, where there was no tracking of the users that gained interest from the ads.
You have to consider that, without the use of Voice Applications, the user needs to act immediately, either because the ad moves too fast or because they have to keep going. They need to memorize something from the ad, be it the company’s name, some link URL that invites them to go and visit it, or price, product logo, and more. A lot of information, little time.
Using Voice Applications instead, can really enhance the existing Outdoor Advertising Advantages and much more. In this case, the user does not need to stop what they are doing. Since the ad will lead the user to the voice app’s activation, they can ask their smartphone by voice to activate the app that gives more information regarding the advertisement. They can also ask for more information to be sent to their emails or phones as a text message and learn more about it later. There is no need to take notes, remember anything, or leave it for later (and probably forget about it).
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Outdoor Advertising Advantages When Combined With Voice Technology was originally published in Chatbots Life on Medium, where people are continuing the conversation by highlighting and responding to this story.