Out-of-Home Turns into Theatre
Retail is having a tough transition to the changing digital environment. Yet many brands are finding new ways to brand themselves in this new normal.
Out-of-home (OOH) advertising is experiencing a lift in this new media world. But OOH is so much more than billboards. Today, retailers are realizing the value of their windows and entrances to create more immersive experiences. Store and business windows are becoming display areas with little to no competition for the company’s message. They operate 24 hours a day with app indicators on the window or product code information.
Soon contactless payment functionality will allow for donations to be made right at a nonprofit’s window and video can be synched to show the impact when a gift is made.
The use of vinyl allows brands to achieve a larger share of eyeballs as people are pulled into their messages and graphically directed to digital engagement offerings. There is also the use of sidewalk signs to create selfie opportunities (this example from SeaCrest has many layers to the campaign).
With the resurgence of urban living, the street will become a major media player in the future. Stores that once sold only products may find a new revenue source in selling space and access to walkers and bikers. My challenge is to city code enforcers to be open minded and proactive with new technology and innovation