The Evolution and Future of Interactive OOH Advertising
Ever wondered how interactive Out of Home (OOH) advertising leverages technology to help marketers create more immersive, engaging consumer experiences? Nah, us either… Just kidding, since interactive content grabs attention and ultimately drives higher user engagement, loyalty and ROI for brands.
Where do we start?
Before we go into the full details, let’s take a look at the top-line facts. Any brands wanting to see and achieve the same, keep on reading!
- Interactive OOH advertising leverages technology to create engaging experiences.
- The evolution from static billboards to dynamic digital displays enhances engagement.
- AI enables real-time, personalised advertising.
- Grand Visual provides expert services and innovative solutions in interactive OOH advertising. (shameless plug!)
- Interactive OOH ads provide data-driven insights and improved ROI.
Interactive vs. Traditional OOH: The Battle for Your Attention
In contrast to conventional, passive ads, interactive OOH enables users to access the information in a more dynamic and participatory manner. The objective of interactive/DOOH advertising campaigns is to produce a memorable experience that captivates viewers and encourages them to engage with the advertisement.
Interactive OOH: This type of advertising uses technology to allow the audience to engage with the content. This can include touchscreens, motion sensors, QR codes, augmented reality (AR), or mobile phone integration (such as sending text messages or social media interactions). Examples include interactive billboards where audiences can play games, take polls, or interact in real time.
Traditional OOH is a more passive form of advertising. Examples include static billboards, posters, and transit ads. These displays show the same content to everyone, with no direct interaction or personalisation. While traditional OOH ads are focused on exposure, interactive OOH incorporates technology that allows the audience to engage and even influence the content, leading to more dynamic and personalised advertising experiences.
The Role of Technology in Interactive OOH
In interactive OOH, technology serves as the backbone, transforming the traditional advertising landscape into a more dynamic, relevant and measurable medium. By using digital signage and leveraging advancements in touchscreen displays, sensors, mobile connectivity, AR/VR, AI, and data collection, brands can create engaging, real-time interactive experiences, that not only capture attention but also drive meaningful participation.
What are the benefits?
- Interactive content generates twice as many conversions as passive content (Kapost).
- Interactive content can boost customer loyalty by 35% (HubSpot, 2023)
- Interactive OOH ads engage consumers up to 4x longer than traditional static OOH ads (Nielsen, 2017) .
- 80% of people engage with interactive OOH when presented with the opportunity (OAAA, 2024)
Interactive Campaigns IRL – Pepsi MAX
The Pepsi Max Unbelievable Augmented Reality Bus Shelter aimed to create an interactive digital OOH campaign that would share their brand’s message of, “Live For Now.”
We developed an Augmented Reality experience that transformed the static content of a bus shelter digital display into dynamic content through a window that augmented unbelievable scenarios into the real world. Bespoke 2D and 3D assets were realistically composited into a live feed of the street ahead using depth mapping.
Unsuspecting commuters and passers-by were surprised by a giant laser-shooting robot, a fiery incoming asteroid, a manhole with tentacles emerging and more! The resulting footage captured on day one of the campaign was turned into social content to run alongside the campaign.
The campaign was a runaway success garnering over 8 million views on YouTube. 3 million of these views were reached in just 5 days! There was a PR frenzy with news coverage as far afield as Brazil and Australia, reaching over 385 million people.
To promote audience involvement, they usually make use of digital screens, sensors, or mobile integration. Both ITN and CNN ran features of the viral video, as well as social media platforms such as BBC Click ran a feature on the creative technology behind the campaign. The Pepsi Max campaign has also been recognised with over 20 awards, including a Bronze Outdoor Lion.
John Lewis Christmas Tease
In 2023, John Lewis’ Christmas campaign centred around an unexpected star – a Christmas tree called “Snapper.” A young boy buys a seedling and it grows into something more like a Venus fly trap than a Norwegian fir, but eventually, everyone realises that Snapper was perfect in his own way – learning to let their “traditions grow.”
We launched two high-impact, bespoke billboards complete with brand ambassadors within proximity to key John Lewis stores in Westfield London and Liverpool One. Covered in over 500 individual seed packets, reminiscent of the ones in the TV advert, our billboard would reveal the theme and launch date of the TV advert once all the packets were taken.
The seed packets were so popular that they needed to be restocked twice a day! Inside each packet were seeds and instructions that showed our audience how to grow their very own “perfect” Christmas tree just 30 days later.
With sustainability at the heart of our businesses, we worked very closely with providers to ensure all elements of the campaign, from the seed packets to the paper on the billboard, were all ethically sourced and completely 100% sustainable.
Pepsi MAX Hidden Pitches
The Pepsi MAX digital Out of Home campaign, Hidden Pitches, activation featured a Pepsi Max vending machine that surprised passers-by, inviting them to grab a can of Pepsi MAX and scan it at the custom vending machine to receive a branded football.
Once a football was dispensed an epic laser display projected a 2v2 pitch outline onto the street commencing the start of a 10-minute, match session.
Hidden Pitches arrived at London’s Observation Point and this arrival comes as the first of many with the tour continuing to Manchester and Birmingham over the next few weeks. The campaign features Ella Toone, fresh from her FA Cup Triumph where she hosted the first 2v2 game on the laser-projected pitch on the Southbank.
Interactive DOOH Campaign – Quaker Oats
Quaker Oats utilised D6s and a special build bus shelter to share the warmth this winter.
The digital OOH activity displayed real-time temperature data, encouraging audiences to scan the QR code and claim a discount off their next purchase. Discounts were based on the real-time data of UK average temperature – for example, the colder the local weather conditions on average, the bigger the discount.
The bus shelter in Kingston, London utilised a LIVE thermal-imaging feed, playfully encouraging audiences to claim their discount off their next purchase of Quaker Oats. The colder the weather, the more they’d save.
Let’s wrap this up!
Interactive OOH advertising is revolutionising how brands communicate and interact with consumers, creating personalised and engaging experiences. As technology continues to advance, the potential for even more innovative and effective advertising strategies will only grow, driving deeper connections and higher engagement with your target audience.