What I Learned About OOH by Analyzing Over 100 Campaigns on Social Media

But even in the editorial world there is a fine line between organic content and paid content and readers know the differenceamp160 What39s so unique about OOH is that this line doesn39t existamp160 Everything in the OOH world is for the most part an advertisement and consumers know that but most importantly they39re okay with thatamp160 This means that brands can do things with OOH that they can39t do online like creating ads that double as contentMaking an OOH campaign that doubles as content is exactly how you bridge the gap between OOH and social media because contentdriven OOH will do well on social mediaamp160 But how do you do thatamp160 Luckily I39ve done the hard work for youamp160 Over the past nineamp160monthsamp160I39ve monitored and analyzed the social performance of over 100 OOH campaigns by both national and local brands with a social listening toolamp160 From this research there are a few brands that have stood out as the MVPsWhat do these brands do so wellamp160 They look at OOH beyond its fundamentalsamp160 It starts with your audience and how they consume contentamp160 There are four trends I39ve seen brands utilize to create campaigns that do well on socialamp160 Use one or more of these trends in your next OOH campaign and your brand might be the next one to break the internetExperiential We are currently living in an experiential economyamp160that is consumers are increasingly spending money on experiences rather than thingsamp160 So choose an experience that mattersamp160 For exampleamp160Spotify and the Brooklyn Museum created a station domination in New York City39s subway system to promote their new David Bowie exhibitamp160 This wasn39t any ordinary takeover they transformed subway posters into Bowie paintings created plaques mimicking subway signs provided Spotify codes for exclusive Bowie playlistsamp160and sold David Bowie metro cards that became instant collector39s itemsamp160 The Bleecker and Bowery Street stations looked like the ultimate shrine to the late icon as the campaign helped the museum reach itsamp160goal of two million visitorsThe campaign reached over 688 million consumers on social media spread to an additional 34 million consumersamp160and was mentioned over 16700 timesContextual RelevanceConsumers are 86 percent more likely to recall an ad that relates to their environmentamp160 Placing a witty ad in the right location at the right time has the power to capture your audience both online and IRLamp160 Postmates ran their quotWe Get Itquot outdoor campaign in New York City and Los Angeles using clever taglines that any average New Yorker or West Coaster could relate toquotWhen you don39t want to see something or say something but you do want to eat somethingamp160 Foodamp160 We get itquotquotFor your consideration Eating falafel in pajamasamp160 We get itquotThe social response was hugeamp160 Over 297 million total social impressions were reported during the campaign which then translated to a nineamp160percent lift in brand awareness and a 10 percent lift in app usageShareableOne advantage of having phones in our hands 247 is that we don39t miss an opportunity to create contentamp160 OOH taps into that by providing consumers with large canvasses that can be easily captured and shared in an instantamp160 But it39s important to realize that people don39t take pictures of just anything and that39s why what you do with your creative is extremely importantamp160 OOH that is simple innovativeamp160and eyecatching will almost certainly end up on social mediaSony Playstation4 used a shuttle wrap to promote the launch of their Spiderman video gameamp160 They knew their audience would be astonished by a subway completely covered in largerthanlife images of their favorite superhero in action so that39s what they created see photo at topamp160 Diehard fans touristsamp160and even cosplay artists took photos with the campaign and shared itamp160 The campaign reached more than 27 million consumers spread to an additional 135 millionamp160and was mentioned in over 10000 social postsInfluencersIn today39s age of data insecurityamp160it39s becoming increasingly difficult to trust adsamp160 OOH being 100 percent viewable and permanent in the real worldamp160skips over any security risks and helps brands build trust with consumersamp160 Influencers also do the sameamp160 Therefore combining the two is an undeniable power force for brands that want to stand outAs a result of this organic creation of content around OOH Outfront Media recently announced that it is bringing social influencers to OOH first hand By partnering with WeAre8 an influencer platform that specializes in connecting highprofile brands with microinfluencers who are skilled at creating and amplifying content Outfront is demonstrating outofhome39s connection to social mediaamp160 This partnership puts the company at the forefront of the industry extending social media amplification even greater and eliminating the need for a thirdparty serviceOutfront enlisted baked goods company Bauducco as the first brand to put the influencer program in actionamp160 As a part of Bauducco39s outofhome campaign food influencer Jonathan Cheban foodgod shared photos of the campaign with his 29 million followersamp160 Cheban39s strong presence on social media and his engaged followers helped amplify Bauducco39s messagingVital Proteins a digital brand that relies heavily on influencers and social media advertising is another brand doing this with theiramp160campaignamp160 They took a step away from their digital presence and ran a huge OOH campaignamp160 But to stay true to their brand39s DNA they featured their army of social influencers in the creativeThey didn39t stop thereamp160 The influencers went out to the billboards to create content with the assets and share it on their social mediaamp160 The posts looked organic and allowed the influencers to create content in a unique way ultimately reaching over 36 million consumers and accumulating over 130000 likes on InstagramNow you know what you have to do to take advantage of the natural relationship between social and OOHamp160 I look forward to discussing your amazing results here in six months or soClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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What I Learned About OOH by Analyzing Over 100 Campaigns on Social Media

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Briana Draguca

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What I Learned About OOH by Analyzing Over 100 Campaigns on Social Media

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