Out-Of-Home (OOH) advertising has long been a staple in the media strategies of brands worldwide, providing high visibility and broad reach. However, the advent of Augmented Reality (AR) and the innovative concept of Faux Out-Of-Home (FOOH) campaigns have brought new dynamics to the advertising landscape. To date, most OOH/DOOH, AR, and FOOH campaigns have been run independently, each often competing for the same media dollars. However, the future promises a seamless blend of these experiences, creating synergistic, immersive campaigns that enhance brand engagement and open up opportunities for driving net-new media spend in the OOH space.

Independent Strategies to Integrated Campaigns

Traditionally, OOH, AR, and FOOH have operated in silos:

• OOH / DOOH campaigns provide long-term placements aimed at capturing the attention of passersby in high-traffic areas.
• AR experiences are often confined to mobile apps and in-store interactions, offering an additional layer of engagement through digital overlays.
• FOOH campaigns, characterized by their mixed reality combinations of CGI and real-world video, are aimed at generating viral social engagement.

Each strategy has its strengths but also limitations when used independently. OOH can lack interactivity and quantifiable impression data, AR often requires active user initiation and is hyper-localized, and FOOH’s impact is frequently short-lived. However, the integration of these strategies into cohesive campaigns can sustain virality and significantly increase brand awareness.

The Future: Blending OOH, AR, and FOOH

By combining these media formats, brands can deliver a unified message across multiple touchpoints, enhancing engagement and driving higher ROI.

FOOH campaigns can amplify the reach of OOH and AR experiences and inform potential audiences about nearby OOH placements and the AR experiences they offer, thus encouraging audiences to engage with physical OOH placements through their smartphones.This multi-channel approach ensures that the investment in OOH is maximized, driving foot traffic, consumer engagement and rich first party data.

Benefits of an Integrated Strategy

Integrating OOH, AR, and FOOH offers several significant benefits:

1. Collection of First-Party Data: This strategy allows for the collection of detailed first-party data and impressions across AR activations and social engagements of the FOOH content, providing valuable insights for future campaigns.
2. Multi-Episodic Campaigns: Brands can launch multi-episodic campaigns, extending the virality of FOOH and enhancing OOH engagement with AR, keeping the audience engaged over a longer period.
3. Enhanced Brand Exposure: Consumers posting about the campaign on social media from their interactions with OOH, AR, and FOOH elements greatly enhance brand exposure and create earned media.
4. Combining Global Reach and Hyper-Localization: OOH is inherently hyper-localized, targeting specific geographic areas with precision. In contrast, FOOH leverages the global reach of social media. Integrating these two strategies combines global brand exposure with hyper-localized brand experiences, maximizing impact.

Practical Implementation: A Guide for Brands

To maximize this integrated strategy, brands and agency partners need to begin laying the foundation.

Digital Twinning of OOH Assets

To effectively integrate FOOH and AR, OOH providers need to create digital twins of their OOH assets. By developing 3D models (digital twins) of real-world OOH placements, these assets become ready for integrated AR / FOOH media campaigns. 

Unified Creative Vision

For integrated campaigns to be effective, a common creative vision is essential. Creative agencies should take the lead in unifying the creative direction across all mediums—OOH, AR, and FOOH. This consistency ensures that the campaign’s message and aesthetic are coherent and impactful across all media platforms.

Collaboration with Specialized Partners

Most agencies lack the necessary resources in-house to facilitate this integrated vision alone. To bring these campaigns to life, it’s crucial to identify agile partners specializing in FOOH, AR, social and CGI. These partners bring the expertise of 3D artists, social analytics, developers, and technologists required to execute sophisticated integrated campaigns.

Step-by-Step Implementation

One: Set Clear Objectives

Set clear objectives that leverage the strengths of OOH, AR, and FOOH. Determine how each component will contribute to the overall campaign goals, such as increasing brand awareness, driving engagement, or promoting a new product.

Two: Coordinate Creative Development

Develop a cohesive creative strategy that spans all three formats. Ensure that the messaging, visuals, and interactive elements are consistent and complementary. This will create a seamless experience for the audience, whether they encounter the campaign in the physical world, through AR, or via FOOH.

Three: Utilize Technology and Data

Leverage CGI technology to create engaging AR experiences and effective FOOH campaigns. Use data analytics to track performance across all formats, gaining insights into how each component drives engagement and conversions. This data can inform future campaigns and quantifiable ROI.

Four:  Foster Collaboration

Collaboration between different teams and stakeholders is essential. Marketing, creative, and tech teams should work closely to ensure that the integration of OOH, AR, and FOOH is smooth and effective. Additionally, partnering with AR developers and digital marketing experts can enhance the quality and reach of the campaign.

The Future of Integrated Media

The convergence of OOH, AR, and FOOH represents the future of advertising, offering unparalleled opportunities for brands to engage audiences in immersive and meaningful ways. By integrating these formats, brands can create campaigns that not only capture attention but also foster deeper connections and drive higher ROI. For OOH professionals, embracing this blend of real-world and digital experiences is key to staying ahead, and unlocking net-new media revenue, in an ever-evolving advertising landscape.