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Intersection of Faux Out of Home and Traditional OOH

 

Creative Director

Immersive Media

Tania Quinn

Tania Quinn

26 February . 2 min read . Opinion

With the growing interest in the controversial realm of Faux OOH and the integration of AR within the OOH space, a significant trend is attracting numerous advertisers. However, it is imperative to gain a comprehensive understanding of what precisely constitutes Faux OOH, as well as discern the disparities between these approaches. When considering the utilization of these strategies, brands must carefully assess various factors and consider necessary considerations.

 

Faux OOH, at its core, involves the seamless integration of CGI (Computer Graphic Imagery) into real-world surroundings. This integration can take multiple forms, ranging from transforming existing OOH sites into seemingly surreal digital renderings through CGI, to utilizing architectural landmarks, urban landscapes, and natural environments as the backdrop for overlaying creative effects and brand imagery. For instance, a notable example includes Chelsea FC’s launch of their new kit through a Faux OOH campaign on TikTok showcases the kit suspended over London Bridge.

Distinguishing Between AR OOH and Faux OOH:

While both Faux OOH and AR OOH leverage digital elements in outdoor advertising, there are fundamental differences between the two. Primarily, these differences lie in the consumer experience. AR OOH revolves around augmenting the viewer’s reality through smartphone cameras or wearable devices. This results in significantly higher engagement from consumers prompted to take action to access such technology. In contrast, Faux OOH relies heavily on social media and other digital platforms for consumers to experience the creative content. Essentially, the main objective of Faux OOH is to exist and thrive within digital platforms.

 

Before embarking on either creative avenue, brands must meticulously evaluate various considerations before execution. In the article, we will focus on the considerations of Faux OOH, the benefits, and the potential risk factors to brands. 

 

Taking a closer look at Faux OOH and its benefits: 

 

Creative Freedom: 

Faux OOH empowers brands to elevate everyday scenes into extraordinary experiences, fostering innovative approaches. With this technology, brands can infuse ordinary settings with a touch of magic, unleashing boundless creativity. For instance, Maybelline’s campaign demonstrates how the seemingly impossible can become believable through imaginative storytelling. When creative content resonates with audiences, it has the potential to go viral, enabling brands to achieve their digital objectives and leave a lasting impression in the minds of consumers.

 

Measurable ROI: 

Digital technologies underpinning Faux OOH enable measurement and analytics, providing advertisers with valuable insights into campaign performance, audience demographics, and return on investment (ROI). This data-driven approach facilitates the optimization and refinement of campaigns to maximize effectiveness and achieve marketing objectives.

 

High Consumer Interest and Recall: 

Faux OOH captivates the audience’s attention by seamlessly blending digital content with physical surroundings. This heightened engagement increases the likelihood of message retention and brand recall among consumers.

 

Next, let’s transition to discussing the factors to consider for a Faux OOH campaign:

 

Perceived Deception: 

It is imperative to acknowledge that when contemplating a Faux OOH campaign, brands must consider the subconscious impact that advertising campaigns should consistently bear in mind. This pertains to elements such as trust, loyalty, and security. The challenge with Faux OOH is that the created content may not accurately reflect reality. This discrepancy could undermine the fundamental principles of advertising mentioned earlier. Therefore, it is essential to thoroughly assess the impact on brand reputation and the potential subconscious repercussions for consumers.

 

Lack of Tangibility: 

Unlike traditional OOH advertising, Faux OOH campaigns often need more physicality, which may diminish the tangible impact of the advertisement on viewers. Without a tangible presence, it can be challenging for brands to establish a strong connection with their audience.

 

Overreliance on Digital Platforms: 

Faux OOH campaigns predominantly exist within digital platforms, such as social media or mobile applications. While these platforms offer broad reach and targeting capabilities, they also come with inherent risks, such as algorithm changes, platform policies, or user behavior shifts, which can impact the campaign’s performance.

 

 Implications of Ownership Rights: 

Who possesses the reality space? When a campaign overlays a Media Owner’s site, is it still deemed the media owner’s rental space? What are the legalities and implications concerning this matter for the brand?

 

The preceding discussion highlights both the advantages and disadvantages, underscoring the importance for brands to assess their campaigns meticulously. A successful strategy involves leveraging all aspects mentioned to ensure a campaign’s success across traditional Out of Home (OOH) and Faux OOH platforms. By effectively combining the benefits of Faux OOH with traditional OOH and carefully mitigating associated risks, brands can create impactful campaigns that resonate with audiences and successfully achieve their marketing objectives.

Tania Quinn is the Founder of Immersive Media and serves as the company’s Creative Director; with her team of skilled designers, Immersive Media has successfully assisted multiple large global brands in executing 3D/Anamoprhic DOOH campaigns. 

Through Immersive Media’s tailored approach, Immersive Media continues to aim to produce exceptional high-quality 3D/Anamorphic creative through following global trends. Tania and her team continue to excel in this creative.