From bold 3D digital illusions and special effects to giant analogue formats, digital advancements and technologies such as artificial intelligence, augmented reality and virtual reality are driving exponential success for OOH.
Brands and agencies exercising the creative freedom these techniques afford are producing contextual, immersive, entertaining OOH spots to captivate audiences, create viral moments and bring brands to life in both the physical and online worlds.
Multiple studies speak to the reach of OOH across different markets. Nearly 80% of consumers have engaged with an OOH ad in the past 60 days according to a recent OAAA and Morning Consult survey and nearly 80% of those viewers were inspired to take action (based on a November 2022 poll of 1,461 adults).
We are just beginning to understand what data and technology can do to engage consumers with the right message at the right time in the right place, as well as drive proof of performance.
This year we have seen campaigns that are creating meaningful connections, adding value to both audiences and the cities where OOH operates.
One example is the mobile network operator EE which drew on the live data capabilities of DOOH to make the streets safer through its Stay Connected at Night initiative which rolled out in Manchester in the UK.
(Credit: Ocean Outdoor)
The decision to bring the work to a city which has one of Europe’s biggest student populations was inspired by the Women’s Night-time Safety Charter, a scheme launched by Manchester City Council to help make the city safer for those in the night-time economy.
Capitalising on the location of large and small DOOH screens in popular nightlife spots and areas densely populated with students, EE used live data feed to pull geo-located travel information to help passers-by plan their routes home as darkness fell.
From taxi waiting times to train, tram and bus schedules, 42 billboards used dynamic creative and augmented reality to illustrate travel options and overlaid directions relevant to each location. Four locations detected approaching pedestrians and responded accordingly, sharing location-specific travel options, the screens brightening to make the surrounding space feel safer. It shows what can be achieved when there is out-of-the-box thinking, a committed advertiser and flawless execution.
EE’s campaign was a winner in Ocean’s annual digital creative competition which takes place across six countries. Each year the competition generates more than 400 original creative ideas. These pioneering concepts lean into big-ideas and innovation as much as craft and cultural insights.
And the best examples are elevating OOH from its old “supporting” media role to headline star, often gaining as many, if not more, viewers from secondary audiences through both shareable content and editorial coverage or “earned media”, as it’s now called.
To test the hypothesis that OOH primes and optimises social media campaigns, elevating brand relevance, likeability and authenticity, Ocean turned to neuroscience to demonstrate how premium DOOH helps brands to extract better value from their social media content.
Four previous neuroscience based studies have established the priming effect of premium DOOH on mobile devices. Now we can demonstrate what happens when out of home transcends the physical screen and becomes the content for brands’ social media campaigns.
Put simply, if a brand has a social media strategy on the plan then it should build in DOOH to make it better and more effective. Using DOOH content across social media unlocks significant value, delivering well beyond the priming effect of physical DOOH alone.
The necessary ingredients are a great screen in a recognisable location; eye-catching full motion creative; and a quick turnaround in taking the image from the large screen to the mobile screen.
Pushing the creative potential one step further, Ocean has rolled out DeepScreen® Alive, a new 3D platform which facilitates real-time responses and 3D interactivity.
Developed by Ocean Labs and Ocean Studio, DeepScreen® Alive uses the world’s most advanced real time 3D creation tool supported by state-of-the-art hardware to build even deeper connections with out of home audiences, using live theatre, gaming and effects.
This technology is powered by Ocean Vivus, a fully integrated purpose built hardware and software system which incorporates the Unreal gaming engine, opening up unlimited scope for real time responses and 3D interactivity. The unique system gives more flexibility to brands, complete customisation and the unique immersive moments modern consumers expect.
You can find out more about it here.
Joyous outdoor work plays to one of advertising’s most important qualities: a confident brand that makes people feel good in public spaces. Here are three examples from Ocean in Denmark that are unique, fun and showcase the endless possibilities.
The Bad Guys DOOH Good
(Credit: Ocean Outdoor)
Loosely based on a best seller book series, United International Pictures marked the release of The Bad Guys animated movie with a sweeping experiential takeover of Frederiksberg shopping mall, a premium retail destination in Copenhagen. The campaign combined DOOH with creative analogue displays while a central experiential space was transformed into a mini cinema universe. There, audiences were entertained with trailers and a hugely popular drawing event hosted by the Danish Youtube phenomenon Lakserytteren.
The Netflix Ice Bridge
(Credit: Ocean Outdoor)
As part of the launch of the Scandinavian thriller Black Crab, Netflix wanted to invite the audience into the apocalyptical universe. The solution. An interactive “frozen sea” LED walkway of was installed in Frederiksberg Shopping center. The surface had motion sensors and integrated sound effects so when walking on the bridge it looked and sounded as if it were really cracking. Simple, but unexpected. A lovely piece of theatre.
Augmented Reality – Café Noir
(Credit: Ocean Outdoor)
Transforming a standard indoor digital screen at Fisketorvet shopping centre in Copenhagen into a black portal introduced audiences to the bizarre world of the Café Noir Universe. Using a special filter, viewers morphed into a film-noir inspired creature, in this case the iconic white rabbit, their heads transformed on the screen into the character.
A leader of the out of home (OOH) industry in Denmark, Pia Petersen founded City Reklame in 1998. In 2019 her company was acquired by Ocean Outdoor and now operates as Ocean Denmark under Pia’s leadership.
Ocean Denmark is the country’s number one operator of out of home in shopping centres, providing premium advertising locations in 39 malls.
Pia graduated in business administration and retail management from Oxford Brookes University in the UK, joining the SCHAWK WACE Group of companies in London and Paris before returning to Denmark to launch her company.