James Davies, Chief Strategy Officer of Posterscope and I have just released a white paper: “Sociable Media. Seven ways to connect online and offline social experiences to deliver engagement, advocacy and brand affinity.” You can download it free here.
Working with James on the white paper exposed me to some of his and his agency’s thinking about the role of OOH as a critical compliment to other channels. Prior to meeting James, I had been guilty of thinking of the digitization of OOH only in terms of digital billboards. But digital billboards are not the most significant movement of OOH towards all things D. In fact less than 1% of billboards are digital (according to the OAAA).
The more significant evolution in OOH is its ability to work in conjuction with other channels so well. OOH has been quietly pioneering cross-channel connectivity because it has to. It recognized (as all media should) that it has to be a complimentary channel because the customer today is not captive to any screen.
The familiar phone number on OOH billboards is today often replaced with easier to comprehend (or remember) Text short codes, QR codes, Twitter hashtags, Facebook fan pages and urls.
As the white paper’s introduction states, a unique new communications dynamic is being created by the convergence of four media opportunities: online social networks, social networks in the real world, mobile and Out-of-Home media, especially digital and experiential. The paper outlines how advertisers can leverage these channels in various combinations to turbo-charge the effects of both online and Out-of-Home activity and enable a more sociable approach to consumer engagement.
In addition to understanding the role of new media channels in isolation, advertisers need to be mindful of how they interact with each other and with traditional media.
The message time and time again is this simple: As media fragments, the ability to work across channels is one of THE most important features of any communications strategy. Traditional media is “getting digital” fast.