Out-of-Home: An Opportunity for Social Media Marketers

Out-of-Home: An Opportunity for Social Media Marketers. But generally, the disciplines are treated differently, managed by different teams and often budgeted for separately. It’s rare that both capabilities are housed within the same specialist agency. The opportunity exists for marketers to integrate innovative social media elements into their OOH campaigns to drive deeper engagement and derive increased results from a medium that has traditionally been difficult to measure. Recent developments and advances in OOH–such as the ability to design campaigns that integrate mobile, dynamic and interactive technologies, and the availability of mobile data–mean that the social media and OOH channels have the opportunity to become more intertwined and more powerful. Social marketers just beginning to look at OOH at a new vehicle should consider the following roles that social can take inside OOH campaigns on the future: Social data to inform location based targeting Mobile social datasets are enabling audience buying and targeting. The close proximity is perfect for OOH and allows us to actually target very granular segmented audiences. The result when intertwining channels like this is generation of a ton of earned media. These capabilities come in handy when targeting multiple segments (which most campaigns do). Online, digital and social campaigns have been delivered by use of sophisticated data triggers and based on audiences for years.

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By many accounts, social media and out-of-home are among the fastest-growing segments of marketing today. But even the most enlightened of marketing organizations see them as two very different channels.
Sure, we have seen social media play a role in recent OOH campaigns. But generally, the disciplines are treated differently, managed by different teams and often budgeted for separately. It’s rare that both capabilities are housed within the same specialist agency.
The opportunity exists for marketers to integrate innovative social media elements into their OOH campaigns to drive deeper engagement and derive increased results from a medium that has traditionally been difficult to measure. For social media marketers, OOH should be seen as a nascent and relatively untapped frontier.
So we know that social media has trickled its way into some OOH campaigns, but the applications to date have been fairly simplistic. A social integration might include live tweets posted onto a billboard in Times Square, for example. OOH has been fighting for years to get people to take pictures, scan, text, call and much more with panels and billboards, with–let’s be honest–very little success.
Recent developments and advances in OOH–such as the ability to design campaigns that integrate mobile, dynamic and interactive technologies, and the availability of mobile data–mean that the social media and OOH channels have the opportunity to become more intertwined and more powerful.
When utilized the right way, social media can increase the performance of OOH, increase engagement, lead to more footfall and generate tons of earned media.
Social marketers just beginning to look at OOH at a new vehicle should consider the following roles that social can take inside OOH campaigns on the future:

Social data to inform location based targeting


Mobile social datasets are enabling audience buying and targeting. The details of these audiences, from both an interest and psychographic standpoint, can be very useful in helping inform content strategies, ensuring that the...

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