How to Interact with Consumers on a Digital Billboard
Digital billboards allow advertisers to reach their target audience with targeted messages and are a great way to reach consumers on the go. However, they're not always used to their full potential. In this blog post, you'll learn how to take advantage of the digital billboard space and interact with your audience in ways that will make them more likely to engage with your message.
- By Bringing Data To Life
Finding a way to creatively present unique statistics has never failed. This is what made one of Spotify's greatest and largest-ever ad campaigns magnificent. The ad leveraged the company's wealth of user data to highlight its successes. To further increase consumer interaction, the campaign showcased its local user statistics in 14 different markets. For example, an ad in the UK read:
“Dear 3,749 people who streamed ‘It's The End of The World as We Know It's the day of the Brexit Vote. Hang in there. ”
The presentation of data in such a style was more than enough to get consumers to stop in their tracks. Why? Firstly, it acts as a way to acknowledged the consumer for using the product and services. Secondly, potential consumers were able to see the value of the brand.
- By Getting Creative
One of the most outstanding examples of billboard creativity has got to be Toyota's Giant Climbing Wall. Who can ignore a 10-story, 3-ton climbing wall that ALSO happens to double up as a billboard? Not only was the wall impossible to not see, but it was also entertaining. The billboard was used to promote Toyota's RAV4 Hybrid in Times Square, New York. In addition to the spectacular visuals, consumers could stand by to watch pro-climbers scale the wall. Better yet, consumer interaction was taken a step further by allowing anybody who would love to have a go, try and harness and tackle the rugged terrain themselves.
Another fantastic example of gaining consumer interaction by getting creative is Reebok's Speed Test. This was a promotion for their new ZPump 2.0 running shoes. The interactive billboard made use of a combination of hardware and software capabilities. It includes a built-in speed camera that clocked consumers as they ran past the billboard. Taking it a step (no pun) further, any consumer that exceeded the 17 km/h market was awarded a brand-new pair of ZPump shoes that the billboard itself was advertising.
- By Incorporating Artificial Intelligence
Digital billboard companies use artificial intelligence (AI) software that connects directly with consumers' mobile devices via Bluetooth technology when their phones come within a set radius from one of these ads. This means if someone is driving near your advertisement while it's displayed-they will see messages tailored just for them!
Hyundai's digital billboard at Manhattan in New York was called the Hyundai Race. This campaign was able to connect players' smartphones with the billboards display in a car race. This attracted and engaged a fraction of the 300,000 visitors that walk along the street daily. As a fictional artist, Mr. Brilliant said, ‘it created an unforgettable branded experience for thousands of consumers.'
- By Getting Personal
A good strategy of increasing conversions to sales is to personalize your products to your consumer’s need. A personalized message or item is more meaningful to your consumer. This is precisely what Eve Sleep took advantage of with their interactive billboard. The company provided sleeping products and wanted to promote its personalized pillows with alphabets for Valentine's Day. Leading up to valentine's day, consumers via the website could submit a loved ones' names, plus a personalized message, and then view their pillow creations and messages on an interactive billboard in London. It was also possible to see the messages on live streams, and the consumers could share the images on their social media. This not only improved customer interaction but grew the brand image in the community and on social media.
To conclude, it is essential to remember that a digital billboard is a marketing tool and an opportunity for consumers and businesses to interact with one another. The more you know about how your customers think and what they expect from brands on this channel, the better chance you have of connecting with them in a meaningful way.
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