From dating apps to grocery services and B2B platforms, digital brands are using outdoor advertising to extend their online influence with real-world impact on the street.
In a world of oversaturated online content, digital brands are finding a place in consumers’ lives beyond the browser. Despite operating solely in online spaces, relying on in-app or website actions, these digital-facing brands are embedding themselves into the places audiences are spending their time offline to drive visibility and retention among consumers.
By nature, urban consumers in New York City, Chicago, Boston, and San Francisco are business-focused, busy, and constantly in motion. That means advertisers must find space and time to capture attention in critical moments and establish a connection with people in the real world. With DOOH, advertisers can activate multiple creatives or take advantage of full-motion ads to maximize attention-grabbing messaging. Brands also reach audiences with defined mission statements, recognizable branding, and calls to action, priming them to engage---and the success is undeniable.
According to The Harris Poll, DOOH spurs considerably high action rates, with 84% of people who were exposed to a street level DOOH ad taking a mobile action, including 48% performing a search about advertisers, 37% visiting advertiser social media channels, and 33% using or downloading the advertiser apps. Research from Worldmetrics also shows that 81% of consumers prefer outdoor ads over online ads, proving digital brands have a distinct opportunity to make an impact.
Digital brands look to appeal to younger tech-savvy audiences by featuring influencers and celebrities in their campaigns to make an impact, particularly among Gen Z and Millennials, who are widely regarded as social media natives. Research from The Harris Poll shows that 49% of consumers who saw influencer endorsements in OOH ads would perceive the brand/product as high quality, 48% would consider it trustworthy, and 34% would consider it more memorable than others. Placing real world public figures in real-life advertising allows brands to resonate with their target audience by creating instant recognition and capitalizing on affinity.
JCDecaux street furniture in leading US markets helps leading AI, B2B, and fin-tech brands educate C-suite leaders and business professionals about the latest technology and streamlining processes in their fields. Ahead of major conventions, brands can target attendees as they traverse the city in between scheduled events, maximizing exposure and retention at the exact moments when these topics are top of mind.
Explore our portfolio of digital brands leveraging OOH to create memorable and actionable campaigns on the street here.
