Attention is in short supply nowadays, and is one of the most important currencies for any business. After all, if you can’t draw your audience’s attention, how are they ever going to see your message?
Luckily, digital signage is advancing by leaps and bounds, allowing companies to draw the attention of their prospects and customers in increasingly creative ways. So, if you too want to stand out from the crowd and get your ad noticed, read on for some tips and tricks.
1. Ads in Motion
Traditionally, OOH (Out of Home Advertising) was a static medium, and this also seems to be a bit of a trend even with digital screens that can do so much more. Moving images attract people’s attention much more easily than the sexiest static design on the planet.
This doesn’t mean you need to spend a fortune on a complex video ad. Something as small as zooming in on your product or scrolling images will do wonders to attract your audience’s attention. And if your ad is surrounded by many others which are all static, you can be certain that everyone will have their eyes glued to yours.
Moving copy and images helps to break up the monotony of what people see around them, and helps you draw that initial interest. This means you can better tailor your message to actually be impactful on your audience, instead of focusing solely on drawing their attention.
A little motion goes a long way to add interest and draw people’s eyes to your advertisement, allowing you to focus on sending a message that will create a better connection between your brand and your audience.
*You can explore using a video creation tool like Magisto.
2. Engage as Many Senses as Possible
Most OOH ads focus on one sense, namely eyesight. Thus, people see the ads and that’s about it. However, you can take it to the next level by engaging more than one sense.
Now, which other senses you engage will depend largely on the location and screens you will be using for your campaign. For example, with a large billboard at a distance, engaging other senses might be complicated.
However, street furniture and indoor screens lend themselves to increased sensory engagement. For example, Cheetos ran an ad campaign in Colombia where they used smell to draw the attention of their audience. They were advertising their new Cheetos Popcorn and installed scent diffusers in bus shelters alongside their display ads that pumped out the cheesy popcorn smell.
You can be certain that this approach definitely drew the attention of their audience. Instead of ignoring the ad as another one of many, the scent drew them in and had them salivating over the new product.
Of course, using scent to attract customers is nothing new. Stores and restaurants have been using it for ages, but it was a more subtle approach, trying to take advantage of consumer psychology – i.e. using the smell of burgers to entice people to walk into a Burger King or McDonald’s but without it being an overt ad.
Nowadays, though, using scent can be a great approach to ensuring your ad stands out from the crowd. And it doesn’t have to be limited to food products. Any product can benefit from the addition of a distinctive scent to draw attention.
For example, an ad for a car can use that new car smell people absolutely love. Perfumes, lotions, and other cosmetics can use their own scent to attract customers, while a travel agency can use the smell of the ocean. A little creativity can do wonders to draw eyeballs… and noses… to your ad.
3. Go Interactive
Interactivity is becoming the name of the game as it has been proven repeatedly that an interactive approach to anything will not only engage people more but also make the experience more memorable.
For example, at conferences, lectures, and other educational events, interactivity has been shown to improve information retention.
So, if you go for an interactive approach, not only will you draw more attention and increase audience engagement, but they’ll also remember your brand better and for longer.
A great example of an interactive DOOH (Digital Out of Home) campaign that drew a lot of attention was the Batman v Superman campaign in Denmark, the Netherlands and Australia. Thus, interactive screens were installed in bus shelters and people could use the screens to become their favorite superhero.
The screens used augmented reality to show the individual wearing their costume of choice. The system even resized the costume to make the final effect as realistic as possible. The result was nearly 9,000 interactions with the campaign appealing to kids as much as adults.
4. Be Smart and Dynamic
Advancements in technology allow for smart and dynamic content that will more easily draw attention than any static ad. You can use incoming data, from the weather to the demographics of people passing by, to tailor your message.
For example, a large retailer might advertise barbeques when it’s sunny, and video games or other products for indoor entertainment when it’s raining out.
British Airways used GPRS so every time one of their planes flew over Trafalgar Square, the little boy in the ad would get up, point at the plane and identify it, telling people the flight number and where it was coming from.
Another great example of using surrounding information to create an impactful message was a campaign run by a youth cancer charity in Sweden. Barncancer Fonden had screens in subway stations showing the effects of cancer on a young woman.
When the train arrived, a camera would recognize it and the wind would blow her hair on the screen, and it would then fly off. As you can imagine, the ad had a significant emotional impact.
5. Be Helpful
Never discount the power of being helpful. Instead of just delivering your message, try to help your audience with various announcements and essential information. Providing information during amber alerts, natural disasters, and other emergencies is definitely one way of showing your audience they are important to you.
But you don’t have to wait for a natural disaster to take advantage. You can display sports scores, concert times, movie schedules and much more, depending on your audience. Remember, helping your audience shows them you are putting them first, and your novel approach will definitely draw attention as people check scores, times, or traffic information.
Regardless of the approach you take, remember that the key element of any successful campaign is the audience. Getting to know your audience – really understanding them – will make it much easier for you to devise a campaign that will draw their attention and keep them coming back for more.
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