The Digital Storm: DOOH + Cryptocurrency & NFT
Published: November 9, 2021
Blockchain enables the existence of cryptocurrency and non-fungible tokens (NFTs). These digital assets are revolutionizing the fintech industry this year, with the inevitable technological advancements growing in the financial space. NFTs have seized notoriety this year with more than $2.5 billion in NFT sales in the first six months of 2021 alone, up from $13.7 million in 2020, marketplace data showed. While, cryptocurrency’s global market capitalization totals $2.79 trillion, making it enough to be the world’s 8th largest economy by GDP. With leaders placing their bets on currency changing from physical to virtual, the industry still faces immense hurdles regarding public adoption and knowledge.
So, how can crypto and NFT exchange platforms and other players in the industry ensure mass audiences understand digital assets, achieve adoption, and grow in user base?
DOOH is the answer and here’s why:
Unmissable
After spending over 18-months indoors, exhausting every avenue of the internet, consumers are eager to enter public spaces again and spend time outdoors. According to the OAAA and Harris Poll, more than half of consumers notice OOH messaging now compared to pre-pandemic. Although these digital transactions are mainly broadcasted online, OOH provides a unique platform to spread the crypto industry message and knowledge without getting lost in the ad clutter or being skipped. Plus, DOOH has the targeting capabilities to pinpoint geographical locations and audiences which is guaranteed to generate awareness and drive client acquisition for NFT and cryptocurrency brands and platforms.
Awareness at scale
The crypto and NFT sector has gained a ton of public attention as an investment opportunity in the past decade. Bitcoin was used for the first time on May 22, 2010, to pay for pizza and today holds value at upwards of $60,000. Still, these decentralized coins and market exchanges seem to have a delayed upbringing, with insufficient public awareness and knowledge encompassing the digital asset - becoming more hype than adoption.
Not only is out-of-home advertising brand-safe and consumer-trusted, but it also delivers scale of reach. With 500,000 real-time connected screens, crypto and NFT brands can blanket an entire city or even state, ensuring that mass audiences see their message.
Gemini, the cryptocurrency exchange and custodian that allows customers to buy, sell, and store digital assets, wanted to create a campaign that educated consumers while showing that crypto is safe, secure, and here to stay. In order to drive awareness and education while reaching mass audiences, Gemini launched an out-of-home (OOH) campaign across NYC, taking over subways, urban panels, retail windows, buses, taxis, and phone kiosks. And to carry on the cryptocurrency discussion, they leveraged highly influential placements near the New York Stock Exchange, reaching the financial community in areas like Wall Street and Silicon Alley.
Immersive experience
DOOH screens allow crypto and NFT brands to provide an immersive experience in the physical world, thereby piquing consumers' interest. For example, Intersection, an experience-driven OOH media & technology company, and Plug Talk Media, an OOH advertising agency, monopolized Penn Station in New York City with an interactive OOH campaign with over fifty pieces of digital artworks accessible by QR code. The 'Art in Motion' exhibition immersed commuters in one of the busiest transportation hubs, featuring media assets on column wraps, directional clocks, stair risers, and rotunda banners.
Contextualization
Gemini’s most recent DOOH campaign introduced NFTs to a larger-than-life digital billboard by Columbus Circle in central Manhattan. The digital billboard featured 105 cryptic phrases displayed on its new yet-to-be-branded ad space. The phrases can be purchased as an NFT, which the company will sell in an auction through Gemini-owned Nifty Gateway. By renting out the billboard for three years, Gemini recognizes the monumental impact programmatic DOOH media has in connecting consumers with customized, contextually relevant messaging and content.
DOOH creates the perfect canvas for NFTs and cryptos to educate and interact with new and old consumers while bringing digital art and currencies to life. The digitization of out-of-home is increasingly flourishing similarly to NFT and cryptocurrency technologies. With dynamic DOOH, these digital assets will reach larger audiences with more engaging and interactive content while deepening the impact. So, if you're ready to plan and launch your DOOH campaign, our team of DOOH experts is prepared to help at no charge to you! Contact us at concierge@adomni.com.
Written By: Julia Cramer
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