DOOH It Right: Boosting Your Brand’s Likeability Online!

Published: March 30, 2023

Are marketers truly walking the talk in regards to brand authenticity online, or are they simply using it as a buzzword to lure in potential customers? It's a question that plays on the minds of many customers as they grow increasingly skeptical of companies' motives. Not to mention, clinical tests have estimated that the average person is exposed to 6,000 to 10,000 advertisements per day. With so much ad saturation in the online marketplace, it's easy to get lost in the sea of endless brands, losing their genuineness and brand loyalty in the process.

In what ways can advertisers maintain their authenticity and likeability on social media amongst the noise and stand out?

Hint: By incorporating an advertising channel that has been around for centuries.

The answer is out-of-home (OOH) advertising, with a slight caveat. Static OOH advertising received a branding overhaul, undergoing a digital transformation to ensure brands could reach their target audience at the most opportune moments. Known by advertisers as digital out-of-home (DOOH) advertising. By incorporating technical capabilities into OOH, marketers can expect 2.5x more memory encoding and emotional intensity than static advertising, according to a study from Ocean Outdoor and Neuro-Insight.

Helen Haines, Head of Marketing at Ocean Outdoor, stated, "harnessing technology elicits peaks of memory encoding.” The combination of larger-than-life screens and programmatic technology drives higher engagement and influences buying behavior.

But what does this have to do with social media?

In an exclusive Ocean neuroscience research released in March 2023 “establishes how premium digital out-of-home (DOOH) primes and optimizes social media campaigns, elevating brand relevance, likeability, and authenticity.” With brain imaging, neuroscientists were able to prove that DOOH helps brands extract better value from their social media content.

Let’s dig further into the research:

Ocean analyzed brain responses to different forms of branded content shared by influencers on TikTok and Instagram, DOOH content featuring the brand, and social media posts that featured the DOOH content. The responses concluded that DOOH advertising primes social media:

- Showing DOOH on a physical screen and then seeing that same DOOH screen online amplifies brand perception and elevates attention levels.
- People are drawn to brands on social media when they have first seen the brand campaign on a DOOH screen.
- Socially amplified DOOH content shared by brands boosts brand familiarity and relevance.

With so much noise in the online marketplace, it’s essential for advertisers to include DOOH in their omnichannel campaign! Otherwise, they risk being overlooked or, worse, unseen. In addition, the scalability, targetability, flexibility, and measurability of programmatic DOOH campaigns make it nearly impossible for consumers to ignore. So, what are you waiting for? Keep it real, make a splash, and amplify your online presence with digital out-of-home advertising! Contact us at concierge@adomni.com.

Written By: Julia Cramer

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