The next box office hit: DOOH
Published: August 20, 2021
The movies, theaters, and production studios took a hiatus during the global pandemic - setting an international precedent for the entertainment industry. According to the Motion Picture Association (MPA), the combined home/mobile entertainment and global theatrical market totaled $80.8 billion, a decline of 18% from 2019 and the lowest figure since 2016. As a result, the entertainment industry reshaped its business practices to become more remote and personalized to fit the continuous shifts in consumer behavior, relying on over-the-top (OTT)/streaming and online video services for entertainment and revenue. However, some “traditional” media have risen from the ashes despite the COVID-19 setbacks. In a recent study published by PwC, live events such as concerts, theaters, and stadiums are likely to find a steady upward trajectory of 1.4% compounded annually between 2019 and 2024.
With caution surrounding the delta variant, people are cautious, but still leaving their homes, increasing consumer mobility by 80% since last January. As ‘mass gatherings’ and covid-restrictions lift, the entertainment industry can open the doors to digital out-of-home (DOOH) advertising to create personalized and immersive campaigns with real-time measurable data. According to a Nielsen OOH Advertising Study, 28% of people go to a movie, and 26% watch a TV program after seeing an out-of-home (OOH) ad.
Digital out-of-home offers entertainment brands the perfect canvas for creative and immersive campaigns as we move to a more screen-centric world. For example, Disneyland’s “Show Your Disney Side” campaign utilized DOOH to transform a shopping mall visit into a magical experience. The Disney team built a faux storefront that became the backdrop for shadow projections of Disney characters. As unsuspecting shoppers walked by, Disney character’s shadows would materialize behind them. The DOOH campaign ended up filming the shopper’s reactions and was viewed over 300 million times and shared over 5.9 million times worldwide, becoming the 2nd most shared ad of 2015.
With COVID creating an extensive backlog of movies and shows, the film sector needs to stand out from the competition. The film industry can employ DOOH to keep campaigns relevant and engaging. For instance, Game of Thrones, the widely popular book and HBO series promoted its final season by showing real-time online social media buzz on DOOH screens to drive enthusiasm and interest around crucial episodes. With 90% of DOOH screens supporting video ads, it is the perfect medium for film studios that have tailor-made, digital content at their fingertips. And will ultimately extend the life and success of their movie or tv show.
Also, integrating online advertising into DOOH campaigns allows the entertainment industry to engage with consumers, measure their impressions, and provide detailed analytics. Using a QR code or link on a DOOH ad creates a visceral experience with their brand that goes beyond online.
DOOH is essential for entertainment brands to market to their consumers, especially with the proliferation of streaming services and online digital platforms; it becomes more important than ever to stand out and attract consumers’ attention. With easy-to-measure real-time data, your brand can modify or enhance the campaign strategy when needed. The possibilities are endless with digital out-of-home.
If you’re ready to reach consumers outside of their homes and contribute to the growth of DOOH, our team is ready to help plan your campaign today, at no charge to you! Contact us at concierge@adomni.com.
Written By: Julia Cramer
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