People and places Consumer Engagement with Digital out of home Parveen Bdesha Research & Insight Director, Clear Channel International

1. The insights presented here are from Phase 1 of a multi-market study being conducted by Clear Channel International to understand people in different places and to help advertisers to understand how to use digital out of home to connect brands with people in different environments in a unique and engaging way

2. This presentation is a summary of the key insights presented at the Digital Creative Workshop in Brussels and it draws out some of the initial findings specifically relating to creativity on digital but it does not cover all of the areas we looked at within the study

3. Further phases of the study taking place later this year, will serve to further test the validity of these findings, as well as to give insights into people in different digital environments

People have high expectations for

DOOH advertising 1.

There is an expectation that digital outdoor advertising should be entertaining, fun and engaging It should speak to the individual in a way that traditional out of home is not always expected to, with tailored content that is relevant and engaging Almost two thirds of our sample agreed or strongly agreed that they actively enjoy digital outdoor advertising The vast majority of people say they feel that digital outdoor ads are well presented and different to normal posters at the train station Digital posters are also considered to be more fun than traditional posters, so expectations are high

Engage emotions and tell a story

2.

Like all great advertising, digital outdoor ads work best when they engage the emotions and tell a story This is something that digital, with its potential to employ animation and full motion video, is well placed to do in a unique and engaging way Being provocative, surprising or creating desire, all serve to create greater engagement with digital campaigns

Keep it simple with one clear message

3.

Just as it is important to keep it simple when using traditional outdoor, the same is true for digital If there are too many messages being conveyed at once, some of those messages get lost along the way So less is definitely more, convey a simple message and make it integral to the creative

Maintain campaign synergy whilst using

digital features

4.

A digital ad that has creative synergy with other elements of the campaign mix is likely to perform more strongly Whilst maintaining synergy, it is possible to also use the unique benefits afforded by digital to make this element stand out and connect with people in a different and engaging way

Leverage the environment

5.

It is important to design digital creative with the specific environment in mind, both from a physical perspective and from the perspective of understanding how people think and behave in the environment in question Only then, can the creative possibilities and the opportunity to truly connect with people be maximised Brussels Centraal station has 3 distinct zones and travellers can also exhibit different moods and modes at different times, it is important to understand these and to consider what impact they have on your message

1. People have high expectations for DOOH advertising

2. Engage emotions and tell a story

3. Keep it simple with one clear message

4. Maintain campaign synergy whilst using digital features

5. Leverage the environment

In summary

People and places Consumer Engagement with Digital out of home Parveen Bdesha Research & Insight Director, Clear Channel International