Are Black Mirror Videos the Future of DOOH?
An example is the use of social media and user-generated #hashtag conversations on social media displayed on DOOH screens. The total reach of a DOOH campaign amplifies when shared on a social media channel. Providers such as Miappi work with brands to screen content streams from Facebook, Twitter, Instagram, YouTube, Pinterest and more in the form of a social digital wall. This is made possible through a platform that uses machine learning and AI technologies to collect and curate brand owned and user-generated (earned) content. The content is curated from feeds via Facebook, Instagram Twitter, YouTube, Slack and many more. Content is screened via "personalised human moderation services", and customers can cut through the noise to display the most valuable content and tell a more authentic, compelling and engaging story.
To date, Miappi has delivered over 9000 digital displays in over 50 countries. Part of the power of DOOH is its use as a vehicle for hyperlocal campaigns. Include social media, and you have the opportunity to create highly personalised locally relevant stories that include user-generated content. Further, it drives earned media and offers tangible proof of measurable and impactful returns on the marketing investment.”
Social media walls also work well at conferences and fashion shows.
Will Consumers of the Future Choose Their own Adventure?
It's foreseeable in the future that videos will be combined with direct consumer retail such as an interactive wall where you can buy clothing direct from runway fashion videos. Consumers are already accustomed to using digital apps to make purchases, and this could extend to buying products direct from videos on digital screens via a QR code, touchscreen or other mechanisms. I believe we'll also see the use of interactive 'choose your own adventure' videos like Black Mirror's Bandersnatch. It's release was hailed the future of TV. providing the potential for longer digital ads and more short film style commercials for luxury brands in appropriate places.
Earlier this year, to promote its cold brew coffee, Nescafe launched an interactive game at People’s Square Station, Shanghai. By standing in the interactive area and moving their bodies, passengers could control the coffee bottle on the digital screen to collect the coffee drops and try to fill up the bottle in 30 seconds. After playing the game, participants received a QR code with which they could get a free bottle of cold brew coffee from the vending machine nearby.
As video becomes the norm for out of home advertising, we can expect the sophistication of campaigns to increase particularly when combined with emerging technologies that create truly interactive experiences.