Customization and personalization have become the cornerstones of the modern customer experience. No longer do generic communications or cookie-cutter approaches cut it – especially with younger, more tech-savvy customers. According to a customer report by Salesforce, more than 66% of consumers expect businesses to serve them unique, personalized content. However, providing personalized communications at scale can prove very challenging. One trend that has helped transform this shift is digital out-of-home (DOOH) advertising.
Unlike channel-based digital signage, DOOH goes beyond simply digitizing out-of-home advertising for a digital medium. DOOH is dynamic, allowing for specific content to be targeted to specific screens based on customer data allowing for individual customer experiences.
Targeted advertising
DOOH allows for targeting specific audiences, creating a completely customizable form of advertisement. For example, digital signage can advertise a coffee shop in the metro or subway station in the early morning hours – targeted explicitly at commuters that may need an extra pick-me-up. DOOH is backed by the power of big data, and with the audience analytics market growing at a CAGR of 12.1%, as stated in a recent report by Mordor Intelligence, the possibilities are limitless.
Real-time content
The conversations between businesses and consumers now happen in real-time. Customers expect that the content served to them will be personalized to their particular needs. Using real-time data and analytics, DOOH advertisements can use the weather, time, location, and more to serve specific ads. Ads for salads can be displayed near gyms while pizzas can be advertised near a night cub. An ad for a refreshing lemonade can be displayed in the middle of a hot day, and a nice cocktail can be displayed at happy hour. Now imagine that on a global scale. Dynamic DOOH provides limitless possibilities.
Interactive content
What if advertisements could be a conversation? Rather than an ad telling a consumer about a product, what if consumers could have a dialogue with the ad? A PR Newswire article states that interactive content yields a 94% hike in engagement rate, which makes one thing clear; customers want to be heard. With dynamic DOOH advertising, customers can engage in conversation with an advertisement. For instance, an advertisement can market a new shoe while asking consumers what they look for in a new sneaker. Not only will the customer’s response be recorded, but additional data regarding the customer’s demographics will also be stored, providing invaluable business insights.
Improved customer experience
Another major shift in how consumers shop is that they don’t just shop for a product – they also expect an experience. Customers are more demanding than ever, having an even clearer picture of what they want and do not want. Customer experience is vital to customer retention. A recent study by Emplifi states that 86% of consumers will leave a brand after just two poor experiences. Conversely, a Forbes survey states that 74% of consumers are more likely to purchase again if their previous experience was positive. The capabilities of DOOH advertising can significantly enhance the customer experience, helping to create return customers.
The interactive future
These types of dynamic experiences are becoming crucial to meeting the needs of the modern consumer. In order to stand out, businesses must ensure their DOOH offerings are robust and built on the latest technology.
Wipro VisionEdge combines the simplicity, flexibility, and security with state-of-the-art technology to enable businesses to create dynamic DOOH advertisement solutions that can turn your visions to reality.
Manish Verma
Global Practice Director for Wipro VisionEDGE
Manish has over 20 years of experience in the media and entertainment domain, overseeing digital TV, video platform engineering and consulting, Manish heads the engineering and solutioning of Wipro VisionEDGE for a range of clients across industries.