Advertising is everywhere- to the point where many of us just ignore it. It’s not meaningful. There’s too much noise. So, marketers now have to be more creative with how they engage consumers. In a saturated world, personalization is critical. Talking about this concept concerning out of home (OOH) advertising is Cole Cummings, Marketing Director for BoardActive, a platform for connecting brands and customers using location-based engagement.
Cole said, “Personalization is huge in the digital age because consumers are being bombarded with content. They are becoming blind to typical ads. They need to be as personal as possible to engage the customer. Advertisers want to get relevant information to consumers with personalization.”
Technology is, of course, making personalization possible even in the OOH market, allowing brands to actually determine how effective their campaigns are with software like BoardActive’s. “Our software allows for better measurement of campaigns and along with that is personalization for those viewing increasing conversions. The platform allows users to set up a virtual boundary and send content to the apps when people come into the space based on if they have a brand’s app,” Cole stated.
Now brands have a connection to their loyal users and can collect their location habits. With this information, they can segment groups and create targeted campaigns. “With this feature from our platform, programmatic buying will be revolutionized. For example, if there’s a digital billboard near a stadium and based on location data and user profiles, you know that those in the area at a certain time fit a profile, you can deliver hyper-focused messaging to those consumers,” Cole shared.
With any type of advertising, there is always the line between annoyance and benefit. Cole said, “All marketers want to engage consumers- not make them mad. It’s innate to reject advertising that’s not relevant, but when it’s personalized and benefits our lifestyle, we like it. We’re happy for that promotion. This is how brands create loyal customers and long-term relationships.”
Learn more about the fascinating world of OOH personalized marketing and how BoardActive enables it by listening to the podcast.
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