Personalization in OOH Marketing: Engaging Audiences in a Saturated World

 

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.

For the latest news, videos, and podcasts in the Software & Electronics Industry, be sure to subscribe to our industry publication.

Follow us on social media for the latest updates in B2B!
Twitter – @TechMKSL
Facebook – facebook.com/marketscale
LinkedIn – linkedin.com/company/marketscale

Follow us on social media for the latest updates in B2B!

Image

Latest

Why Hardwired Buttons Outperform Wearable Devices in School Safety
July 15, 2024

In a recent episode of “Secured” with hosts Mike Matranga and Mike Monsive, the conversation revolved around the evolution of safety systems in schools and wearable devices. The discussion highlighted the simplicity of understanding effective systems, using Buc-ee’s gas stations’ success, known for their clean restrooms, as an analogy for consistency and excellence. Matranga…

Read More
AIS targets
Fact or Fiction: Do All Boats Show as AIS Targets on Radar?
July 12, 2024

In this latest episode of Icom’s “Fact or Fiction,” Captain Kelly Gordon tackles a common misconception about marine radar systems: Do all boats show up on radar as AIS (Automatic Identification System) targets? Many believe every vessel on the water appears as those distinctive little triangles on radar screens, representing AIS targets. However, Captain…

Read More
AI in content marketing
Generative AI in Content Marketing: Why Creativity & Authenticity Will Make it Work
July 11, 2024

Will 2024 be known as the year AI made waves in content marketing? It sure seems so, with recent AI-driven ads from Toys R Us and Under Armour generating significant buzz online. Not just this: Despite having no official ties to the brand, a mock Volvo ad created entirely by AI has also gone…

Read More
Hiring Made Human: Hiring When You’re a Start-Up
July 11, 2024

The challenges of hiring for a startup have become more pronounced these days than ever. With technological advancements and evolving market demands, startups must be agile and strategic in their hiring practices to ensure success. According to some studies, nearly 90 percent of startups fail, with a significant factor being the inability to attract…

Read More