Having reflected on the many pitches and meets I have had with numerous advertisers and agencies over the last year, it has been interesting to hear so many different ideas being floated around. In particular the cross media mix of online media content with offline OOH advertising. Digital agencies have started exploring OOH. Non digital agencies have started to explore collaboration and use of digital content. In both scenarios these firms are starting to understand that in order to stay on the edge, collaboration and new mixes are needed.
Of course for what our company does this certainly helps. The logic behind it all makes complete sense. No doubt, there is power within online advertising whether it be Google Ads or social media. As we all know, social media is everyone's darling and we all want to find a way to harness its power. Advertisers who ignore this, do so at their own peril as this trend is not going anywhere.
Shifting gears into OOH, as noted in an article by the Economist, MagnaGlobal, a media researcher, predicts that worldwide spending on out-of-home advertising will expand by 8.3% in 2011 to about $26.4 billion, faster growth than that seen for other non-internet forms of advertising. Spending on digital billboards and posters is expected to double in the next five years, to $5.2 billion.
What this amounts to are very new and interesting cross media mixes being thrown about. What better way to direct target consumers to online campaigns than through engaging and fun media in the 'offline' physical world via things like AR or other innovative ideas like --shameless plug--'Parking Stripe Media'. Recognizing the opportunity to really have fun and physically engage and 'pull' people towards your brand in noticeable and memorable ways is key. If that interest is fully captured we know what can happen--mobile pics, tweets, blog entries, sharing on social networking sites etc.
Big advertisers are getting it too. Here in Japan, Toyota's very own agency has summed up my feelings very well on this subject with their corporates-ese message on their website :
"People’s life style and behavior are becoming increasingly diverse and personally distinct. Today, conventional means of mass communication are no longer able to reach consumers individually. Developing unique approaches suited to various diverse personal interests and activities is vital. In order to contact each customer (user) individually and establish “points” for a relationship, we devise, develop and conduct action plans in both the real and virtual worlds."
This trend should only accelerate. All in all, it is undoubtedly an exciting time to be part of these new mixes of Online x Offline media content.