New Outdoor Marketing Technologies Encourage Greater Consumer Involvement In Brands

Marketing Week provides numerous examples of how companies are applying interactive technology to outdoor marketing campaigns to boost and extend consumer awareness of brands through “experiential” activity. Smart outdoor media lengthens “dwell time” for brands such as Heineken, Lynx, Green Giant and British Airways by persuading consumers to interact with, for example, digital out-of-home (OOH) screens and other displays. According to Marketing Week, revenues tied to digital OOH reached £101 million ($156 million) in 2010. About 16 percent of the outdoor marketing expenditures last year were focused on OOH. A growing number of consumers – 60 percent according to a recent survey – want more interaction with digital OOH screens. Forty-seven percent are eager to download discount vouchers from OOH screens to their mobile phones.