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DECODING THE SCIENCE BEHIND INTELLIGENT OOH DESIGN
In the presently evolving world of advertising where businesses strive to gain heightened consumer attention and recognition through strategic promotion, OOH design as part of the bigger brand communication strategy tends to be a major aspect in the creation of strong brand recall and building positive perceptions. Having made its way to the core brand projection and positioning framework, out-of-home campaign design provides brands with an edge to create not just a lasting impact on consumers’ conscience to influence purchase behaviour but reflect strong persona and vision.
As consumers turn highly informed and conscious, demanding absolute accountability and responsibility from businesses for stance over critical social and environmental issues, building great projection through out-of-the-box captivating campaigns has become a crucial imperative more than a priority for new-age forward-thinking businesses.
Emerging as a concept alongside the changing dynamics across industries and societies, creativity as a force for problem-solving in an inclusive way, happens to be the new buzz with immense potential to shape a better tomorrow. Stressing the idea of ‘Rewire Creativity,’ referring to the need for the development of new systems and frameworks by businesses to take alternative approaches to creativity, talks on creativity, amongst other major aspects including music, tech, culture, psychedelics and more at the recently held 37th SXSW in Austin, Texas, specifically focussed on the importance of taking new approaches to win consumer attention.
Acting as a key factor in facilitating transformation of a business into a brand, consumer trust and attention continues to complement brand recognition quite significantly. In view of the constantly changing scenarios and unfolding challenges, designing striking promotional campaigns to create immersive entertainment experiences and forge strong connections with the target consumers or communities, is nothing short of a great move given shifting consumer sentiments.
Having become a norm for brands seeking profound consumer attention, trust and loyalty that ultimately translates into increased consumer traction and retention, here are some of the game-changing aspects central to crafting compelling OOH narratives and weave the brand story, persona, and vision into campaigns that drives enormous recall and fuels ROI.
Defining the objective
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Being fundamental to designing intelligent OOH campaigns, aligning objectives with the larger brand purpose paves the way to reach out to target customers the right way. As consumers are increasingly inclined towards brands embracing responsible business practices, amplifying the trust of consumers by reflecting concern and care for the environment and society brings immense credibility that further foster strong positive perceptions amongst consumers and elevates positioning as a purpose-driven entity. |
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Redefining creativity with innovation
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As creativity remains to be the core for successful OOH advertising campaign design, remarkable innovation coupled with imagination is the key to resonate with modern-age consumers. According to a study published in the Journal of Advertising Research, creative factors like visual appeal and message relevance significantly influence the impact intensity of OOH campaigns. Brands must think beyond the ordinary to capture huge attention and communicate effectively through spectacular creative campaigns that entails awe-inspiring ideation and care for society, nature, and the planet at large. |
Integrating psychology in OOH design
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Crafting campaigns with an objective to feed customers with moving thoughts and ideas that draw massive attention and leaves a mark on consumer conscience helps significant consumer attention and loyalty. Designing campaigns around brand identity, ethos, values and vision aligned precisely with target consumers’ psyche brings weightage to OOH design for deep impact. As research from authoritative publications like the Journal of Consumer Research suggests incorporation of elements such as humour, emotion, and storytelling into OOH ad campaigns can evoke strong emotional response and fortify connect, by triggering sentiments, brands can create ads that resonates with audiences on a much deeper level. |
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Bringing clarity into OOH campaigns
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Given the constant emergence of new businesses, brands striving to give back to society must embrace clarity in projection and purpose. As substance supersedes noise in the currently evolving business landscape, brands with absolute clarity in presentation as a changemaker or a responsible business stands to benefit the most. As clear and coherent communication and larger-than-life elements that captures attention and resonates with consumers help brands connect with consumers effectively, businesses should prioritize maintaining a superb blend of clarity and exceptional creativity that stays for long at first glance. |
Harnessing advanced tech solutions
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While advanced tech provides advertisers with new ways to leverage insights, cutting-edge solutions specifically designed to fetch critical geolocation and profile data helps businesses deliver hyper-relevant ads and design precisely targeted OOH campaigns. |
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Blending digital elements
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In view of the convergence of digital and traditional media, intelligent integration of digital elements helps create dynamic OOH campaigns, that promises profound consumer traction as well as immersive and captivating brand experiences. For instance, while brands are increasingly seeking smart ways to get into consumers’ minds, TV Sync technology help brands maintain a hybrid presence by facilitating execution of cross-platform campaigns, blending traditional television advertising with digital. |
Measuring success and impact
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Measuring the degree of impact of OOH campaign design is crucial for defining the right approach to reach out effectively to target consumers. Establishing clear objectives and tracking the performance of OOH campaigns through brand awareness, recall rate, and volume of traction help brands deliver more impactful campaigns in accordance with the understandings from the data secured and optimize campaigns smartly. |
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Being abreast of new concepts
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Empowering brands and businesses with approaches to progress parallel to the developing scenarios, a consistent watch on new concepts and methodologies being embraced for designing highly intelligent campaigns provides businesses with a sharp understanding of promising ways to bring out the right campaign the right way to the right audience. By engaging in creative storytelling, bold projection, and strategic featuring of ads elevates the intensity of OOH quite dramatically. To create robust connections with the target consumers, brands and businesses must remain ahead of the curve with emerging trends, phenomenal creative approaches, and intelligent brand projection strategies. |
As OOH design serves as a critical aspect in brand promotion and repute building, the format if leveraged wisely can help businesses not just make an ever-lasting impact on consumers but resonate on a personal level.
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