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Hello and welcome to the 126th edition of Fresh Salmon.

I am pleased to have you here, and if you would like to read past issues of the newsletter, please click here.

Now let’s get down to the business.

Consumers have always been attracted to outdoor advertising. Remember those giant billboards?

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However, it has only been recently that marketers have been able to fully utilize its potential due to technological advancements.

Traditionally, Out-of-Home (OOH) advertising was a one-way communication. Companies splashed out on outdoor advertising, hoping passersby would notice. With the advent of AI and IoT, however, the game is changing.

The Evolution of OOH: From Static to Dynamic

You can promote your business using digital OOH (Out-of-Home) advertising panels, which are also known as digital signage. This isn't your grandparent's billboard. As audiences walk or drive by, interactive digital panels engage them. 

New technology allows advertisers to connect with their audience in previously unimaginable ways by creating a two-way street.

The Future is Now

Marketers should be pleased to learn that OOH advertising is changing. As IoT and AI create increasingly profound levels of personalization previously reserved for science fiction, Digital Out-of-Home (DOOH) advertising offers innovative ways to run ads.

In contrast to paper posters and static images, DOOH uses LED screens to show a series of different ads over a given period of time. Within minutes, advertisers can target specific demographics and alter DOOH ads to reflect current events. 

Dynamic messaging gives traditional advertisers a significant advantage over static ads.

AI in OOH advertising uses object recognition as a powerful tool. Smart cameras are strategically positioned to accomplish three things during object recognition:

• Object Detection - Recognizing captured objects

• Image Recognition – Interpreting and categorizing images

• Image Localization – Identifying the position and distance of an object from the camera

These cameras can collect large amounts of data to help optimize an advertisement's performance. Advertisers gain a better understanding of the value of a particular location by tracking how many vehicles or pedestrians pass by these smart ads. 

Further, recognizing foot and vehicle traffic patterns, the estimated financial demographics of passersby (based on attire or model of vehicle), and other trends can help determine which kinds of advertisements to run.

Tracking and cataloging reactions to a particular advertisement is also possible with smart camera features like facial recognition. 

This data can include demographic information like age and gender, which could be used to determine the ideal rotation of ads on digital screens. 

The ads' performance may even be enhanced by atmospheric sensors on some devices. On hot days, for example, cold drinks can be advertised more precisely.

Privacy concerns are bound to arise when technological advances collect data on individuals in public settings. Face recognition technologies in public settings, where opting out is not possible, are particularly problematic.

Advertisers are constructing OOH systems with security in mind, relying on real-time data instead of storing long-term data.

The main features of Digital Out-of-Home (DOOH) Advertising include geofencing, tracking, retargeting, personalization, attribution, and measurement.

In today's market, DOOH advertising is one of the fastest-growing forms of advertising precisely because it offers so many advantages. Unlike most online advertisements, it has no annoying problems. Unlike online display advertising, DOOH offers some of the same advantages without ad blockers, such as targeting and enhanced traffic data.

IoT and AI are paving the way for OOH advertising's future. For marketers who want to reach a broad audience with precision, digital signage is a compelling choice because of its interactivity and data analytics.

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The Traditional OOH Advertising Challenges

According to Allied Market Research, the global OOH market is projected to grow to $58.67 billion by 2031 from $18.8 billion in 2020. While traditional OOH advertising has endured for many years, it is not always the right fit for businesses of today. The reasons are as follows:

1. High Cost:

Traditional OOH is famously pricey. A short-term campaign on a bus, billboard, or in a service station will cost you a lot of money.

2. Broad Targeting:

Despite OOH's great reach, it isn't the best method for precision targeting. It is crucial to ensure that every dollar you spend reaches your Ideal Customer Profile (ICP) in today's hyper-targeted and tight marketing budget world. The traditional OOH doesn't quite fit the bill.

3. Measurability:

Marketers are obsessed with measuring ROI. When it comes to tracking OOH effectiveness, traditional OOH can feel like shooting in the dark. This lack of measurability makes OOH difficult to sell in an age of data-driven decisions.

Example: Microsoft's "Microsoft AI" Campaign

Microsoft launched a comprehensive OOH campaign in 2018 to showcase its AI capabilities and reinforce its position as a leader in artificial intelligence technology. Using data and technology, Microsoft AI can empower companies to achieve more.

Business leaders, IT professionals, and decision-makers were targeted to see how Microsoft AI can be applied in various industries.

OOH Strategy But Interactive

1. Billboards and Digital Screens:

Microsoft utilized prominent billboards in major cities such as New York, San Francisco, and London. The billboards displayed bold visuals and compelling messages about AI's transformative power.

In airports and business districts, digital screens displayed real-time data visualizations and success stories of Microsoft AI customers.

2. Interactive Installations:

In high-traffic areas such as tech conferences, trade shows, and business centers, Microsoft set up interactive kiosks. In these kiosks, users were able to interact with AI-driven applications, demonstrating how Microsoft's AI solutions could be applied to their own businesses.

3. Transit Advertising:

Advertisements appeared on buses, subways, and taxis in key business cities. With clear and concise messages about the benefits of Microsoft AI, the ads were designed to capture the attention of professionals during their daily commutes.

4. Experiential Marketing:

As part of major industry events and conferences, Microsoft hosted experiential zones where attendees could experience AI in action. In these zones, AI experts provided talks, live demonstrations, and hands-on workshops.

Results:

Increased Awareness: 

IT professionals and business leaders were significantly more aware of Microsoft's AI capabilities as a result of the campaign.

Engagement:

The installation and experiential marketing activities allowed the target audience to experience the technology firsthand and gain a better understanding of its capabilities.

Lead Generation:

Through strategic placements and industry events, Microsoft successfully generated leads and fostered relationships with potential clients.

Key Takeaways:

Strategic Placement:

By placing OOH ads in high-traffic areas and at industry events, your brand is visible to the target audience.

Interactivity:

Brands can be better understood and connected to their audiences by providing interactive experiences.

Integrated Campaigns:

The integration of traditional OOH elements with digital and experiential marketing maximizes reach and impact.

Interesting Thing That I Read This Week

Well well well….

Tweet That I Noticed This Week

Can’t agree more 💯 💯

What Do You Think?

This concludes this edition of Fresh Salmon.

I would like to hear what you thought of today's newsletter.

Also, let’s connect on Twitter, LinkedIn, or TikTok.

Cheers,

Vivek

PS. Do what is good for your soul ❤️