Though conversations around advertising often revolve around our phones and computer screens, real-world advertisements are still near the top of the heap when it comes to eliciting emotions—particularly the impulse to buy. The emerging field of digital out-of-home (DOOH) advertising has already begun a revolution in public spaces by offering the kind of targeted dynamic content delivery we now experience through our personal devices.
Unlike traditional out-of-home ads, DOOH allows for dynamic content delivery, making it a game-changer in your brand’s marketing mix. These are a world away from the typical static large-format print ads or the unsophisticated video billboard ads that run on a loop. With the integration of digital technology, DOOH boosts the already-impressive figures of regular OOH ads with personalisation and flexibility in ad delivery, enabling brands to enjoy significantly higher engagement.
Singapore is the perfect location to execute DOOH campaigns, thanks to its combination of high digital penetration, dense urban environments, and advanced internet infrastructure. These key ingredients combine to guarantee a targeted, lag-free experience when displaying customised ads as well as a great reach for campaigns. Critically, if you want to try these innovative campaigns, you can also easily get one of Singapore's trusted digital out-of-home companies to run them for you.
Even with these advantages, you’ll still want to approach DOOH ads in a certain way to guarantee their success. Try these DOOH advertising guidelines to ensure a successful product launch:
1. Choose High-Traffic Locations
As with traditional OOH ads, a good location with high visibility maximises the odds of success. For most product launches, you’ll want to select locations such as shopping malls, transport hubs, and busy city centres where large numbers of people pass by daily. If you have the budget for it, try areas like Singapore’s MRT stations, bus stops, and heavily-visited shopping districts like Orchard Road to reach a large audience.
2. Leverage Real-Time Data for Dynamic Creative Optimisation (DCO)
One of the key advantages of DOOH advertising is the ability to use real-time data to target specific audiences, a process sometimes called dynamic creative optimisation. DCO enables your ads to automatically adjust your creative content based on current audience behaviour, external factors, and location. For example, if you plan to sell coffee or a similar caffeinated product, then displaying your ad first thing in the morning could be a good way to capture the attention of those looking for something to kick start their day.
An experienced DOOH agency should be able to advise you on how best to utilise insights and triggers to deliver relevant content so that you get the right consumers at the right moment. This flexibility allows your launch campaign to stay consistently relevant to more individuals who see your ads.
3. Create Interactive and Engaging Content
While you can use DOOH for static visuals, this may squander one of its key advantages, which is its ability to offer a wide range of content types. Depending on your ad’s placement and distance to its viewers, consider incorporating videos as well as interactive elements like QR codes, social media links, or touchscreens to boost engagement for your product launches.
4. Synchronise DOOH Ads With Mobile Campaigns
Integrating DOOH advertising with mobile campaigns helps maximise your reach and keeps your emerging product right in front of your audience, both in the real world and on their phones. This synergy can also be further leveraged with exclusive discounts, giveaways, or downloadable content reserved only for individuals that have shown interest in your DOOH displays.
5. Emphasise Local Relevance
Unlike mobile ads, DOOH has a strong local character that you can use to your advantage. Work with your agency to tailor your DOOH ads to reflect the display location’s surroundings as well as the local culture. As with traditional OOH, such localised messaging can create a stronger connection with your audience and, in turn, a stronger emotional impulse to explore your new offers.
6. Time Your Campaign Strategically
As with any campaign, you still need to ensure your product launch aligns with key events or times of the year when your target audiences are at their most receptive. For example, launching during Singapore’s Great Sale season or key festivals like Chinese New Year could boost exposure. On a day-to-day level, timing your DOOH ads to coincide with weekday rush hours or sale events at nearby shopping areas can amplify your reach even further.
7. Monitor Campaign Performance in Real-Time
Take advantage of the data-driven nature of DOOH advertising by monitoring your campaign’s performance as it unfolds. Use analytics and biometrics data to assess engagement rates and the nature of audience interactions so that you can adjust your content or strategy according to prevailing audience sentiments.
Stay Ahead of the Curve: Embrace DOOH for Your Next Product Launch
In markets like Singapore, DOOH advertising offers an unparalleled opportunity to make your product launch a massive success. New technology has finally unlocked up-to-the-minute data-driven insights for outdoor ads, providing a new, exciting way to get your target market excited about what you have to offer.
Though DOOH ads are still in their relative infancy, Singapore already has agencies that offer expert guidance in these emerging ad types. If you haven’t yet explored DOOH for your product launch, now is the time to adopt this cutting-edge medium for Singapore’s bustling cityscape.
