Digital display screens have become a normal sight in Singapore’s cityscape today. Rather than just having static billboards, companies can now advertise their products and services through dynamic and interactive screens. This has led to a thriving digital out-of-home advertising Singapore marketing scene, opening up new possibilities to capture the attention and patronage of any target audience. But did you know that you can further improve its reach and impact with the help of cross-platform integration?
Let’s take a quick look at what digital out-of-home (DOOH) advertising can bring in for your business and how tying it up with other platforms can give you better results.
Perks of DOOH Advertising
DOOH on its own is already a powerful advertising tool. Because these screens are displayed outdoors, it has a wider reach due to the constant foot traffic where it’s typically located. Likewise, because these displays often feature videos, animations, and even interactive prompts like a QR code, they’re more visually appealing and more likely to remain in the minds of passers-by compared to plain billboards. The medium generally offers more freedom for creative storytelling and allows for quick content changes, seeing as the data of the ad will just need to be fed to the screen.
That being said, DOOH advertising could still be improved upon. After all, with how competitive the advertising landscape is, you’d certainly want for your brand to establish a better connection with more people even after they’ve passed by your digital ad display. This is where cross-platform integration comes in.
Combining DOOH with Social Media
Real-time interaction, wide audience reach, and the potential to go viral are just some of the benefits of tapping into social media for brand advertisements. Brands who are active on their social media accounts are able to engage with their audience directly, whether that be through providing answers to their queries or receiving feedback about a product or service. Now imagine how much more impactful this can be if combined with digital advertisements.
DOOH advertising combined with social media maximises your brand exposure and engagement. This can manifest in something as simple as displaying a call to action to follow your brand’s social media account in a digital ad, thereby further increasing engagement on that platform.
You can also run a campaign on your social media and, for example, prompt people to submit their positive experiences about your brand for a prize and a chance to have their testimonial displayed on your DOOH screens. Not only does user-generated content make your advertisement feel more organic, it also encourages involvement from your audience and thus gets them to feel more invested in your brand.
Another way to establish cross-platform integration is by having tie-ups between your DOOH ads and social media accounts. For example, you can post teasers on your digital advertisements of a commercial that tells a story, then tell the viewer that they can hop on social media to watch the full version. This then gives the viewer more incentive to actually check out your social media account and engage with your brand more directly.
Why Cross-Platform Advertising Matters
There are many advantages to investing in cross-platform integration for your DOOH advertisements. Some of which are the following:
Even wider audience reach
Sure you’re already gaining good reach with your digital ads, but tying up the initiative with your social media or perhaps even other platforms can further widen that coverage. After all, having multiple platforms helps cover both offline and online grounds. This way, you’re able to engage your audience in public spaces or later when they’re at home browsing through social media. In either case, this cross-platform strategy reinforces your DOOH ad with additional references and content.
Better engagement among audience
Having your advertisement on multiple platforms generates more engagement. Having interactive DOOH ads, for example, can easily gain attention, as having someone directly engaging with it may further attract other onlookers to try as well. Meanwhile, an active social media platform gives you a chance to actually speak with your audience and even encourage them to participate in campaigns more actively. Simply put, the variety that cross-platform integration offers means more ways for your target audience to engage with you in a way they see fit.
Easier tracking of data and analytics
Advertisement in any form involves data gathering and analytics, allowing businesses to gain additional insights on whether or not their marketing strategy was effective. By having cross-platform advertisements, it becomes easier to track various metrics of your ad.
For instance, since your DOOH ads are location-specific, you can easily check the data of which specific displays actually got more interactions and are thus more effective based on their placement. Likewise, social media already has built-in trackers to measure reach and engagement generated by your posts. Combined together, data from both points can be used to fine-tune your marketing strategies.
DOOH advertising is already a staple in any modern business’s marketing strategy. Using cross-platform integration along with it can further elevate your brand, maximising campaign impact and engagement among your audience.
