The Medium Is The Message

Intel is on the verge of launching it's most expensive advertising campaign in 3 years. The new campaign focuses on the corporate culture of Intel, introducing us to the "Sponsors of Tomorrow." From what I've seen so far, it looks like it could be a fun campaign.

But the element that has me excited is the way Intel plans to incorporate digital billboards in cities across the country. The billboards will pose the simple question, "What do you hope to see in the future?" and will prompt viewers to text in their responses. Once the responses have been reviewed for inappropriate content, they will be uploaded and displayed on the billboards.

It's important to note that I don't think Intel selected digital outdoor as a medium by mistake. In the words of Marshall McLuhan, "the medium is the message." Companies who want to be seen as forward-thinking, cutting edge leaders in their field should consider selecting a medium that matches the image they're wishing to portray. It will reinforce your company's values, and will ensure that the techies who can't help but slow down as they pass a digital billboard will notice you and what you've got to offer.

Combining Two Emerging Forms of Media

Yesterday, the digital out-of-home media company Adcentricity announced that it will offer an in-house mobile marketing solution. The move is creating a lot of industry buzz because it helps to legitimize the prediction that over the next few years, digital outdoor, internet and mobile will combine to create a "triad of emerging new media."

I've been pondering this idea for quite some time, actually. We created a partnership last spring with a local mobile marketing company that allows our advertisers to combine the two mediums. The picture above shows how the two could work together by allowing a car dealership to send special offers or "digital coupons" to interested customers. It's important to note that the target audience must be pedestrian traffic or passengers, since drivers can't be expected to remember the prompt until they have a chance to respond.

For the first time, billboards can create dialogue with consumers and extend their message beyond the small window of time a consumer has to view the billboard itself. Insurance companies could send local rates for customers who text in their zip codes. Sports teams could hold contests by posting a different trivia question each day on the billboards, prompting fans to text in their answers. It's a concept that is just begging to be explored by advertisers looking to reach out to customers in exciting new ways...

The Changing Landscape

One of the classic pairings in mixed-media expenditures is Radio+Outdoor. I can remember several instances when I've heard a radio ad while driving, only to pass a corresponding ad for the same product on a billboard a few minutes later. More recently, radio stations have used digital billboards to show a live feed of what song is currently playing. The combination of multiple mediums in an advertising campaign always serves to make your product more memorable, and gives you greater credibility in the eye of the consumer.

It has been said that the triad of new media consists of internet, digital outdoor and mobile media. The measurability, flexibility, immediacy and intimacy of these mediums are elevating them from peripheral forms of advertising, to legitimate ways for advertisers to move the needle. The technology itself sets the creative mind reeling with ideas on how it can be used, but we've barely scratched the surface of what's possible. There's a great opportunity right now for advertisers and agencies to stretch the limits and really separate themselves from the crowd. The exciting part is sitting back and watching who will step up to the challenge.

7 Keys to a Successful Digital Campaign

The Digital Signage Association recently released a report on best practices for digital signage content. They outline more than 50 variables in 7 categories: Content, Relevancy, Interaction, Schedule, Placement, Refresh and Attraction. Reflecting on my experience in the digital billboard industry, I strongly agree that the best campaigns I've seen, seek to capitalize on several, if not all of those key terms. I'll break them down:

Content. What are you saying? As with traditional outdoor, your message should be short and sweet.

Relevancy. How does it apply to your audience? Engage them with information they care about. Let them know how you can improve their circumstances.

Interaction. How would you like them to respond? Should they call? Send a text? Visit a website? It's their move- make sure they understand their next step.

Schedule. When is it playing? The flexibility of digital encourages the use of dayparted messages, updates, countdowns, etc... Taking advantage of these options will make your ad more exciting.

Placement. Where is it playing? If you're buying more than one sign, use a slightly different message on each one. It could be as subtle as featuring different phone numbers with local area codes.

Refresh. How often does it change? Don't let your message become scenery. Depending on the business, I usually recommend changing it up at least every week or two.

Attraction. How does it look? Bold font, bright colors, no white backgrounds. Your ad should be aesthetically pleasing.

You've made a great choice by purchasing a spot on a digital outdoor network. You'll be reaching out to thousands of people every day with one of the most exciting, enticing new advertising mediums around. But REMEMBER, the space is only as good as the ad that fills it.