Digital billboards may not be a brand new technology, but LED boards are enabling marketers some seriously exciting opportunities to deliver more carefully targeted and engaging messages through multisensory advertising, contextual advertising, mobile location advertising and personal preference profiles.
1: Â Multisensory advertising
To create a lasting effect on the consumer’s memory of an ad, advertisers are creating messages that involve all five senses. Â Holographic video, sound lighting and even smell are being integrated to create an experience the audience will find it hard to forget!
2: Â Contextual advertising
Contextual advertising is in context with its environment. Â Billboard ads can be contextual and thus highly increase their aim. Â Imagine a billboard that changes an advertisement for accommodation depending on the destination of the flight you are walking towards.
3: Â Personal preference profiles
Your favourite color, your body shape and any other information that can be observed from your social media profiles can help to create a ‘super profile’ which can be targeted by marketers. Â Digital outdoor billboards will be able to become highly personalised and specific, more so than ever before.
4: Â Mobile location advertising
Using a technology called Near Field Communication (NFC – short-range wireless communication), marketers can advertise to people’s mobile phones as they walk past or into their store!
If you have an example of a great digital sign that you’ve seen, let me know!