Out of Home - May/June 2014 - 15

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advertisers want more than brand awareness
from their advertising investment. they want
consumer engagement.
the failing of any medium in modern
advertising is in its lack of integration into the
broader plan and with different devices. every
message must contribute in some way to greater
revenues or reduced costs of operation for the
brand or organization using display messaging.
No communication stands alone. that ancient
Japanese saying applies: "Nothing happens on
its own - there is always something before it and
something after it."
Smart marketers respect that message
consumption is linear, based on time, place and
activity. they often seek ubiquity with messages
appearing frequently (and even simultaneously)
on different faces during targeted audiences'
"life-pattern" of activities. the collective of
message presentation builds awareness; the
exposure invokes the intended action.
awareness building must switch to "activation"
on the path to purchase. When decisions are
made by the consumer to follow up on the
message, it helps if they know exactly what
to do through a call to action in the message.
examples include making a phone call, visiting a
location or event, or gaining more information at
a website.

these approaches generate the benefit that
the messaging investment is intended to deliver.
Unfortunately, intended actions can be forgotten,
or even the best intentions can be overwhelmed by
immediate needs or other distractions on the part of
the viewer.
out-of-home signage that stands alone is soon
orphaned. But when this media is integrated with
other types of media devices, it thrives and shines. It
leverages, adds value and, in being integrated with
other communication and engagement approaches,
fits well into the broader media-application picture.
advertising and on-location messaging that is
"paid" for an audience of many or is "owned" as
on-premise, location-based messaging, is of higher
value when it establishes a new relationship or
reinforces consumer loyalty to amplify the brand
and extend commerce.

*	 a quick-response (Qr) code has the

MESSAGING
VALUE
contributors
from our

15 | out of home magazine | may | june 2014

the out-of home advantage of digital
display, along with its ability to motivate mobile
engagement through its content or an electronic
"handshake," makes it ideally suited to deliver
value beyond just message presentation.
our action-oriented society with its love of
on-the-go connectivity offers brands that use
displays the ability to gain consumer response to
a message immediately.
the mobile device can be used to make a call,
send an SMS or tXt message, or have a mobile
commerce interaction that could include a
download, browse, registration or purchase.
the electronic handshake between the
message and mobile device can be established in
several ways.
Out of Home - May/June 2014

Table of Contents for the Digital Edition of Out of Home - May/June 2014
