In today’s evolving digital landscape, advertising has had a transformative shift.
The power of technology has allowed advertising to evolve and adapt so we, as advertisers, can come up with fresh, creative ways to reach our audience.
Traditional advertising has been left behind, and digital screens have provided an innovative way to engage your target audience, allowing advertisers to deliver dynamic content. It’s been noted that digital displays capture 400% more views than static displays!
But the competition is intense. You’ve got to cut through the noise to stay ahead. You will be left behind if you don’t adapt to the changing industry.
So, how can digital screens be used to their full potential? Here’s our advice on maximising potential customers’ responses.
Create visual displays that can go viral
Digital screens can offer immersive and interactive experiences to captivate your audiences and even help your brand go viral!
I bet you’ve heard of the giant cat that had people staring in disbelief in Tokyo!? Yep, forward-thinking brands are harnessing the power of 3D digital billboards to get people talking.
It’s an experience, a talking point, and a new way to interact with your audience.
The focus is on getting the visual right. Create something that makes people scratch their heads, smile, or struggle to believe their eyes. Once you’ve done that, attention is guaranteed.
Personalise your advertising messages.
Digital screens allow brands to tailor their messages and content to their target audience’s demographics, interests, and behaviours. This can improve customer experience, increase conversions, and boost brand loyalty.
Here’s a brilliant example from Lily in Shanghai, which enabled passers-by to “try on” their clothing using augmented reality.
Personalisation can include using real-time messages. This could be as simple as changing the content on your city centre shopping district screens to target office workers at lunchtime and then to teenagers for the hours immediately following school. With digital advertising screens, this can all be scheduled ahead by one of your team using our web-based content management system.
Using this targeted approach enhances the effectiveness of advertising campaigns, ensuring the right message reaches the right people at the right time and attracting more engagement from your intended audience.
Use digital displays alongside other channels
As in all forms of advertising, it’s important to consider employing a multi-channel approach. Use digital display screens alongside other activities, such as social media, with consistent messaging and visuals across all platforms to ensure maximum impact.
Here’s a fantastic example of how Battersea Dogs Home combined hard copy print with digital screens in one campaign, handing shoppers a leaflet containing a tag that allowed a digital dog to follow them around on several screens.
Harness the power of storytelling
Effective advertising is all about connecting with your audience and triggering an emotion. It’s about being and staying relevant.
Storytelling can increase the value of your conversions by being subtle in the “sell.” A good story will give potential customers something they can relate to or aspire to, a way of visualising themselves in your clothes or using your electronic device.
Just check out this incredible example of Audi, BMW and Mercedes telling visual stories that position them as forward-thinking, desirable, and fun.
Storytelling could also involve video content in which your company’s people talk about how you do things and why or your commitment to sustainability through the responsible sourcing of raw materials.
This kind of content helps you be viewed as authentic, building trust and loyalty. Consumers are more likely to engage with brands that align with their beliefs and principles. By crafting authentic content that reflects their brand identity, advertisers can create meaningful relationships with their audience, driving long-term engagement and loyalty.
Invite audience participation
Digital display screens give you the opportunity to make your audience part of your storytelling. Almost four out of five people say that user-generated content (UGC) highly impacts their purchasing decisions. So, why aren’t you utilising this tactic?
Whether through social media campaigns, contests or interactive displays, advertisers can harness the creativity and authenticity of their audience to co-create content that resonates with others.
Check out this campaign that allowed people to send their photos to digital screens in more than 150 cities worldwide. The users were sent a photo of their billboard, which they would then share on their own social media and amplify the campaign’s reach.
Embrace the benefits of digital displays
Digital screens have revolutionised the advertising industry, offering brands new opportunities to engage, entertain and interact with their audience.
By embracing personalisation, authenticity, and relevance, you can harness the power of digital advertising screens to create compelling campaigns.
Contact us
If you’d like to learn more about using digital screens for your next advertising campaign, contact us. A member of our team will be happy to discuss the options.
For more information on the types of digital displays we offer, check out our products or contact a team member. They’ll be happy to explain the options and help you find the right advertising solution.
