Is Digital Out Of Home Media Contextual?

Digital Out Of Home advertising and marketing is the ‘in’ thing, and like social media there seems to be no end in sight to the way in which people are conducting their marketing nowadays. Digital is here to stay.

We’re seeing screens pop up all over the show, and now it is almost impossible not to order a meal off a screen rather than a traditional menu at a fast food joint. We’re bombarded by cellphone and banking ads on screens at airports and shopping centres, and screens are even starting to light up our country’s highways. But there is a problem; the content on these advertisements is lacking context.

Digital Out Of Home marketing has the potential to deliver relevant content to the user or viewer on an almost constant basis. Images and information can be tailored to suit every user/viewer’s tastes, needs and demographic, and content can be designed around the time of day, weather, and location. The power to do such amazing things is already at our grasp, yet all one sees is the same static advertisement again and again.

So, is Digital Out Of Home advertising in South Africa lacking in contextual influence? Yes, it is. This is a general statement though, and there are a few brands and agencies who have developed truly creative and contextual digital content strategies, but more can be done. Can Digital Out Of Home advertising be a contextual form of advertising? The answer is that Digital Out Of Home is THE MOST contextual, if done appropriately. One just has to look at how market leader Google has used their Google Outside interface, or how British Airways has made this incredible #lookup campaign:

Digital Out Of Home certainly has the potential. All that agencies and brands need to do is put their heads together to create marketing and advertising masterpieces. If you are looking for Digital Out Of Home advertising solutions in Johannesburg or South Africa, then make sure you contact Impact Brand Solutions today. We’ll work with you to create something truly inspirational like the examples above.