If the shortlist for best consumer ad campaigns is any indication, the best marketing campaigns in the U.K. last year leaned heavily on digital signage and digital out-of-home.
The annual Best Awards organized by the U.K.'s Marketing Agencies Association showcase innovative marketing campaigns in the U.K., and this year the awards partnered with The Guardian (U.K.) newspaper to let Guardian readers vote for their favorite of the six campaigns shortlisted for Best Consumer Campaign.
Four of the six included at least some DOOH component as part of broader campaigns that also integrated online, social media, radio and TV.
Some of the campaigns — such as the "MINI NOT NORMAL" campaign:
or the "Emirates Aviation Experience" campaign:
— leaned more heavily on digital signage, but even the ones less heavily reliant on DOOH used it as a significant part of the overall project.
While it was more heavily targeted toward social media, the "We are David Bailey" campaign for Samsung's NX camera, for instance, displayed some of the resulting photographic images on the giant LED screen digital billboard in London's Piccadilly Circus.
(Click here to take a look at the six campaigns shortlisted for Best Consumer Campaign and to watch short videos about each of them.)
In some, the use of digital signage — say in a mall wayfinding kiosk or a train station digital signage display — was so matter of factly gone over that it offered further proof that DOOH is becoming a more normalized part of the media and marketing buy for campaigns.
Either way, the heavy use of the dynamic capabilities of digital signage and DOOH signals that the technologies clearly are becoming a more important part of the marketing landscape.