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TikTok rolls into DOOH
How will TikTok and its short-form videos transform DOOH? How are short-form videos making an impact already? To learn more about this topic, Digital Signage Today spoke with Norm Chait, director of OOH product for Ubimo, a Quotient brand.
March 16, 2021 by Bradley Cooper — Editor, ATM Marketplace & Food Truck Operator
As an industry, DOOH has consistently been on the cutting edge of advertising technology and methods. Innovators in the space have utilized tools ranging from dynamic content based on the weather to AR and VR experiences to draw in potential customers' eyes. They have also engaged with social media integrations, such as integrating Facebook posts, into a display.
One social media app known as TikTok is starting to make waves with DOOH. Founded in 2016, this site focuses on short videos, which makes it a natural companion for DOOH, which needs to make a quick impact.
But how will TikTok transform DOOH? How are short-form videos making an impact already? To learn more about this topic, Digital Signage Today spoke with Norm Chait, director of OOH product for Ubimo, a Quotient brand.
Q. What does TikTok and other short form videos have in common with DOOH?
A. Short form video has established a popular way of communicating messages on social media via quick, punchy and relatable content that many consumers respond extremely positively to. What is interesting to me is that this is something that out-of-home formats have been delivering for years.
OOH itself is a type of short-form content, particularly for consumers on the road as passengers quickly read billboards on a highway, or through digital signs, both street-level and venue-based, flashing a short animation or clip over and over. Much like new and increasingly popular types of short form content, OOH creators craft straight-to-the-point messages to incite curiosity so consumers are enticed to look further into the product. To add to that, the comfort level and appeal around quick messages that are also informative has risen along with TikTok's explosive popularity across the world, which is further catering to our shorter attention spans.
Yes, consumers are hungry for content and quick, bite-sized versions resonate particularly well. The key difference is TikTok and similar platforms can be predominantly based on entertainment while DOOH, whether short form static or full motion video, seeks to drive a measurable action: drive to store, to web, build awareness and brand equity or better yet, directly influence a purchase. A brand or advertiser that can effectively marry both the entertaining short form content and the call-to-action I believe will see powerful results because there's an appetite for it, a means to display it via DOOH and the ability to measure it.
Q.Can you share any specific examples?
A.We are seeing more DOOH media owners support a video or video-and-audio creative option. This is being leveraged across a wide variety of media types at supermarkets, convenience stores, gas stations, bars and restaurants, gyms, and doctors' offices, among many others. As marketers continue to expand and embrace an omnichannel media strategy, DOOH has the ability to play a strong role by leveraging broadcast, digital and mobile creative content that showcases formats that also prove to be efficient on other platforms, including TikTok. This video content can be displayed in contextually relevant environments on targeted screens that over-index against real-time location data, shopping history and critical moments when a shopper is making a purchase decision.
Q. Do short-form videos boost user engagement?
A.With shortened attention spans, a marketer only has a couple of seconds to capture consumer interest with their ad. That isn't likely to change any time soon.
However, OOH ads have proven to be a trusted ad format by marketers for engagement and secondary action. Younger generations have become particularly aware of OOH in the past year. A Ubimo survey found that 30.9% of Gen Z and 28.8% of millennials were noticing OOH advertising more in 2020. I believe that will continue to rise.
According to Nielsen, two-thirds of U.S. travelers above the age of 16 said that after seeing an OOH ad, they have gone on to make some type of engagement on their mobile device. As brands begin to see the benefits from their TikTok advertisements, they have a playbook to quickly translate those to DOOH inventory, catching the eye of these consumers in the digital as well as the physical world.
And as online sales continue to rise and the line between the digital and physical worlds converge, omnichannel marketing through DOOH, mobile, social and other forms of advertising will become even more valuable.
Q. Do you think we will see more DOOH users integrate short-form videos in the future?
A. I hope so! As DOOH continues its roll-out deepening scale with existing media owners and adding new screens in yet untapped venues, I believe we'll see more intricate activations, and short-form video, like the ones we've seen on social platforms. With the help of programmatic and the agile foundation it provides to campaigns, the creative possibilities are endless.
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