Consumers genuinely love advertising. Inc. magazine once reported on a consumer survey where 81 percent of the participants said: "Yes, yes. Please give me more ads. I can't get enough of ads. Ads are wonderful. I cannot live without them. They put light into my life." However, consumers are getting pickier by the second. The minute an advertiser fails to supply what consumers love, they transfer their love to another advertiser. The vicious cycle goes on. Advertisers are desperate, yet oftentimes, brands tend to overlook the obvious – places where consumers love to be distracted by advertising. The food court is one of them.
Food courts are often found in shopping malls, underground transit hubs and business districts, particularly in cities with high population density and contested traffic. Diners spend an average of 32 minutes in the food court, according to a California-based media agency as well as the survey conductor. Diners will have plenty of time to take in the messages. Food courts are also the absolute prime locations thanks to the proximity of advertisers’ physical shops, boutiques and kiosks merely several steps away. Today’s consumers are constantly on the go. The less time required for transactions to take place, the better. Food court advertising is location marketing at its best.
The operation behind food court advertising can take place in many shapes, which means, everyone can have a piece of this meat. Food court advertising then poses as a sweet spot for advertising agencies with the ability to create dynamic video contents and the resources to implement system installations. There are some key best practices for operating digital signage in restaurants and retail locations, which enable brands to upsell effectively with DOOH digital signage.
One key ingredient to the success of any DOOH networks lies in its ability to draw attention with attractive and relevant content – beyond video advertisements. Real-time updates with news and entertainment keep the audience locked to the screens. Editorial standards are crucial in acquiring information which, going back to the basics, consumers love. For example, you can use feeding cooking recipes, movie commentaries, daily horoscopes, celebrity gossips and public service announcements, plus ongoing sales promotions offered by neighboring businesses. Food court patrons simply love it.
Another key factor to an engaging DOOH network is consumer interaction. Again, consumers love to be distracted while at food courts. Just another minute before they head back to work; just a bit more shopping before they return to home. You can integrate media players with sensor devices to draw higher relevance and strengthen the "wow" factor of contents served. The players can also be equipped with advanced HTML5 rendering engine to provide real-time social media content to extend the level of engagement between the display network and its audience, perfect for B2C consumer brands. During wait times, food court diners can use hashtag to search for and collect public social media within seconds of being posted to networks like Twitter and Facebook, just to name a few.
Conventional advertising is no longer effective to today’s consumers. Billboards, static signage – time to upgrade to Android-based media appliances for the most affordable, the most customizable and the most energy efficient solutions. This is how DOOH networks help food courts and all other retail businesses upsell.
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