Everything, everything, on a digital screen is promotion. Regardless of location, running time, style, or which B-list actor was just signed to schlep your wares, it’s there to get the consumer to stop, engage, and ultimately purchase.
Too often advertisers and agencies have the same mindset with a targeted audience as they do speaking to the masses on broadcast television. Concerning the differences between broadcast and out-of-home, a friend of mine in the OOH industry said the agencies “don’t get it and don’t care.”
But a little homework on the front end – learning who the viewer is and why that viewer is in front of the screen – will provide a stronger return on the investment of purposing content for the right audience.
Here are three pitfalls I see in content provided by advertisers and agencies:
One spot for them all. This is the big one right now. Every day it is becoming more apparent that a single spot does not work in all venues. The crucial first step is to learn what kind of consumer is looking at your spot. The price-point savvy consumer has a different frame of mind than the stay-at-home viewer. The speed-walking commuter has three seconds to get your message; your 30-second spot won’t cut it. You need a kit of parts that allows a five-second version or a 15-second version or more depending on the location(s).
My campaign doesn’t need different voices. A corollary to the above, you must be able to say the same thing different ways. Many companies may only produce in English because the spot will go to the markets that index highest in that language. But, in my retail environment, I want both English and Spanish versions because these two groups make up the largest amount of traffic in our stores.
Knowing what the customer wants to hear and see is crucial in knowing how to say it.
I know how to sell my product better than you do. Just because you’re in my venue doesn’t mean you know how to sell your product. And chances are that you’re competing with similar products. Instead of trying to out-do your competition, partner with and rely on the environment to help you make both your product and the customer’s time with you more compelling.
What other challenges do advertisers and agencies have with providing content?
