Why the secret to shareable campaigns is out-of-home

Thanks to mobile, there is no such thing as idle time when we’re outside our homes.

mobile

Our data may well be in the cloud but our heads are firmly buried in our iPhones.

While this may seem like a simple mobile addiction, it is actually symptomatic of how humans are constantly searching for creative stimulus when out-of-home (OOH).

Smartphones are often cited as the thing we can’t live without. They act as our notebook, entertainment system, camera and PA – but they are also a gateway to content, products and people that inspire us.

Kinetic has conducted a number of research projects into the relationship between OOH media and mobile.

Rather than uncovering a disconnect between the two (spurred on, perhaps, by the idea that mobile browsing makes us less aware of our surroundings), we found that mobile helps OOH campaigns work even harder, while OOH is responsible for driving significant amounts of mobile search.

Images are the new social currency

Being mobile now means we are online and inter-connected at all times, capable of instantly capturing moments and sharing them with our networks whenever and wherever we are.

Kinetic Worldwide and Exterion Media recent  study of nearly 1,200 social media users to explore what makes OOH shareable. The study found that 39% have previously shared OOH content on social media and a further 71% would be willing to, but only if it appealed to them personally.

But what does this mean and how can brands appeal to social media sharers?

When it comes to sharing via mobile, consumers curate their content carefully in a culture we call “scrapbooking”.

While mass networks like Facebook invoke a more guarded approach and micro communities created on the likes of Whatsapp are more closed and therefore socially freer, there is one rule that always rings true: to achieve shareable content, brands need to understand what is valuable to their audience and serve it in the right social context.

Whether informing and educational, personally rewarding, able to spark a strong reaction or express the onlooker’s identity, OOH content that adds value while people are at their most receptive will, facilitated by mobile, get the social media seal of approval.

OOH stimulus prompts mobile search

Another study Kinetic carried out with Clear Channel delved into the relationship between OOH and mobile in the purchasing decision journey. We now know that mobile amplifies OOH content, but OOH also plays an important role in driving significant amounts of earned media via mobile.

IAB UK recently found that one in four people will use their mobile devices to look up something they have experienced on OOH media. Our research revealed nearly half of 18- to 44-year-olds have taken pictures of a poster or billboard, which leaps to 80% among 18-24s.

By combining these findings, we can see that mobile and OOH can together form a powerful tool for brands to both drive and amplify their advertising campaigns while directly engaging with people.

The oldest form of advertising might have seemed incongruous with its pocket-sized contemporary, but the two mediums have never been so in tune.

By Sarah Harding, insight manager at Kinetic Worldwide