To address the creative questions advertisers have about how to convey marketing messages using the nascent digital out-of-home medium, Adcentricity, an aggregator of DOOH inventory, unveiled Friday (May 14) the industry’s first creative reference guide. The guide, available here, shares ideas and knowledge from 14 companies such as Mindshare, Razorfish, Saatchi X and Show & Tell about what works in DOOH.
Since digital out-of-home emerged as a new media alternative, it’s been one of the few media to show growth, even during the recession. Yet it still commands only a fraction of ad budgets, mostly designated as experimental. Unsure of how to use the medium effectively, many advertisers simply air their TV spots, rather than create spots specifically for the medium.
The guide is intended to optimize advertisers’ efforts to achieve return on investment.
“The digital out-of-home medium is progressing through the evolutionary challenges that all new mediums face,” said Jeff Atley, co-founder of Adcentricity.
Topics addressed in the guide range include planning, context and programming, campaign message and objectives, and evaluation and measurement, among others.