{"id":1578,"date":"2017-06-22T12:50:25","date_gmt":"2017-06-22T16:50:25","guid":{"rendered":"http:\/\/www.acaweb.ca\/en\/?p=1578"},"modified":"2017-11-02T15:56:12","modified_gmt":"2017-11-02T19:56:12","slug":"tips-and-tricks-for-engaging-out-of-home-audiences","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/en\/2017\/tips-and-tricks-for-engaging-out-of-home-audiences\/","title":{"rendered":"Tips And Tricks For Engaging Out-Of-Home Audiences"},"content":{"rendered":"

Out-of-home advertising has a unique power in today\u2019s digitally-connected universe: when done correctly, it\u2019s impossible to ignore.<\/p>\n

\"Billboard
Clemenger BBDO Melbourne and Australian underwear company Bonds\u2019 OOH execution puts innovation and interaction at the heart of its message.<\/figcaption><\/figure>\n

At a recent ACA webinar<\/a>, Jacques Major, Marketing and Communications Director at the Out-of-Home Marketing Association of Canada (OMAC), took attendees on a virtual tour of the globe to see some world-class out-of-home executions, and shared OMACs tips and tricks for getting (and keeping) audiences\u2019 attention.<\/p>\n

Technology takes centre stage<\/h3>\n

While static OOH is and always will be an important part of out-of-home marketing, some of the most interesting work from around the world puts innovation and interaction at the heart of its message, Major showed. <\/p>\n

Take the work from Clemenger BBDO Melbourne and Australian underwear company Bonds: to remind men to look after their \u201cboys,\u201d the agency created a seven-foot tall digital billboard that changed with the temperature. <\/p>\n

The ad itself featured a pair of men hanging in oval chairs suspended by ropes, and as the weather changed, so too did their positions. <\/p>\n

When it was warm, the duo dropped down; when cold, they shrank up. The pair even shook around when the wind blew. <\/p>\n

And it\u2019s obviously not the only brand making its out-of-home interactive: to help promote SICO paints, agency Sid Lee and Reno-Depot created a transit shelter ad that used an app to determine the colours of passing objects \u2013 like yellow school buses or gray tractor trailers. It matched the shade with the nearest hue available at the retailer, pointing passersby to store or online for more information.<\/p>\n