Samsung, Loblaws and Corona Light all serve as case studies that highlight a number of leading practices for getting the most from digital out of home buys. Those include:

Harness technology to its fullest: Samsung serves as a perfect example. They intercepted targets working with the Wi-Fi environment of the airport lounge. Likewise, with Loblaws, the company used live feeds of weather reports to dynamically alter ads. In both examples, creative was straightforward, instantly digestible, and took into account the environment in which it was consumed.

Experience is the new marketing: Engage the viewer through active involvement; experience is the new marketing after all. Like Corona posting headshots over Times Square, ads should reward the viewer through interaction. In turn, advertisers should leverage the opinions they get back from those interactions to gain valuable insight. In Corona’s case, that meant gaining a more granular view of age and regional demographics of users. To add stickiness to their efforts, Corona linked their campaign from Facebook, Twitter and other social media.

Focus on bottom-line sales: Out of home is no longer confined to brand awareness goals. Sell if at all possible ― maximize the potential of digital and the relevance of place such as shopping malls, transit locations. More and more retailers are offering time-sensitive offers to consumers as they are in-store. Through Bluetooth technology, consumers can be pitched offers in the environs of store locations as well. To ensure your digital purchases are paying off buy placements that are measureable. Linking to other online assets can help as click through rates and the like can be counted.

Delivering relevance out of home

Once a channel circumscribed by the limits of paper and paste, out of home has transformed, thanks to digital. Now it is arguably one of the most relevant, dynamic ways of reaching out to customers and is helping marketers in their goal of becoming more agile and intelligent. All forecasts suggest that it will be one of the few media that experiences substantial growth in the next few years.