What makes an advertisement stand out and sink in depends on how well it resonates with its audience.
A message that can tap into consumers’ emotional, cognitive, and behavioral dimensions stands a better chance of being noticed and remembered. So how can a brand find its way into this deeply personal space?
Enter Multi-sensory advertising – messaging that incorporates two or more of our five senses (sight, sound, taste, smell, touch).By reaching people in ways beyond what they can see, brands can connect with consumers on a deeper, more emotional level, creating a more compelling experience.
As technology advances, advertisers are tuning in and experimenting more with multi-sensory OOH advertising. To provide a little context, ad spending in the Digital Audio Advertising segment is projected to reach U.S. $3.177 million in 2021.
It’s no wonder the idea is so appealing to marketers. We already know that advertising mediums are oversaturated, making impactful storytelling, consistent messaging, clear communication, and frequent exposure imperative. But take the consumer experience outside and standing out becomes even more of a challenge. When people are out and about, whether walking, biking or driving, they are even more stimulated and distracted by the sights and sounds around them.
To compete for attention, advertising needs to be extra compelling – and multi-sensory marketing can help.
OOH advertising that integrates two or more of the senses does more than draw attention. It can add a surprise factor, ask customers to interact and engage, remind them of a smell they love, or make them feel happy or relaxed. This is aided by the fact that when people are outside of their homes, they tend to be more attentive, aware, and receptive to their surroundings, and thus more likely to interact with what’s in front of them.
It also offers brands the chance to test their customers’ preferences and observe their reactions, leading not only to an increased ability to understand their behaviors, but also anticipate their needs. For example, Vibenomics, an internet marketing service, recently launched an Audio OOH advertising marketplace that gives advertisers the chance to reach over 150 million consumers when they shop, travel, work, and play by controlling and creating background music at site-specific locations. Companies like Vibenomics are paving the way for brands to connect with audiences in an extremely targeted and yet organic way.
Technology like Digital OOH touchscreens and motion tracking advertisements also provide immersive ways to engage with consumers, without making them feel like they’re being sold something. In-store virtual shopping, self-serve kiosks, and hands-free, motion-censored ads are becoming more popular – especially at a time when contactless interactions are the most ideal way to buy products. And we can’t forget about Augmented Reality (AR) and visual recognition OOH ads either. This can be as simple as displaying an ad for Lego when a child’s face is recognized, or as complex as offering passerby’s the chance to become immersed in an alternate AR experience.
Brands that have broken out of their traditional ways of advertising and embraced multi-sensory OOH advertising will likely be way ahead of their competitors when it comes to engaging with their target market – especially with interactive technology becoming cheaper and more widespread. As the way we consume media continues to shift and grow, the way that advertising is created, shared, and consumed should too. Sensory marketing provides just that opportunity, by turning on all of our senses, and providing experiences people will enjoy and remember.
Source: OOH Today