Cool winds still blow in the Northeast, the warmer days are long overdue. Attentions are much focused on shedding layers, and around the country kids are anxiously awaiting their last days of school. Summertime draws people outside and, in the past, away from technology. But increasingly, people are bringing their technology with them. In the [...]
Cool winds still blow in the Northeast, the warmer days are long overdue. Attentions are much focused on shedding layers, and around the country kids are anxiously awaiting their last days of school. Summertime draws people outside and, in the past, away from technology. But increasingly, people are bringing their technology with them. In the forms of mobile phones and now tablets, social media webs are expanding to ever wilder places.
“Like this picture of this grizzly bear I photographed with my iPad”
Staying on the top of consumers mind is difficult in the summer as activities change and regular TV viewing shifts. But as consumers take their digital lives with them, they present new marketing opportunities.
Wireless networks reach increasingly remote areas, and 4G is even available in some wooded areas (like Central Park), before long there will be very few pockets with no reception.
Simple mobile advertising helps, as people on vacation read their usual sites on their smartphones. Apps are a great tool too, especially games that people play in the car or in an airplane. The transit period is crucial, especially when people are on their way to their vacation destination.
In this travel mode, people have spending money in hand and are open to new ideas. They are excited for the week ahead and relieved to get a break from their normal routines. As people go to new and different places, they try more things. People also forget things (such as this writer so often does) so they need to buy essentials on the way.
“Daddy are we there yet??”
Getting to people in this state of mind is perfect for digital out of home advertising. DOOH can provide quick reminders to people from the availability of services at a particular highway exit to the need for sunscreen to prevent skin cancer. DOOH advertising can take any path and make it a path to purchase, as our industry is so fond of saying.
DOOH that creates a fun interaction, like with kids in a musuem or in the lobby at a beach hotel, can improve a vacationer’s experience, and be a hit with kids (just so happens that it’s sponsored by Coca-Cola).
Tony Hymes is the Editor of the Digital Out Of Home industry website DOOH.com. He produces introductory videos of the companies working across the space from digital signage hardware providers to content companies, DOOH networks, consultants, and software groups. Tony Hymes writes extensively about the strategies behind DOOH advertising, digital signage networks and deployments, and customer engagement trends.