Out-of-home (OOH) advertising, often considered a more traditional media channel alongside TV, print and radio, is in the midst of a digital revolution in Latin America as data and the integration of new technology is unlocking smart, contextual opportunities for marketers to connect with consumers in real-time across the region.
Statista estimates that outdoor advertising spend in Latin America reached $1.3bn in 2018 and this is expected to rise to $1.43bn by 2020 – a clear sign that OOH advertising opportunities across the region are rife and showing no signs of waning anytime soon.
And, as the Festival of Media LatAm Awards 2018 entries show, there is no shortage of media innovation for OOH. Advertisers are utilising new digital technologies and getting smarter with the creative opportunities the channel has to offer.
By leveraging digital, mobile and social data, marketers have shown the ability to target audiences with contextually-relevant content to dynamically change creative in real-time and receive valuable campaign insights to drive performance and optimisation.
The continued rise of OOH advertising is, in no small part, driven by the rise in data and increased investment in measurement systems to improve performance metrics. For example, Latcom, an international company specialising in global OOH, recently launched its 3.0 version of Checking Online, a unique supervision tool that gives a real-time view and performance report of OOH campaigns, giving advertisers total control of campaigns by connecting from a mobile device.
“On a yearly basis we focus on introducing innovative tech solutions to our customers. While launching this new 3.0 version we understand that the control of the OOH communication is key for our clients, hence we continue to fine tune this homemade powerful tool,” said Valentin Bueno, CEO and President of Latcom.
Bueno recently spoke at the Festival of Media LatAm 2018 on how connecting OOH to other mediums can deliver results. Watch the full presentation here: https://www.youtube.com/watch?v=bpbzsrlGzEE&t=676s.
It’s not just digital technology that is driving innovation across the region. More simple tactics have proven to drive a number of successful campaigns, for example using billboards as the canvas to provide something with a purpose such as providing clean drinking water.
While static billboards still have a purpose in the overall media mix, digital OOH inventory is starting to take new shape with the potential to deliver more dynamic creative and custom triggers at scale, across LatAm and beyond.
We put the spotlight on two winning entries from the Festival of Media LatAm Awards 2018, which highlight this trend:
Your Fears Are Back (IT Movie) | Warner Pictures | Initiative | Mexico
Shortlisted for: Best Use of Traditional Media (BRONZE WINNER)
Every person has a specific fear that frightens them up to the bone (Fear of clowns, to be alone, to death, to closed spaces, etc.). Inspired by the movie plot of IT, Initiative brought to life these common fears in order to engage particularly with younger audiences who were eager to be challenged by their deepest fears under the big idea “YOUR WORST FEARS ARE BACK”. The campaign leveraged two key pillars: Evil Town re-creation and to provoke interactions with the audience.
The agency launched a series of scary and creative stunts on traditional media with the main objective of creating a memorable campaign with a viral component and generated engagement with interactive media through technology. The advertising took over transit advertising spots in metrobus stations and in bus shelters used real water in motion highlighting the creative art as if it was pouring on a scary night. On the subway it put a series of consecutive pictures between two stations, that came to life with the train´s movement, thus re-creating an iconic movie scene.
To add up effectiveness to the campaign, Initiative had programmatic buying on traditional media that allowed it to generate cross-device data in order to have a hyper-segmented digital OOH selection aimed to connect with horror content lovers. This way it owned the traditional media most relevant for the audience with a creative component on each stunt it made.
Carnival is Better with Amstel | Amstel | J. Walter Thompson | Brazil
Shortlisted for: The Creative Use of Media Award (BRONZE WINNER)
With carnival being the time of the year where Brazilians more drink beer, many brands, especially alcoholic beverages, take advantage of this moment and make great appearances, with campaigns that mostly revolve around the party, revelry, fantasies and happiness. But carnival is not only happiness and glitter. It is also the time of year with the highest levels of excessive consumption of alcohol in the country, which draws attention from several agencies such as WHO (World Health Organisation) and Brazilian Ministry of Health that constantly talk about the risks of alcohol abuse.
Beyond all the brand initiatives during the carnival period, Amstel wanted to make a difference and do something relevant, to make revellers aware about the importance of responsible alcohol consumption. It needed to be greater than just warning or talking about the risks. Amstel really took an action and did something about it. Besides being responsible for the best beer of the carnival, it would also be responsible for distributing free water, keeping everyone hydrated. The brand strategy was to do something disruptive and easily accessible, being present naturally in the middle of the party.
The agency mapped the places with the highest circulation and concentration of revellers, understanding how they moved and behave in the greatest moments of the party. In partnership with the client and media partners, it looked for differentiated and exclusive formats, that would make all the difference in the brand activation. A regular Urban Furniture, traditional format of OOH media, was transformed into a Water Beater, which instead of containing Draft Beer, had fresh and potable water, right in the middle of the party. In the subways, the same Beaters were installed in strategic places of passage, hydrating revellers who were arriving, going away, or simply transiting from block to block.