OOH Publishers Are Embracing New Content Strategies

Editor’s note: This piece is part of our Columnist Network series, which explores the tactical thoughts and actions from Adweek’s community of high-level experts. Today, Intersection’s Esther Raphael explores recent changes in the history of out-of-home advertising. Below, in her own words, she exemplifies how brands and publishers have used the unique features of the medium to their advantage. The challenge If you work in the media business, you are familiar with the term “content is king.” Content is what drives audiences to specific platforms, influences culture and ultimately drives spending from brands. It’s what we have come to appreciate as editors, business leaders and consumers ourselves. Every media platform is rooted in content, from TV and newspapers to blogs and podcasts—from upfronts to NewFronts to editorial previews, media owners have historically anchored their ad offerings in the rich content they offer viewers. Traditionally, out of home (OOH) was the only major form of media that was not content-driven but rather intended for advertising only. As the media world has increasingly grown and become fragmented, OOH publishers have been forced to take a pause. In the race to achieve parity with other platforms, content was the next natural stage in the evolution of the medium. The process When LinkNYC digital screens were introduced on the streets of New York City, Intersection identified that with a large-scale, street-side digital deployment came opportunity and responsibility to provide useful information to the public, and the first OOH editorial platform of its kind was born. Since then, our editors have begun to program in cities across the country—all of a sudden, city streets were programmed with content people regularly turned to other channels for. Want to know the weather this afternoon? Look up. Want to know the best nearby restaurants for your date tonight? Look up. The list goes on. Other OOH publishers have also established content strategies, all with their own voices and POVs, and it's incredible to watch the medium grow, innovate and change together. From a commercial standpoint, we’ve found a key recipe for bringing “snackable” content to the consumer journey—it’s relevant contextually and geographically to consumers, and it ties back to the brand’s message. In 2021, AI search company Yext took advantage of the LinkNYCFacts program—a popular, existing content feature—and promoted '90s era New York facts, linking via QR to a retro "choose your own adventure" mobile game, as part of a larger '90s themed campaign. Online grocer Fresh Direct recently tied its brand message to NYC Produce Tips, guiding New Yorkers to the freshest produce and best produce for the region and time of year. #ArtOnLink is a best-in-class example of editorial work on an OOH platform. This public art program calls on local artists to create bespoke work, representing the cultural pulse of New York City, e.g., Covid-19, social unrest, women’s history, voting support, etc. #ArtOnLink is also a space for New York creators to celebrate and pay tribute to the everyday beauty and diversity of the city, the context of which amplifies the meaning and perception of the art while creating an outdoor experience for New Yorkers. The takeaway Most importantly, this type of programming furthered the growth in parity for OOH versus other channels. OOH now has the content of TV and mobile but with less distractions, higher notice rates, brand safety and no ability to physically "block" the message. Marry that with the ability to be hyper-targeted, hyper-relevant in contextual ways, as measurable as other platforms and have the largest, most impactful creative ad formats—and the platform is undefeatable. Content in public spaces gets people to look up, provides even more contextual placement for advertisers and establishes OOH as an important part of the community. Content is king and expanding its reign to put OOH in the spotlight it deserves.

Columnist Network

OOH Publishers Are Embracing Content Strategies That Get People to Look Up

Digital screens like LinkNYC are at the forefront of providing contextually relevant information

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Esther Raphael

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Esther Raphael