The most successful advertising tells a story. It takes consumers on a journey, actively engages their interest and ultimately delivers on its promise. In many ways, it’s like any good movie — it features a straightforward plot with a beginning, middle and end.
But what happens when a good story falls off in the middle? What would happen, for example, if the 1975 classic ‘Jaws’ rolled its credits right after the little boy was snatched off his raft by the shark? The audience, one would imagine, would be rightfully confused and disappointed — if not downright angry. Why, then, do marketers expect a consumer’s reaction to be any different when they encounter advertising that only tells half the story?
Unfortunately, traditional out-of-home ad efforts — and underleveraged digital OOH efforts — only tell part of the story. But there’s an opportunity to complete the story by employing a full-funnel DOOH strategy. It’s how brands maximize their marketing dollars and, most importantly, ensure that consumers’ attention is properly rewarded.
Identifying holes in the advertising plot
Today’s leading brands understand the importance of generating awareness among the masses, and that’s why OOH spend has remained strong throughout the years, despite the loose attribution capabilities tied to more-traditional outdoor displays. However, brands also recognize that top-funnel efforts yield only top-funnel behavior. Like a one-way megaphone, they boost broad brand recognition, but it’s difficult to understand the downstream effects such ads have on the metrics that matter most.
For the most part, brands today look elsewhere for that performance, pouring significant spend into bottom-funnel tactics like search, display and social media. But again, these tactics only tell a part of the story: the very end. In pouring money into bottom-funnel tactics, brands are hoping that consumers picked up the beginning of their story somewhere else and are simply waiting for someone to come along and tell them how it ends. The measurability inherent in these bottom-funnel digital tactics leads brands to believe that their stories are working, but nothing compares with the engagement and conversion seen when brands can tell their full story all in one place — and to a captive audience. That’s where full-funnel DOOH comes in.
Engagement insights from DOOH advertising
Traditional OOH channels are limited in their storytelling capabilities, but because screens have become interactive, they enable advertisers to tell their full stories and, more importantly, measure the impact in a granular fashion.
For example, rideshare advertising is one DOOH channel seeing significant growth because of the brand stories it enables. When a consumer hops into an Uber or Lyft vehicle equipped with a connected tablet, their ride becomes an interactive experience during which they can play games or sample content, all while engaging with a brand.
These interactive ads and entertainment experiences take riders on a brand journey that includes top-funnel awareness via verified ad impressions placed between games and other interactive experiences. They include mid-funnel consideration with click-throughs from riders as ads prompt deeper engagement and bottom-funnel conversions through opt-ins to offers and sweepstakes or a link to purchase by inputting their phone number or email address into the tablet.
The final bottom-funnel piece of the story enables advertisers to capture conversion metrics and A/B test different offers in real-time. As an added benefit to brands that provide a value exchange, riders can quickly scan a trackable QR code. This allows a seamless transition from a tablet to a personal device for further bottom-funnel conversions.
For example, branded games such as Home Run Derby, The Claw, Slot Machine and Dunk Tank — each using the T-Mobile Advertising Solutions’ rideshare advertising platform — have captured engagement rates of more than 15%, and even higher when paired with a prize. Due to the location-based nature of these experiences, advertisers also have an opportunity to enhance their storytelling capabilities by adapting their creative and offers based on general location, time and contextual elements, such as weather, with brands’ interactive experiences having 2% click-through rates and conversion rates upward of 15%.
Successful marketing requires brands to connect with consumers through a story, from beginning to end. By tapping into the power of full-funnel DOOH, brands can seamlessly tell their whole story while capturing key engagement metrics to refine their tales over time.
Sponsored by: T-Mobile
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Author: Ashley Biancuzzo, Associate Editor
Ashley is a professional writer and editor with a strong background in tech and pop culture. She has written for high traffic websites such as Polygon, Kotaku, StarWars.com, and Nerdist. In her off time, she enjoys playing video games, reading science fiction novels, and hanging out with her rescue greyhound.
Tesla finally delivers its first production Semi
Five years after CEO Elon Musk officially unveiled his Semi, Tesla’s electrified tractor trailer, the company delivered its first official production vehicle to Pepsi on Thursday during its “Semi Delivery Event” held at Tesla’s Nevada Gigafactory. The beverage maker has ordered 100 of the vehicles in total.
First shown off in 2017, the Tesla Semi originally was set to retail for $150,000 and $180,000 for the 300- and 500-mile versions, respectively. Those prices are significantly higher than the $60k a standard diesel cab runs but Tesla estimates that its vehicles can operate 20 percent more efficiently (2kWh per mile, Musk revealed Thursday), and save up to $250,000 over the million-mile life of the Semi.
Each rig is “designed like a bullet,” Musk said at the vehicle’s unveiling, and would come equipped with a massive 1MW battery pack. This reportedly offers a 20-second 0-60, which is impressive given that these vehicles are towing up to 80,000 pounds at a time, and a spent-to-80 percent charge time of just 30 minutes. The Semis are also outfitted with Enhanced Autopilot capabilities, as well as jackknife-mitigation systems, blind-spot sensors and data-logging for fleet management.
As reservations opened in 2017, Musk said at the time, deliveries would begin two short years later, in 2019. By April 2020, Tesla had officially pushed that delivery date back to 2021, citing production delays and supply chain issues brought on by the COVID-19 pandemic. However, just two months after that, in May of 2020, Musk sent a company-wide email reading, “It’s time to go all out and bring the Tesla Semi to volume production. It’s been in limited production so far, which has allowed us to improve many aspects of the design,” as seen by CNBC. In the same email he confirmed that production would take place in Tesla’s Nevada Gigafactory.
Cut to July, 2021, and the new delivery date has been pushed again, this time to 2022, citing both the ongoing global processor shortage and its own pandemic-limited battery production capability for the new 4680 style cells as contributing factors.
“We believe we remain on track to build our first Model Y vehicles in Berlin and Austin in 2021,” Musk said during the company’s Q2, 2021 investor call. “The pace of the respective production ramps will be influenced by the successful introduction of many new product and manufacturing technologies, ongoing supply-chain-related challenges and regional permitting.”
“To better focus on these factories, and due to the limited availability of battery cells and global supply chain challenges, we have shifted the launch of the Semi truck program to 2022,” he continued. Beginning in May of this year, Tesla started actively taking reservations again for a $20,000 deposit. “And first deliveries are now,” Musk said on Thursday before welcoming Kirk Tanner, CEO PepsiCo Beverages North America, and Steven Williams, CEO PepsiCo Foods North America, on stage for high fives and handshakes.
All products recommended by Engadget are selected by our editorial team, independent of our parent company. Some of our stories include affiliate links. If you buy something through one of these links, we may earn an affiliate commission. All prices are correct at the time of publishing.
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