Extend the Reach of Content

In drawing up proposals for potential advertising partners to leverage digital out-of-home media, I often arrive at the same basic argument: allow your content to live and breathe outside of people's homes. Open up your portfolio of content to people who may never have encounter it on TV, the Web, or in print.

Most brands today have a wealth of content that sits on the Internet - elaborate destinations that wrap consumers in various brand elements. Successful web destinations exist as worlds that consumers can readily become a part of.

While I can't argue with page view numbers and Google rankings, I can argue that utilizing digital signage networks and other digital out-of-home media properties give brands the opportunity to share a plethora of content with people and communities who might never have encountered it. Share a diverse range of content, such as video clips and character interviews, with people on the street and outside of their homes.

In choosing to expand their advertising to digital signage, brands don't have to be committed to a single static ad or even a single 30-second spot. Creative doesn't need to be set in stone. Brands can be as flexible and creative as the medium allows. Change creative. Update content. Market across platforms. Target content to specific demographics and regions. Share content with the world.

Give people the chance to experience creative elements of your brand outside of their homes and draw them in to your web destination. Open the door to the content that you have spent significant time and money to create and let people experience it in different ways.

Go beyond repurposing a TV ad. Think in larger terms than creating new advertisements. Look at digital signage as a pipe that can be continually fed with a wide range of content. It's an ever-changing piece of your media arsenal that gives you the ability to change out creative, mix and match formats, deliver cross-platform assets, and let your content live in a whole new world.

Sphere: Related Content