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Digital out-of-home (DOOH) advertising has experienced significant growth over the years, especially in the APAC region. In fact, according to the research group IMARC, this medium will reach US$8 billion in 2022, and this figure is expected to reach US$18 billion by 2028.
Spending on out-of-home advertising in Asia Pacific is expected to reach US$22.8 billion by 2024, up 33% year-on-year since 2021, according to ad tech firm Hivestack. It was also reported that he currently has over 1 million screens across 80 media owners and delivers over 118 billion impressions per month.
With the rapid development of digitalization over the years, this number is expected to increase further. After all, DOOH is now not only part of the omnichannel marketing mix, but a major contributor to it.
What’s so great about DOOH?
DOOH allows marketers for brands of all sizes to customize and tailor brand messages based on location, demographics, traffic patterns, and other relevant factors.
Additionally, with the introduction of screens into consumers’ lives and the increased adoption of DOOH advertising platforms, these screens have become familiar to consumers and seamlessly blend into their daily experiences.
One of the leading companies in the OOH marketing space is Unicom Marketing, which has over 15 years of expertise in markets such as Malaysia and Singapore. Leveraging its proven track record in the field of mobile event spaces, the company currently has a fleet of event trucks including food trucks, combi vans, three-sided glass trucks, and stage trucks, which are rapidly expanding the brand’s footprint. tivation has become a staple of his campaigns.
In a conversation with MARKETING-INTERACTIVE, Jason Yong, founder of Unicom Marketing, said one of the reasons for the success of these mobile spaces is their adaptable layouts and ease of use to suit diverse events and themes. He explained that this is because it allows for a modular design that changes seamlessly. .
“Our moving trucks can be modified to suit different events and themes,” he said.
He added that the truck’s wide reach allows it to cater to a wide range of audiences as the mobile event space covers more than 20 locations every month and attracts more than 10,000 targeted audiences. This widespread presence ensures maximum visibility and interaction.
Last but not least, in an age where speed is of the essence, the quick set up and teardown of these mobile spaces not only provides flexibility for time-poor marketing and event teams, but also provides cost-saving measures. also contribute and provide excellent service to our clients. Deliver efficient solutions without compromising quality.
AI integration
Not resting on its laurels, the Unicom Marketing team has incorporated cutting-edge AI capabilities to create a more immersive and personalized experience for marketers to stay ahead of market trends.
Yong said the introduction of AI capabilities will allow marketers to create personalized LED screens that can dynamically adjust content to suit various parameters, while AI-powered assistants guide attendees. , said it will be able to provide real-time assistance.
In an age where analytics matter, incorporating AI-powered analytics helps marketers quickly collect participant behavioral data to enable predictive content and activity recommendations and enhance engagement. You can also adjust the event for your convenience.
Interactive digital activities combined with an online-to-offline strategy further enhance brand education and product knowledge sharing, driving engagement across social media platforms and e-stores.
Yong said that brands that thrive on consumer insights and personalization, including those in the retail, technology and FMCG sectors, will be able to leverage AI-driven mobile events as the solution enables real-time adaptation and targeted marketing. He added that they would benefit greatly from the space. Every interaction matters.
Other key features of Unicom Marketing’s AI-powered trucks include:
- Smart LED content management: Content on the LED screen adjusts in real-time based on weather conditions, demographics, geography, and timing. This personalized approach tailors your content to your target audience’s behaviors and preferences.
- Beacon Crowd Calculation: Crowd estimation using beacon technology provides real-time insights into participant traffic to enhance event planning and management.
- Image recognition: Leverage image recognition technology to enhance interaction and engagement and create an immersive experience for participants.
- Live Dashboard Reports: Live reporting dashboards enable instant monitoring and evaluation of event performance, providing valuable insights for improvement.
- Interactive IoT for engagement: Incorporating touchscreens, vending machines, motion sensors, and digital mini-games fosters engaging interactions and memorable experiences for attendees.
- Go Green: Embrace sustainability through the use of batteries, power efficiency rated LED screens, and Unicom Marketing trucks’ use of sustainable materials such as recycled wood and biodegradable stickers.
What will the future hold?
According to Yong, today’s leading brands are those that are “trying to step outside the box” to combine creativity with data-driven insights.
“Our best clients are forward-thinking, collaborative, and open to innovation. These are brands that aim to forge meaningful connections with their audiences. It usually focuses on both the message and the medium in which it is delivered,” he said.
Looking ahead, he added that in 2024, we will continue to see an increase in physical experiences, with the physical and digital worlds merging to create hybrid events.
“As technology advances, these experiences will become more curated and immersive. We have already reached the 5D event stage and believe this is where the industry is headed,” he said. Told.
This post was written in collaboration with Unicom Marketing.
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