By: M4G Bureau
Last updated : August 01, 2018 10:25 am
Native content may comprise quality content inspired by a brand but designed in the context of location such as shopping mall, airport, etc.
Talking about both kinds of formats, Cook said while classic static media is still unmissable and capable enough to build the brand fame, sells products, is local and relevant, DOOH is different – it has the power of going social, contextual, and geotargeting.
He explained the key creative mantras to craft an impactful digital communication; contextual relevance, digital specific creative idea, idea flexibility and speed. In his view, native content makes outdoor more engaging which should comprise quality content inspired by a brand but designed in the context of location such as shopping mall, airport and etc. He further went on to elaborate the neuroscience proof which states that with native formula there is 10% engagement and 18% memory encoding.