Native content will make OOH more engaging: Brendon Cook

Addressing the 14th Outdoor Advertising Convention (OAC) on the theme of ‘How dynamic media will drive OOH growth in a digital world’, Brendon Cook, CEO, oOh!media, Australia said that digital OOH accounts for 47% of Australia’s total OOH revenues, adding up to $837 million.

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.