The Power of Original Branded Content in OOH Networks: How to Drive Business Success
With a return to in-person shopping and service sector visits, venues such as retail and medical offices have an opportunity to build brand awareness, customer loyalty and improve the in-person experience through original branded content on OOH networks. You can build out an omnichannel experience with uniquely crafted brand content that extends your messaging to in-person environments.
Why create unique content for OOH networks?
Branded content is typically created to engage, inform, or entertain consumers, rather than directly promote a product or service. It holds the viewer’s attention much longer than typical display ads due to its storytelling and emotional nature. Original branded content gives you a chance to highlight how your company values align with those of your customers, creating a stronger emotional connection. In particular, building out content that is authentic is key to attracting viable audiences of the right kind, for the right products. The effect on the bottom line is clear with improved experiences leading to more in-person visits, increased dwell times, better brand recall, higher revenue, and less employee churn.
What type of content works best for OOH networks?
Original branded content can entertain, inform, and educate. Rather than directly focusing on your products and services, it delivers an experience in a specific tone of voice that speaks to your company values and ideally, your consumers’ needs. To determine what type of content to create you need to know your audience and the environmental vertical they represent (i.e. Retail, Health, Auto, etc). For example, in a doctor’s office, you know your viewer will be stationary for a long time as they wait to see the doctor and so forth, and so the dwell time increases which means the content can be longer in length, to keep the viewer engaged. You can deliver health and wellness information as well as calming messages as many people become nervous in a medical setting.
For a retail environment, the dwell time will naturally be shorter so the format should be short and eye-catching. Is the content being delivered in line or on an end-cap? Each location will offer up different opportunities for content length and subject matter. It’s important to remember that branded content is typically designed to be non-intrusive and subtle, aiming to build brand awareness, foster brand affinity, and establish a connection with consumers.
Improve corporate culture and employee satisfaction
Creating unique internal content directed at employees builds corporate culture and improves the employee experience. Since the pandemic, all employees are looking for an increased appreciation and value in what they do at work. Crafting original content with messages directed at them makes them feel important and motivated. Daily, weekly, and monthly content with themes such as core company values, employee accomplishments, general health and workplace safety, and employee passions are some examples that enhance employee satisfaction. With digital signage and the right CMS (Content Management Software), it is easy to tailor the messaging from day to day and keep it fresh, seasonally, throughout the year.
The acknowledgment, recognition and reinforcement go a long way to creating positive morale and a desirable in-person workplace. Your people are key to your business’s success, and keeping them happy is essential.
Find the right professional vendor for content creation
Every piece of media you produce is an extension of your brand. The overall quality of the content will speak to the quality of your brand, product and service. This is why finding the right professional digital agency to help create your unique content is so important. A good agency will be able to work with you to finesse your messaging and create visual content this is high-quality and fits with the tone of your brand and organization, as well as supports your media budgets for original content.
Over the last several years, we here at Neumatic, have collaborated with Wovenmedia to create their short-form proprietal WovenOriginals series. Our work involves the creation of all the video and audio templates for various themes: trivia and wellness being the most successful varieties, to speak to their growing network demographics. Building templates has made updating the videos each quarter more efficient and cost-effective. The WovenOriginals series is very popular among Wovenmedia’s clients and has led to greater adoption of their products and services.
Regardless of your sector, original branded content for your digital OOH network is key to a business’s success. With the right types of partnerships, starting with digital agencies to do the heavy lifting on the front end of any media cycle, you can successfully deliver brand awareness and media affinity to drive purchase intent. Take a look at the ready-to-go WovenOriginals content, available thru WovenContent to see what can work for your network. Or contact Wovenmedia today, about a new content idea that you might need help with, that will resonate with your audiences.
Written by Kate Martin
Kate is the Executive Director of Neumatic Digital. Neumatic is a digital agency that focuses on marketing strategies and content creation for high-growth technology companies. We believe that creative content drives brand adoption.
