{"id":2200,"date":"2021-02-24T11:45:48","date_gmt":"2021-02-24T03:45:48","guid":{"rendered":"https:\/\/visitigamedia.com\/?p=2200"},"modified":"2021-02-24T11:45:48","modified_gmt":"2021-02-24T03:45:48","slug":"why-google-netflix-and-microsoft-believe-in-billboards","status":"publish","type":"post","link":"https:\/\/visitigamedia.com\/beta\/why-google-netflix-and-microsoft-believe-in-billboards\/","title":{"rendered":"Why Google, Netflix and Microsoft Believe in Billboards"},"content":{"rendered":"<p>When Netflix\u00a0<a href=\"https:\/\/www.reuters.com\/article\/us-netflix-billboards-regency\/coming-soon-from-netflix-three-dozen-billboards-in-hollywood-idUSKBN1JS0C9\">bought about three dozen billboards on the Sunset Strip<\/a>\u00a0last summer, people took notice. Netflix is known as an innovator, a ground-shaker. When it makes a move, especially one people didn\u2019t anticipate, everyone watches.<\/p>\n<p>Turns out Netflix was, as usual, a harbinger of things to come. Over the past year, at a time when so many businesses have beaten a retreat from traditional advertising such as TV and newspapers, tech companies are running in the other direction, toward one particular traditional medium \u2014 billboards.<\/p>\n<p>Why? Well, the short answer is because it\u2019s effective, but duh\u2026anytime an influx of spending comes in, it\u2019s pretty clear that medium is effective.<\/p>\n<p>The longer answer is that tech companies approach advertising differently than other businesses. They aren\u2019t blinded by bells and whistles. They\u2019re thrilled by data and results. They\u2019re thrilled by innovation. They\u2019re thrilled by creativity. And out of home (OOH) advertising has all three.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter is-resized\"><img class=\"lazyloaded aligncenter\" src=\"https:\/\/thoughtleadership.oaaa.org\/wp-content\/uploads\/2019\/04\/netflix-_-billboard-netflix-is-a-joke-battery.jpg\" alt=\"\" width=\"868\" height=\"363\" data-src=\"https:\/\/thoughtleadership.oaaa.org\/wp-content\/uploads\/2019\/04\/netflix-_-billboard-netflix-is-a-joke-battery.jpg\" \/><\/figure>\n<h3><strong>Let\u2019s Do the Numbers: Tech Spending on Billboards in 2018<\/strong><\/h3>\n<p>So before we dive into the \u201cwhy\u201d behind the tech companies\u2019 devotion to billboards, let\u2019s examine the \u201cwhat.\u201d<\/p>\n<p>OOH advertising ended 2018 on a tear by any standards, but especially using the ones we\u2019ve become used to judging traditional media by. These days, finishing even to the previous year is like finishing 5 percent up during the early 2000s.<\/p>\n<p>OOH closed fourth quarter with an astonishing 7.2 percent rise in spending vs. the same period in 2017, according to OAAA. That made it the best quarterly gain since before 2008, when the Great Recession hit. Some other highlights:<\/p>\n<ul>\n<li>Apple was the top-spending advertiser in OOH\u00a0 in 2018, the sixth straight year it has ranked in the top two. Netflix and Google finished in the top 10. Amazon and Facebook made the top 15.<\/li>\n<li>A quarter of all top 100 advertisers were from the technology sector, with Facebook and Oculus both more than doubling the previous year\u2019s investment in OOH.<\/li>\n<\/ul>\n<p>Speaking of spending, Netflix is now a billboard owner, but it\u2019s keeping all the inventory for itself. You won\u2019t see the streaming company leasing space to a nearby fast food restaurant. It knows the value of that real estate and has kept a steady rotation of advertisements for its latest shows coming through. (And with\u00a0<a href=\"https:\/\/www.indiewire.com\/2019\/01\/netflix-originals-budget-15-billion-1202036683\/\">Netflix forecast to spend $15 billion<\/a>\u00a0on content this year, it could run a fresh ad every week and never repeat.)<\/p>\n<p>So clearly tech companies are on board with boards. Now let\u2019s look at the \u201cwhy.\u201d<\/p>\n<h3><strong>OOH Data: Compelling Evidence Supports Billboards\u2019 Results<\/strong><\/h3>\n<p>Big data has been the cool thing in all spheres of advertising for years now. There\u2019s a reason for that \u2014 it works. When you use big data to analyze, say, when people who like chocolate milk will be shopping, you can hit them up with a chocolate milk billboard at the moment they make their decision. It\u2019s much more likely your campaign will be convincing if you know that kind of stuff about your target audience.<\/p>\n<p>And OOH has proven adept at relying on this research. Right place, right time ads make a difference. Consider these\u00a0<a href=\"https:\/\/dashtwo.com\/blog\/out-of-home-by-the-numbers-64-amazing-outdoor-advertising-stats\/\">OOH advertising facts<\/a>:<\/p>\n<ul>\n<li>OOH is 382 percent more effective at sending people online to learn about an advertiser than TV<\/li>\n<li>OOH generates $5.97 in spending for every $1 an advertiser drops<\/li>\n<li>55 percent of people who\u2019ve seen a billboard say they were \u201chighly engaged\u201d by its message<\/li>\n<\/ul>\n<h3><strong>Innovation: Ditching Inaction and Embracing Impulse<\/strong><\/h3>\n<p>Tech companies are driven by results. Most began as startups and haven\u2019t had decades and decades to get settled into staid patterns of thinking. They are more nimble and flexible than older companies in more traditional spaces.<\/p>\n<p>Lots of\u00a0<a href=\"https:\/\/theblog.adobe.com\/how-a-scrappy-startup-mentality-helped-this-big-tech-company-focus-on-its-customers\/\">tech companies engage in \u201cdesign thinking<\/a>,\u201d which emphasizes action over endless focus groups and actually engaging with customers. Digital billboards fit perfectly with this mentality.<\/p>\n<p>Digital OOH offers ways to act immediately on new ideas. You just email your creative to the vendor, and boom! You can have a new billboard up in moments.<\/p>\n<p>Design thinking encourages flexibility and versatility, which is another area where billboards (especially digital) shine. Current creative not doing it for you? Swap in something else. You can experiment as you go along and see what\u2019s most effective. Netflix has a great opportunity to do this with its billboard buy.<\/p>\n<h3><strong>Creativity: Using Old Media in New Ways<\/strong><\/h3>\n<p>If you want to see innovation in advertising creative, you really need to look at OOH. Yeah, we\u2019re biased, we\u2019re an OOH agency. But really \u2014 the stuff people are doing is cool, and it\u2019s getting talked about.<\/p>\n<p>Tech companies like generating buzz. They like being seen as innovative. So while billboards are old media, they\u2019re not without flexibility. And that\u2019s exciting to these brands. Here are a few examples of out-of-the box campaigns they\u2019ve run in recent years:<\/p>\n<ul>\n<li>Microsoft\u00a0<a href=\"https:\/\/en.agenciatelling.com\/microsofts-advertising-billboard-surface-pro\/\">posted a billboard that disappeared and reappeared<\/a>\u00a0through a shadow effect<\/li>\n<li>Apple\u00a0<a href=\"https:\/\/www.macworld.com\/article\/3331597\/apple-privacy-billboard.html\">took over the side of a building<\/a>\u00a0in Vegas to spoof the \u201cWhat happens in Vegas, stays in Vegas\u201d trop before CES in early 2019, gaining loads of attention<\/li>\n<li>A billboard for Google Play\u00a0<a href=\"https:\/\/www.adsoftheworld.com\/media\/outdoor\/google_google_play_music\">streams music based on what\u2019s going on around the board<\/a>; so, for instance, it might play soothing classical music when there are traffic jams on the highway<\/li>\n<\/ul>\n<p>These are the types of campaigns that get people talking on social media. They not only raise awareness of product, they also give the companies buzz. And in tech, buzz is currency. Consumers want to know tech companies are on the cutting edge in everything they do.<\/p>\n<p>We\u2019ll likely see more tech companies join the stampede of OOH advertisers over the next few years. It\u2019s fun to see what they come up with without the type of boundaries that often seem to curtail the creativity of more traditional, formal companies.<\/p>\n<p style=\"text-align: right;\"><em>Source :\u00a0<\/em><a href=\"https:\/\/thoughtleadership.oaaa.org\/why-google-netflix-and-microsoft-believe-in-billboards\/\"><em>thoughtleadership.oaaa.org<\/em><\/a><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>When Netflix\u00a0bought about three dozen billboards on the Sunset Strip\u00a0last summer, people took notice. Netflix is known as an innovator, a ground-shaker. When it makes a move, especially one people didn\u2019t anticipate, everyone watches. Turns out Netflix was, as usual, a harbinger of things to come. Over the past year, at a time when so&hellip;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[22],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why Google, Netflix and Microsoft Believe in Billboards - Visi Tiga Media<\/title>\n<meta name=\"description\" content=\"When Netflix bought about three dozen billboards on the Sunset Strip last summer, people took notice. 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