BlogPaula Wickström 27.11.2024

We know OOH and DOOH – here comes FOOH

Marketing development Creative content Digital marketing Creative content Social media

The 72-metre-tall Paula Vesala jams next to the tower of the Helsinki Olympic Stadium. Londons Big Ben is wearing a yellow winter jacket. At the Helsinki Central Station, a stone statue licks from an ice cream cone every time you step closer. London’s iconic double-decker buses have huge eyelashes. On the corner of a shopping mall, Santa Claus appears to send a Coca-Cola Christmas truck on its way. All of this can be experienced in FOOH content that combines virtual experiences with the real world.

What is FOOH?

Two well-established terms are used for outdoor advertising: OOH (Out-of-Home) and DOOH (Digital Out-of-Home). OOH refers to traditional outdoor advertising that reaches people as they move around public spaces. DOOH, on the other hand, stands for digital outdoor advertising, where advertisements are displayed on digital screens.

Alongside these, a new term FOOH (Fake Out-of-Home or Faux Out-of-Home) has emerged. FOOH content connects digital content and the physical world using augmented reality technology. Its goal is to provide people walking on the streets or in shopping centres with virtual experiences that are experienced on mobile devices – and that people want to share with others.

FOOH combines traditional outdoor advertising and digital entertainment in a way that attracts attention and leaves a strong memory. The implementations have already seen giant products on the outskirts of well-known landmarks such as Dubai´s Burj Khalifa or London´s Big Ben.

How does a FOOH implementation work?

FOOH implementations use, for example, Augmented Reality (AR) technology, which allows virtual elements or advertisements to blend into the real environment. The implementations can be experienced as interactive, as they can be made to react to the user’s movements or location.

FOOH content can include huge brand elements (e.g. packaging), virtual product stands, interactive gaming experiences, or other immersive content that engages and entertains – while conveying a marketing message.

Paid, organic and, at best, viral content

The basic idea of FOOH is to make content so visually impressive that it spreads not only through paid visibility, but also organically, expanding into viral content at best. FOOH content can be seen in social media news feeds and other digital platforms. FOOH advertising is done specifically for TikTok and Instagram Reels.

When is FOOH a solution that works for a brand?

Basic rule is that special implementations should not be carried out as individual bulk measures, but as part of a brand concept and a larger whole. The common thread guiding the customer experience, a consistent brand experience and goal-orientation must be maintained in everything we do.

Here are some things to keep in mind when getting excited about FOOH advertising:

• Brand and campaign objectives and audience: What is the objective of your ad or content? It can be, for example, increasing brand awareness or launching a new product – as long as the goals are directly linked to the campaign and its success can be measured! Also, make sure that you target advertising and content correctly.
• Creativity and entertaining: The FOOH special implementation should stand out from the crowd, be creative and entertaining. Without a strong creative concept, you risk throwing money away. Make sure you capture the viewer’s attention from the very first second.
• Lifelike visual design: The viewer’s first reaction should be “Is this real?” so top quality technology is required. Only good content is viewed and shared so that it spreads.

FOOH implementation brings significant added value when you want to offer your target group something that they would not otherwise get to experience. Something that surprises and delights or that concretizes the product in a new way. FOOH content enables brand localization with the same branded content to different countries, cities, or environments that would otherwise be impossible for a brand to access.

Interested? Contact us and let’s design a unique and surprising meeting point for your brand!

AUTHOR

Paula Wickström

Project Director

paula.wickstrom@dagmar.fi

+358407047446

Paula, the project director of Dagmar’s Creative content team, is especially excited about a good customer experience, good insights and the added value that makes the customer feel important. A serial lifter, both at work and in her free time, where she can be found singing or knitting.

Sources:
Markkinointikollektiivi: Mainonnan ja viihteen saumaton yhdistelmä – Fake out of home
Goodrebels: OOH advertising to digital FOOH
Photos: Brands’ Instagram accounts