From OOH to Digital: The FOOH fever

Imagine a 68-metre-long condom covering the Obelisk of Buenos Aires. It seems impossible, right? Well, that’s exactly what Netflix did to promote the latest season of “Sex Education.”

The viability of this seemingly impossible action is due to the advertising trend of FOOH (Fake Out-Of-Home). This technique involves creating ads that appear to be in physical locations through the use of digital technologies and augmented reality. However, these ads are not present in the real world; they are digitally superimposed on photos, videos, or through mobile devices, creating the illusion that they are physically in places like streets, buildings, or transportation stations.

“Out of Home” (OOH) advertising has been a cornerstone of business marketing strategies for decades; from billboards on highways to offers in supermarkets, OOH has captured the public’s attention in the most unexpected moments and places. However, thanks to technological advances and the digitalisation of many aspects of our daily lives, OOH has evolved significantly. Among the highlights is FOOH, which has changed the way we interact with advertising.

THE EVOLUTION OF OOH: FROM TRADITION TO DIGITAL INNOVATION.

For decades, traditional OOH advertising has been characterised by its durability and ubiquity. Ads on billboards, bus stops, train stations, and other public spaces have long been an effective form of advertising; just watch a couple of episodes of “Mad Men.” The fixed nature of these ads ensures that the message is seen repeatedly, reinforcing brand perception and fostering recall of the message being conveyed.

However, the advent of digital technologies has considerably expanded the possibilities of OOH advertising. Digital screens in public spaces allow advertisers to change content dynamically and in real time, adapting to local conditions such as the time of day, weather, and specific events.

WHY IS FOOH ADVERTISING SO IMPORTANT?

Fake Out-of-Home (FOOH) advertising represents a step forward in the evolution of outdoor advertising, as it allows advertisers to project their messages in iconic or high-traffic locations without the need to physically install them. For example, a brand can use FOOH to make its ads appear in a photograph of Times Square, even though there is no physical ad there in reality. This strategy not only saves costs but also opens new opportunities for creativity and interaction with the public.

BENEFITS OF FOOH.

1. Reduction of Logistical and Production Costs.

   FOOH campaigns eliminate the need to print and mount large billboards or posters, which can be costly and logistically complex. Instead, the ads are created and deployed digitally, allowing for greater efficiency in terms of time and resources.

2. Flexibility and Adaptability.

FOOH allows incredible flexibility in the management and modification of advertising campaigns. Unlike physical ads, which are difficult to change once installed, FOOH ads can be updated in real time. This enables advertisers to adjust content based on market conditions, current events, or received feedback.   

3. Visual Impact and Virality.

If you read a book and don’t post it on Instagram, did you really read it? We are so immersed in the socio-virtual ecosystem that anything out of its scope seems irrelevant.

The same applies to brands: the digital nature of FOOH ads makes them highly attractive and prone to going viral on social media. Campaigns can incorporate advanced visual effects and augmented reality, optimising them for digital virality. Today, more than ever, consumers find visually impactful experiences very shareable. For example, a digitally “intervened” building facade with augmented reality animations can become an Instagram or TikTok phenomenon, extending the campaign’s lifespan and impact beyond its original physical space.

4. Precise Measurement and Analysis.

FOOH campaigns offer more precise measurement and analysis capabilities than traditional OOH campaigns. Integrated into digital platforms, advertisers can gather detailed data on public interaction with ads, including viewing time, click-through rates, and user geolocation.

 5. User Interaction and Experience.

FOOH can offer interactive experiences that directly involve the user, utilising technologies like augmented reality and virtual reality. Thus, they not only catch attention but also allow consumers to interact with the brand meaningfully, creating a deeper and more memorable connection.

 6. Sustainability and Environmental Responsibility.

FOOH is a more sustainable option compared to physical advertising. By eliminating the need for printed materials and large physical structures, FOOH campaigns significantly reduce waste and the use of natural resources, aligning with more responsible and eco-friendly marketing practices.

7. Creativity and Experimentation.

The digital nature of FOOH allows for unprecedented experimentation and creativity. Advertisers can test new formats, styles, and messages without the physical limitations of traditional ads.

SUCCESSFUL FOOH CASES.

Sex Education (Netflix) in Buenos Aires.

  As mentioned in the introduction, Netflix put a condom on the Obelisk of Buenos Aires to promote the new season of “Sex Education.” In September 2023, Twitter Argentina was filled with videos showing a condom being placed on this historical monument, leaving many users astonished and intrigued by the bizarre and original activation.

Sky High (Maybelline) for the London Tube.

  The campaign aimed to promote the Lash Sensational Sky High, a waterproof mascara that lengthens and volumizes lashes. To present the product, videos emerged online showing gigantic eyelashes placed on some trains in the London Underground and huge Sky High mascara bottles on the platforms. In the video, when the trains passed by, it created the entirely realistic effect of applying mascara to the lashes, which, despite their enormous size, had the perfect curling movement.

The North Face in London.

  The arrival of winter temperatures affects everyone, even monuments and buildings. Therefore, The North Face launched a post on its Instagram account showing Big Ben wrapped in a “Nuptse 1996” jacket, to demonstrate that even large outdoor structures need to be bundled up.

Barbie in Dubai.

  Mattel’s marketing team always goes beyond. However, Dubai residents were surprised when they saw images of Barbie emerging from a giant pink box next to the Burj Khalifa. This was on the eve of the film’s release and aimed to show that this really is Barbie’s world; we just live in it.

JACQUEMUS in Paris.

The French brand posted a video on Instagram showing various models of the “Le Bambino” bag on wheels, roaming the streets of Paris.

THE NEW ERA OF ADVERTISING.

We live in a world where the line between the physical and the digital is increasingly blurred. A giant canvas on Gran Vía, a billboard at a bus stop, or a creative installation on the street is now also documented and shared on social media. This practice of capturing and sharing transforms the offline experience into digital content, extending the reach of the ad far beyond its physical location and allowing it to go viral on various platforms where it can reach a global audience.

FOOH advertising represents an evolution in the field of marketing and advertising, offering significant benefits ranging from cost reduction and flexibility to visual impact and sustainability. As digital technologies continue to advance, FOOH stands out as a powerful tool that allows brands to connect with consumers in new and innovative ways, redefining the future of outdoor advertising.