Today, we stand at a critical juncture in retail and consumer interaction, with brands facing the challenge of not only capturing attention but holding it; and making each encounter with their audience count. In this new reality, Interactive Out of Home (IOOH) advertising is a beacon of innovation—turning passive viewing into active engagement and transforming the way brands can connect with new and existing customers across various environments.
Fueled by advancements in digital technology, IOOH ads break the traditional mold by integrating augmented reality (AR), virtual reality (VR), and touch-responsive elements that respond in real time to a user's engagement. These interactive ad formats create immersive experiences that do more than display a message—they invite consumers into a narrative, crafted just for them, in the very places where they commute, shop, and socialize.
IOOH ads leverage advancements in digital technology to engage audiences during crucial "dwell moments"—those short periods when people are transitioning between activities or waiting, such as in rideshares or at gas stations. These moments present unique opportunities for brands to capture undivided attention and foster interactive experiences that are not only engaging but also action-inducing.
Challenge: An e-commerce brand launches a seasonal fashion line and wants to create buzz and drive sales among travelers heading to major cities where they have brick and mortar locations. Solution: Utilizing augmented reality, IOOH ads in international airport lounges transform into virtual fitting rooms. Travelers can try on digital versions of new outfits using interactive mirrors, complete with options to mix and match accessories. A scan-to-buy feature lets them order directly from the ad, with an option for hotel delivery or directions for in-store pickup in the city they are traveling to.
Example: "Build Your Own Bowl Campaign"
Challenge: A QSR brand seeks to promote its new 'Create Your Own Pizza' feature and increase engagement by enticing customers to explore premium toppings. Solution: At bus stops equipped with touch-enabled IOOH screens, a playful game invites commuters to "catch" falling toppings on a digital pizza. The goal is to catch as many toppings as possible within a given time frame. Successful players earn an exclusive coupon or free delivery, redeemable via a quick QR code scan.
Example: "Uber Eats" catch deliveries playable
Challenge: A mobile game developer wants to generate excitement and downloads for its new basketball-themed shooting game. Solution: In rideshares, interactive digital screens transform into game portals where passengers can play a mini-game inspired by the mobile app. The game involves shooting basketballs into moving hoops that appear across a digital skyline of the city the user is in. High scores unlock game currency or special items, promoting app downloads and immediate play.
Example: "Angel Reese Supershot" game.
Challenge: A food delivery app aims to highlight its efficiency and expand its user base by promoting its rapid delivery service in a fun and engaging way. Solution: Rideshares feature interactive playables with a "Delivery Dash" game where passengers try to deliver as many meals as possible within a limited time. Successful players earn discounts or free delivery on their next order, promoting the app's quick service and encouraging immediate sign-ups.
Example: "Starbucks" urban adventure playable
Challenge: A streaming service wants to promote the premiere of a highly anticipated series and drive subscriptions. Solution: At gas stations, interactive touchscreens play a trivia game based on the streaming service’s content library. Correct answers reduce the countdown to the series premiere, and high scorers win free trial subscriptions or exclusive access to behind-the-scenes content.
Example: "Hot & Fresh" choose your preference playable
In today’s market, where people scroll past static ads without even noticing them, the dynamic nature of IOOH drives personalized and memorable interactions that resonate deeply with today’s consumers. This transformation in digital out-of-home advertising not only captures attention but actively engages audiences in meaningful and measurable ways.
Are you ready to redefine your brand's presence in the world? Partner with CRAFTSMAN+ and leverage our collaboration with Octopus Interactive and T Mobile. Together, we create compelling mini-games for the largest network of interactive video screens inside Uber and Lyft vehicles, reaching 5 million unique riders per month. Let's craft interactive out-of-home campaigns that capture imaginations and drive measurable results.