5 interactive OOH ideas marketers should be experimenting with

As countries open up, ad spend is also predicted to return to OOH. Dentsu recently predicted that OOH will see an 11.5% growth globally this year, while GroupM said in its forecast that OOH growth should amount to 14.3% this year, excluding China.

With OOH still being a crucial channel to capture consumers' eyeballs, brands should certainly continue to invest in this channel. However, there are many more ways they can go beyond static billboard ads to stop consuemrs in their tracks.

According to a recent whitepaper by Havas Media Group Singapore and Clear Channel Singapore titled "#thenewcommuter: The new consumer journey today, in real life", here are five interactive OOH ideas to engage consumers.

1. Opaque to clear glass

This interactive function is suitable for a product reveal as the technology allows turning a frosted screen to clear glass in a second with a single touch. Some ways the concept can be creatively adopted include: Launching a new ice cream flavour, revealing a frightening message during Halloween or simply showcasing the effectiveness of a cleaner spray product.

2. Holographic capabilities

This comprises a high-definition 3D display that seemingly floats and appears in thin air. The HD, 3D-video is rendered and uploaded onto the holographic fan that loops 24/7 with the product or campaign message.

3. Eye-tracking

This enables the measurement of eye movements, eye positions, and points of gaze through various technological processes. Brands can create games that allow users to use only their eyes to move objects or "grab" deals, for example, Instagram’s Flying Face Flappy Bird Game.

4. WebAR

This allows users to access AR experiences directly from their smartphones. Using the phone camera, brands can allow hidden products/characters to be revealed only through webAR on panels where upon "‘capturing" it, it takes them to the campaign’s website. This idea can be repurposed to reveal just about anything from a dining menu to the latest deals, or even interacting with a special character or brand mascot.

5. Dynamic live updates

Served as a lead generation for brands, this concept allows brands to have their ad shown on screen, with the latest prices flickering to show the "Live" effect, together with a countdown timer that aims to drive urgen scan the QR code to grab the deal. Upon being redirected to the microsite hosting the featured deals, the user will be able to make soft bookings (with contact details shared) of hotel tickets, day trips in Singapore, or short getaways at neighbouring countries, among others. Brands get to follow up with the users and honour the prices captured during the campaign.