Press Clipping
04/23/2018
Article
The Billboard as New Social Media Catalyst

Here is an alternative consideration on your next outdoor advertising pitch. Position OOH as the driver of your client’s social media. Forget store visits, ticket sales or anything directly attributable to the billboard. Create content online by driving social media as the primary purpose encouraging consumer participation via the Outdoor Advertising. A selfie is typically the encouragement of choice.

As more OOH advertisers are using the medium, what has become popular is using OOH for social media promotion, moving away from the traditional or conventional purposes of buying OOH.

The new purpose?

Creating content for your social media. The appearance of OOH in selfies as step one in creating greater social media following has become a trend which may be around for sometime. Part of the fan experience? Why not? KC Royals baseball encouraging fans to take a selfie with their billboard and posting it for prizes.

Delta Airlines, from Wieden + Kennedy New York (and Colossal Media, the hand-painter), put scenes from nine destinations on a wall in Brooklyn. NYC’ers can take selfies and post on their profiles.

Gino Sesto, the founder of Dash Two, a Culver City ad agency, has a unique ad agency strength in understanding and working in online digital and outdoor. Typically the two are strange bedfellows. But not at Dash Two. Dash Two has brought both together. Sesto and Dash Two have carefully constructed a team planning and buying OOH all the while closely tracking the direction OOH is trending.

Here are a few thoughts from Gino Sesto on OOH.

In reference to Los Angles and Netflix interest in purchasing Regency Outdoor, he says, “Out here, billboards are almost like a TV Guide for them.” It’s how Sesto and others in the marketing and entertainment business find out what’s next for the digital content giant, and who’s hot.

“Billboards are a thing on social media. Taking selfies and including OOH in social media.” “It’s how an intangible thing becomes a tangible thing,” Sesto says — “how the blur of a roadside sign somehow turns into a piece of user-generated marketing”.