Out of home advertising (OOH) indicates advertising outside the home environment. It often becomes a brand art. It is a means of communication that is usually presented in public areas through different types of support. We talk about Transit Media in the case of display boards inside airports, underground stations and on means of transport. Road Side when billposting takes place on street furniture. Retail & Leisure when advertising appears on screens in shopping malls, shops, stadiums.
DOOH: Digital Out of Home
Then, when external communication is digital, OOH turns into DOOH: Digital Out of home. In the last decade, the development of digital has brought about a profound transformation in the way advertising is done. DOOH becomes dynamic thanks to LED and LCD screens, video projections on facades, 3D digital billboards with three-dimensional effects. This revolution has made communication more captivating. 3D billboards make the viewer's experience more immersive by going beyond the boundaries of physical reality. Coca Cola was one of the first brands that created the Digital Out Of Home.
THE URBAN SPACE
Companies invest more and more in the combination of technology and creativity. The urban space becomes a stage where marketing initiatives are designed as click-proof attractions. Let's try to think of the giant sculpture of Yayoi Kusama which embraces the Louis Vuitton store on the Champs-Élysées in Paris. A highly immersive and instagrammable campaign for passers-by. Connection between physical and digital reality.
The urban space, as well as a stage, also becomes a connection with the community and a communication channel. Where we also meet other unconventional forms of dissemination such as street art or art wall. In recent years, the mural can very well be considered a unique format of its kind. Companies recognize its strong impact on the relationship between brand and consumer.
Mural advertising or brand art is able to communicate the essence of a brand through art and at the same time redevelop the territory. It is a creative form capable of making corners visible and enhancing little-known cities. He is capable of redesigning a new relationship with the community thanks to his creativity and not to his algorithm.
Brand art is also Brand urbanism.