The Importance of User Experience in External Advertising: DOOH and UX
The Importance of User Experience in External Advertising
In an increasingly digitalized world, people spend more and more time going around, working, having fun, and socializing in public places. This creates a unique opportunity for outdoor advertising (DOOH) to connect with an active and focused audience.
However, the effectiveness of outdoor advertising depends on a positive user experience. User experience (UX) is essential to create a connection between the ad and the consumer, increase visibility, and improve conversions.
What is user experience (UX)?
The user experience is the process of how people feel when they interact with a product, service, or experience. In terms of external advertising, the user experience is the way people connect with an ad, including how the ad is designed, how it's presented, and how it's interacted with.
Why user experience is important for outdoor advertising?
User experience is important for outdoor advertising because it's the only way to create a real connection between the ad and the consumer. A positive user experience can increase visibility and relevance of the ad, while a negative user experience can trigger a negative response and affect the ad's impressionability.
Furthermore, user experience can help improve the marketing strategy, making it clearer to consumers what a brand has to offer and why it's important for their business.
How to improve the user experience in outdoor advertising
To improve the user experience in outdoor advertising, it's important to consider the following strategy:
In addition, it's important to keep in mind that user experience is a combination of interconnected elements, and any aspect that fails can negatively impact the marketing strategy.
Conclusion
The user experience is fundamental to outdoor advertising (DOOH), as it can improve visibility, relevance, and conversion. Therefore, if you want your marketing strategy to be successful, don't forget the importance of user experience and implement a strategy that prioritizes interaction and consumer engagement.
