By Alex Mardikian

The bulk of digital content is today being consumed on smartphones. Businesses trying to leverage DOOH must acknowledge this and factor it into their overall marketing strategy. Smartphones are personal devices and you can push, share, flash targeted content to these.

Imagine, combining VODXS faucet ad systems with smartphones. A message viewed on an LED in a public washroom can trigger a share on social media or an online purchase via the smartphone. Apps on the smartphone can communicate with digital signage and you can receive relevant messages on the smartphone.

You need to get an audience to the big screens. Smartphones are already present with your audience. Use both tools. Tablets and smartphones can contribute hugely to your DOOH marketing project and open up advertising vistas hitherto untapped. For example, upselling and cross-selling becomes easier through small screens.

You don’t have to do anything out of the way to get smartphones ready for digital signage content. Download an app for compatibility and then you only need to get the content there.

The small screen when used for content can nudge buyers in to making favorable purchase decisions. In-store, small screens can be placed at eye levels and in spaces where a big screen would occupy too much area. Bar counters, till spaces, shelves…the screens can provide useful and topical information that can stimulate impulse purchases.

Corporates can use small screens to share a plethora of information, such as availability of meeting rooms, menus in staff mess, important information at the building gates, etc.

Smaller screens can show messages for an intended audience; i.e., if you’re close to the screen then you presumably have some business there. The information displayed should therefore be meaningful to you.

Entertain and amuse an audience with small screens. Share images, fun facts, and social media commentary.

Small screens have this wonderful attribute of being private by design. They foster attentive reading, facilitating absorption. And when the information displayed is carefully curated to meet demands of time, place, audience type, and audience needs, then high retention rates drive action. You can drive instant actions.

You can easily add small screens to the DOOH marketing plan you envisage.