Whose Audience Is It Anyway?

Srikanth Ramachandran is the Founder and Group CEO of Moving Walls Group, an enterprise SaaS leader for the OOH media industry.

The movie Focus showcases how media can influence our subconscious mind. In one of the pivotal scenes, the number 55 is repeatedly shown to a gambler character, through the use of visual cues, such as billboards, TV screens or mobile ads displaying the number 55.

This consistent exposure to the number created a subconscious association in the gambler’s mind. It triggered a cognitive bias known as the frequency illusion, or the Baader-Meinhof phenomenon, where we start noticing something more often once it has captured our attention. By strategically using different media types, the movie portrays how the subconscious mind can be influenced, leading the character to make decisions that align with the desired outcome of the story.

In the age of multimedia bombardment, the question arises: Can a single media channel alone wield significant influence on our subconscious mind, or is the sequencing of multiple channels key to a deeper impact? Understanding the nuances of this influence requires us to delve into the concept of “priming.”

Research initiated by Outdoor Media Association of Australia found that priming can have a profound impact on our subconscious, subtly steering our perceptions and behaviors. But does the combination of multiple media types enhance this effect even further? Let’s explore the dynamics of priming and investigate whether sequencing different media types can yield a more pronounced influence on our subconscious mind.

The Power Of Priming: Influences From The Real World

In the physical world, we are exposed to various stimuli that shape our perceptions and behaviors. Priming occurs when exposure to one stimulus influences our subsequent thoughts, attitudes or actions without our conscious awareness. Let’s explore the concept of priming and its impact on our everyday lives.

The Power Of A Compelling Message

A few years ago, while driving past a bus shelter in San Francisco, I came across a bold advertisement that read, “Credit Card for Founders, No Personal Guarantee.”

Despite my unfamiliarity with the brand, and the usage of a single medium (bus shelter), the message caught my attention and that prompted me to pull out my phone and use Google search, the second media in my customer journey.

This example demonstrates how a single exposure to a well-crafted message can prime our subconscious mind, creating an immediate emotional response.

The Cumulative Power Of Brand Priming

Another instance where priming had a significant impact on my decision-making was with the brand Madame Tussauds. Having encountered multiple advertisements across various media channels, including TV, online and print, I was consistently exposed to the brand’s image and messaging.

While driving, I noticed a billboard showcasing the Madame Tussauds logo. The cumulative effect of the brand’s priming efforts had created a strong association in my mind, linking the brand with entertainment, celebrity encounters and a fun family experience. I acted on this trigger by using maps on my phone and making a visit to the museum immediately.

This example highlights how repeated exposure to a brand’s messaging and imagery across different media types can prime our subconscious, creating a predisposition and influencing our preferences and decision-making.

Both instances demonstrate the power of priming in our everyday lives. Whether it’s encountering a compelling message or being repeatedly exposed to a brand’s presence, priming can shape our perceptions, preferences and ultimately our behaviors. As an enterprise SaaS leader for the OOH media industry, I’d like to share how priming, influencing or activating through out-of-home marketing can improve you omnimedia performance.

The Power Of Offline And Online Sequencing

OOH, or out-of-home, media is an ever-present form of advertising with an incredibly impactful and larger-than-life presence. When executed effectively, it possesses the potential to become viral content across various media platforms, including digital, social, TV, radio and print. Hollywood once again showcased the immense power of this medium through the film Three Billboards Outside Ebbing, where the billboard content located in a remote location sparked a media frenzy.

OOH Advertising And Mobile Activation: OOH can play a crucial role in driving mobile activations. Moreover, I’ve found that the combination of OOH exposure and mobile engagement creates a seamless transition from offline to online interactions.

OOH Campaigns As Social Media Fodder: Notable OOH campaigns often make their way onto social media platforms through user sharing, leading to increased brand exposure and engagement.

As more audience data becomes available across various media types, I believe multimedia modeling techniques will evolve. In the meantime, here are some practical tips to enhance the performance of your omnimedia campaigns, with a particular focus on leveraging digital out-of-home (DOOH) media as a critical channel.

1. Reach Booster: This technique capitalizes on every available digital screen to maximize reach during product launches or important events. By utilizing DOOH media, advertisers can achieve widespread exposure and initiate conversations that can be seamlessly continued on other media channels.

2. Content Amplifier: Repurpose content generated on digital and social media platforms to enhance brand visibility and message retention.

3. Contextual Content: Leverage open signals such as location, traffic, weather, footfall and even proprietary data like product availability and voucher redemption to drive greater engagement and connect with audiences on a more personal level.

So whose audience is it anyway?

The audience in today’s multimedia world cannot be reached by a single medium. The concept of “whose audience is it anyway?” highlights the dynamic nature of media consumption, where different channels play distinct roles.

Marketers must recognize the role that each media plays—priming, influencing or activating—and plan for an omnimedia campaign that utilizes the right media at the right time with the right message. By adopting this approach, marketers can effectively engage their target audience, maximize reach and drive meaningful interactions and transactions in an ever-evolving media landscape.

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