OOH: Scent, Sound, & Sensation: Future of Outdoor Adverts
From coffee-scented bus stops to talking billboards, OOH advertising is becoming a full sensory experience. The world of out-of-home (OOH) advertising is evolving beyond visuals, with brands increasingly using sound, scent, and interactive elements to captivate audiences. Excite OOH reports that multisensory campaigns are driving deeper engagement, longer dwell times, and higher social sharing than traditional displays. The Rise of Sensory Advertising
From scented bus shelters in London releasing fresh coffee aromas to audio-enabled posters that talk to passersby, multisensory OOH campaigns are turning city streets into immersive marketing stages. Interactive touchpoints, AR overlays, and haptic feedback allow audiences to physically engage with brand messaging, creating memorable experiences. Ward highlights the power of multisensory activations with real-world examples:
- Scented Bus Shelters - Starbucks, London: Coffee aromas were released during morning rush hours, increasing dwell time by 25% and driving foot traffic to nearby stores.
- Talking Billboards - Nike, New York: Audio storytelling on billboards engaged pedestrians with dynamic voiceovers synchronized to digital visuals, generating over 1.2M social media impressions.
- Interactive Posters - Absolut Vodka, Stockholm: Touch-sensitive posters allowed passersby to mix virtual cocktails on the screen, resulting in a 40% increase in brand recall among participants.
- AR-Enhanced Street Panels - Disney, Paris: Characters from a major release appeared in 3D via AR, prompting selfies and shares, significantly amplifying organic reach.
Why Multisensory Works
- Enhanced Recall: Engaging multiple senses improves memory retention of brand messages.
- Emotional Connection: Aroma, sound, and interactivity evoke feelings that visuals alone can't replicate.
- Viral Potential: Unique experiences encourage social sharing, amplifying campaigns far beyond their physical location.
- Measurable Engagement: Sensors and analytics track interactions, optimizing campaign performance in real time.
"Brands that tap into all five senses can create experiences that stick.
Scent, sound, and interactive elements elevate outdoor campaigns from being seen to being felt and remembered. When done thoughtfully, these campaigns increase both foot traffic and social engagement. We've observed that multisensory activations often generate 3-4x more audience interaction compared with standard digital or static boards.
The key is seamless integration: the sensory elements should enhance the storytelling rather than distract from the core message," says Advertising Expert Elliot Ward from Excite OOH. The Future of OOH As cities become stages for multisensory storytelling, marketers are discovering that the most memorable campaigns are the ones that engage sight, sound, and smell.
Combining technology with creativity, OOH is creating experiences audiences can touch, hear, and remember.
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