What does the rise of faux OOH ads mean for adland?
Since we saw giant Jacquemus bags zipping around the streets of Paris, more brands have delved into ‘faux OOH’ ads. But in the era of misinformation, who do they benefit? Veridooh co-founder Mo Moubayed explores further.
Hardly a month goes by without a new trend popping up in advertising, and the latest one is the rise of what is being dubbed ‘faux OOH’ ads. This is where brands create videos of captivating — but fake — OOH activations and post them online to create buzz around their brands.
We’ve had Jacquemus handbags driving through Paris, Maybelline putting mascara on a London underground train, Adidas’ 3D billboard celebrating Lionel Messi’s World Cup win, and more recently, and perhaps most controversially, Gymbox’s mockup of ads on top of buses.
There’s no denying that these ads’ creativity is exciting to watch. But we have to ask if they provide real value to brands and consumers.
When done well, faux OOH ads are a great way to grab people’s attention and have fun with your brand’s marketing. While we don’t know the sales uplift that results from these ads (I’m sure we’d all love to see those numbers!), judging from the massive interest online, they certainly get consumers talking with the videos racking up significant likes, shares, and comments.
For example, if you have a quick look at Jacquemus’ viral handbag video, which has so far clocked 4.7 million views on TikTok alone, you’ll see comments from celebrities such as Bella Hadid, Katy Perry, and other luxury brands such as Mercedes.
However, marketers need to tread a fine line and be cautious about intentionally misleading consumers. The rise of technologies such as AI, deep fakes, and CGI means that consumers already have a lot to be distrustful about when online which is likely driving the growing distrust consumers have with social media platforms.
For example, a MarketingSherpa survey found that the top 5 most trusted ad platforms are all traditional mediums. Judging from the comments sections of faux OOH ads, some consumers were tricked into thinking these videos were real. So perhaps it’s not wise for brands to add to the fake content circulating online and risk harming the trust they have with consumers. Certainly, brands shouldn’t go down the road of Gymbox which sent a press release to the media claiming to have a “world-first” ad on top of London buses that turned out to be fake.
As for the OOH industry itself, faux OOH ads highlight the widespread appeal of the channel. People love these videos because they love OOH. A recent Kantar report found that consumers worldwide say that OOH and DOOH, alongside cinema, are the most attention-grabbing media channels. So, it’s no surprise that these videos which are using OOH in new and exciting ways intrigue consumers – even if they are fake.
The challenge for marketers now is to listen to what consumers are saying they want and pull off these fake OOH activations in real life. Artists such as JR have shown us it’s possible to turn iconic public spaces into works of art with his optical illusion at the Louvre.
Brands have also given us a taste of what’s possible with McDonald’s turning the Sydney Tower into a Big Mac. Faux OOH ads should encourage and inspire marketers to push the boundaries of what’s possible with OOH activations. After all, media owners have already shown they’re capable of doing amazing things with their spaces.
Brands also need to remember that while sharing a fake OOH ad online may be good for engagement, it does not replace the effectiveness and impact that you get from real OOH ads. Kantar’s report found that while D/OOH is one of the most attention-grabbing mediums, online/mobile and video streaming were the top two channels consumers say they try to ignore.
Another 2023 report from Solomon Partners found that OOH produces the highest levels of consumer recall compared to other channels such as online, tv, and, podcasts. Given all the evidence that points to the effectiveness of OOH compared to online mediums, advertisers should think carefully about the bang for buck they get when advertising online compared to investing that ad spend in OOH.
So, while faux ads can be a fun way for brands to connect with consumers, hopefully they translate to brave marketers bringing them to life (imagine seeing a train top up its mascara!). But if you are going to create a faux OOH ad, remember to be transparent with consumers about its authenticity and don’t expect to see the same impact that advertising in OOH will give you.
Mo Moubayed is co-founder of Veridooh.
