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August 8, 2022

Why promote art through digital-out-of-home screens

Written by: Pia Breh
PLOGIX
Written by: Pia Breh
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Art is everywhere. It's in the buildings we work in, the coffee shops we visit, and the homes we live in. People don’t need to go into galleries anymore, the art comes to people. Into their natural surroundings, to the locations that they visit daily. Not only art is everywhere but also digital screens are located in many locations. In this blog article, we will introduce you to the potential of digital-out-of-home advertising and the wonderful cooperation between FRAMEN and Plogix Gallery

Because art is everywhere, it is now also an integral part of many people and especially, people that want to buy it for themselves as well. With the rise of digital art and the popularity of online art galleries, gallerists and curators have been able to reach larger audiences. However, the haptic art world is still challenged by disruptive inventions and a big variety of digital opportunities. While some artists and galleries have embraced digital art and started selling affordable art prints online, others are struggling to compete with the new players in the market. 

Is selling art an art in itself?

Selling art online is difficult, just ask an artist. The art world is a nebulous, ever-changing marketplace where the rules are constantly being rewritten. 

“It’s  not always easy for art buyers to visit online galleries and go through hundreds of thousands of works to finally find the one they would like to purchase.Gino Pacini, Partner and Director at Plogix Gallery 

Art is an inherently personal medium, and what one person sees as a masterpiece may be seen as worthless by another. As a result, persuading someone to part with their hard-earned money for a piece of art can be a complex and frustrating process. In addition, the art world is notoriously fickle, and what is popular today may be forgotten tomorrow. As a result, artists who wish to sell their work online need to be constantly adaptable and willing to experiment with new strategies. Whilst there is no surefire formula for success, those who can navigate the complexities of the art world can find success selling their work online.

Digital-out-of-home screens offer a unique way to promote art

DOOH or digital out-of-home advertising is a rapidly growing industry, and it provides a new platform for artists to sell their work. Due to its  cutting-edge technology, these screens can be used for much more than just advertising. As a result, locations become multi-purpose locations that can be used for a variety of purposes even if it’s news, providing valuable information about local events, weather, or advertising. 

Digital screens are everywhere, from coworking spaces and airports to grocery stores and malls. That means that there's more space for art, and more opportunities for artists to reach a wider audience. And thanks to advances in technology, they're getting bigger and better all the time. Keep in mind art comes to people in their natural surroundings.

 “So, if you're looking for a way to sell art, DOOH is the perfect channel.” Yannik Schrader - Sales Manager DE at FRAMEN.

Art galleries are using FRAMEN to engage with their audiences

Let us introduce the wonderful cooperation between FRAMEN and Plogix Gallery. Plogix is an online platform and group that connects talented artists from around the world with both art collectors and other artists through social media promotions and digital advertising. Plogix has a network of over 500,000 art enthusiasts and works with over 1,200 hand-picked, talented artists from around the world showcasing nearly 10,000 artworks on its online gallery alone. 

Plogix chose to work with FRAMEN because of its access to before non—assessable locations, easy management of ad campaigns for artists, flexible pricing structure, and diverse network of digital screens worldwide.

Plogix partnership with Framen adds an extra layer of exposure for artists by also exposing them on DOOH screens to potential buyers. This is important not only because it provides more views of their works, but also because it allows the viewers to actually experience the artworks in its authentic form.” Gino Pacini, Partner and Director - Plogix Gallery 

Plogix expects to have a greater number of conversions and sales, not only on its online gallery, but also on its new Physical NFT marketplace. Plogix plans to add QR codes to its campaigns on FRAMEN to allow potential buyers to immediately purchase artworks on the spot.

How to advertise art on DOOH screens? 

There are a number of ways to advertise art on digital-out-of-home screens. One way is to use artworks that are already popular and have a wide appeal. Another strategy is to target specific demographics with art that appeals to them. 

For example, if you are trying to reach a young, hipster audience, you could use street art or graffiti as your advertising art. If you want to reach a more upscale audience, you could use fine art or photography.

Whatever approach you take, the important thing is to make sure your art is eye-catching and attention-grabbing. After all, that will get people to stop and take notice of your ad in the first place. Learn more about other use cases for advertising on digital-out-of-home screens.

So, if you’re looking for a new way to promote artwork, or even just curious about what digital out-of-home advertising can do for you, start your campaign today. Get in touch with our team of experts and we’ll be happy to help get your artwork seen by millions.

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