Digital out-of-home (DOOH) is everywhere, and for good reasons. This form of advertising ranges from simple and small-scale like the screen at your local coffee shop promoting their coffee roaster, to the massive video screens that crowd Times Square. New technology continues to drive DOOH forward with artificial intelligence, 3-D and enhanced interactivity. This post unpacks the evolution of DOOH and its advantages. What this means to you, as an advertiser, is that:
You need to include DOOH in your advertising plan.
DOOH evolved from OOH
Out-of-home (OOH) ads date back to the age of hieroglyphics and rock paintings. It’s an inexpensive effective form of advertising that has grown and changed with the times. Since 2007 OOH has grown consistently, according to Magna Global’s 2017 Media Economy Report, who expect it to reach $33 billion globally by 2021. Urban life has boosted this growth since population concentrations offer mass exposure for advertisers. It’s estimated that two thirds of the world will be living in cities within 30 years. That spells a great OOH advertising opportunity.
When video came along, every form of media was affected. It’s rise created an appetite for moving images, one that remains intense. It was a natural evolution for OOH to become digitized. The merging of OOH advertising with digital strategies forged an irresistible combination – digital out-of-home (DOOH).
Consider how effective your DOOH would be when your target consumer is:
- On their daily commute: at bus shelters, subway stations, along roadways
- Passing by street furniture: benches, mailboxes and street signs
- Enjoying down time: at movie theaters, concert halls and sports arenas
- Getting things done: in medical and dental waiting rooms
- Traveling in high traffic areas like airports and train stations
DOOH ads capture people in places where they might need or be shopping for your product.
Three reasons why DOOH is great
Digital-out-of-home is the perfect way to advertise in a society that is increasingly able to cherry-pick the content they consume. Here are more advantages:
It’s highly visible and engaging
Static content doesn’t engage as well as digital content, and it’s not as impactful. Static content is often unseen due to the the sheer amount of information posted in public places. The dynamic nature of digital uses the power of visuals to capture your audience’s attention. Mediatel Newsline reported on a neuroscience study that offered more proof. They found that full-motion video OOH ads (i.e. DOOH) was 2.5 times more impactful than static ads, resulted in more memorable brand impact and created strong emotional responses.
You’re in control
Consumers have become savvy in ignoring in-home advertising. Many people don’t have live tv anymore and everyone is quick to skip ads online or on recorded media. Ad-blockers have become a market of their own. The fixed, public nature of out-of-home means the ad won’t be shut off. Plus, DOOH puts you fully in charge of running your messages when and where you want.
Low servicing costs
Unlike static signage, you won’t have to pay to have your ad reprinted and repasted. You can automatically change content on an ad screen in seconds. This allows you to offer variety in your content. Old-school billboards remained fixed in place for weeks, but with digital you can change ads as often as you like, enabling you to test and adapt your campaign. Variety is also a great way to keep viewers engaged.
Digital media is a sure-fire way to get people to pay attention; public spaces attract large amounts of people. Together these form the power of DOOH and make your ads irresistible.
Are you ready to start your DOOH campaign? Why not start here?