With digital out-of-Home (DOOH) you can show your brand’s message to your audience while they are traveling or out and about in their city. This tactic is great to add to your omni-channel strategy to reach people where they are.
What is DOOH?
Digital out-of-home advertising is any form of media that’s displayed in environments that are viewable to the general public. Some examples of this are digital billboards, screens found in restaurants, elevators, shopping malls, and many other highly-trafficked locations.
Where can you see DOOH ads?
All over! The next time you’re out, you’ll start to notice all of the locations they appear, like:
Why Should You Add Digital Out-Of-Home Advertising to Your Mix?
Digital out-of-home advertising empowers advertisers to create immersive, memorable, and often interactive campaigns.
What Are The Benefits of DOOH Advertising?
Traditionally, Out-of-home (OOH) has been thought of as a mass awareness channel. However, with programmatic technology, there have been many advancements in measurement capabilities. DOOH has changed the way it’s viewed within the broader advertising strategy.
The latest digital signage technologies make DOOH advertising incredibly versatile, connecting with audiences on new screens. Brands can now deliver streaming ads in locations like transit stations, at gas pumps, in elevators or have timely and relevant promotions shown in a shopping center.
Know Your Audience
Like any advertising tactic, DOOH is most effective when it’s strategically placed. While digital signage itself can create dynamic, on-brand experiences, advertisers will get the most from these assets by utilizing an omni-channel approach. By implementing an omni-channel strategy advertisers can better serve their buyers and advertisers can engage in more meaningful ways with their audiences. DOOH gives your brand the opportunity to target your audience in a new format while they’re on the way to the store, an event, or at the point of purchase.
DOOH has the ability to be ultra targeted. Campaigns can show specific messages at different times of the day, creating a more timely and personalized experience. Not to mention, the ads can appear right when your target consumer is most likely to be around.
When to Use DOOH
There are many opportunities for brands to be creative with DOOH. From major CPG (consumer product goods), down to local advertisers, DOOH has the ability to create delightful experiences for ad viewers.
Brands looking to target motorists can show their message on gas station pumps. And since filling your tank can be a mundane task, this audience is far more likely to engage with the DOOH advertising.
The opportunities with DOOH are endless.
Measuring impressions
The most important metric in digital out-of-home is the number of impressions that a screen gets over a given time period. Determining how many impressions a screen gets, however, is a little tricky. With online advertising, one appearance of an ad on one screen is likely to reach one person. DOOH, however, is a one-to-many medium. Several people are likely to be looking at a screen at any given moment, meaning that one play of an ad needs to be counted as several impressions.
Are you interested in adding DOOH advertising to your strategy? Contact us today to get started!