Digital Out of Home Advertising Approach
Digital out-of-home (DOOH) media is essentially a digitized version of traditional out-of-home advertising, giving advertisers additional flexibility and creative freedom. These eye-catching displays are great for spreading your message far and wide, and offer additional features that can help you improve your targeting and engagement rates.
A DOOH campaign involves placing digital signage in public areas, like billboards along key roads, shopping malls or sports stadiums. These digital displays will convey whatever messaging you design, whether it’s a static image, rotating images, or animated content. You have significant flexibility when it comes to designing your digital display.
How DOOH can be part of your promotional efforts
DOOH allows businesses to strategically place their advertisements in high-traffic areas to increase visibility while ensuring their offers are seen by their target demographic. Local businesses can certainly promote offers in their communities or target areas, to complement more direct media channels. Plus with digital it’s easy to update messages, and many times you can buy outdoor short-term.
Furthermore, DOOH does offer robust analytics to measure performance, ensuring the effectiveness of campaigns and providing insights for future strategy refinement. Overall, DOOH can be a cost-effective and impactful method to promote local offers and drive business results.
Digital Out-of-Home (DOOH) advertising involves a broad range of formats and can be found in numerous environments. Here are some of the common types of DOOH units:
Benefits of DOOH for local business
Targeted Advertising: DOOH enables businesses to target their advertisements based on specific demographics, time of day, and location. This targeting capability can improve the relevance of the advertising, which in turn can increase customer engagement and conversion rates.
Dynamic Content: DOOH platforms can display dynamic content, allowing businesses to change their message quickly based on various factors such as time of day, weather, and trending topics. This ability to adapt and respond in real-time can make the advertising more relevant and engaging.
High Visibility: DOOH advertisements are often displayed in high-traffic areas such as shopping malls, transportation hubs, and busy streets, providing high visibility to potential customers.
Brand Awareness: DOOH can help boost brand awareness, as it is a very visual and memorable form of advertising. This can help a business to stand out in a crowded marketplace and can make consumers more likely to think of the business when they need its products or services.
Integration with Digital Campaigns: DOOH can be integrated with other digital marketing campaigns, creating a multi-channel approach. For instance, a QR code on a digital billboard could direct consumers to a website, social media page, or app, providing additional engagement opportunities.
Measurement and Analytics: Many DOOH platforms provide analytics that allow businesses to track the effectiveness of their campaigns. This can help businesses understand which messages are resonating with their audience and refine their strategy accordingly.
Cost Effective: Depending on the platform and location, DOOH can be a cost-effective way to reach a large number of potential customers. While initial costs can be high, the potential reach and impact can result in a good return on investment.
Environmentally Friendly: Compared to traditional paper-based billboards, digital billboards are more environmentally friendly as they don’t require physical materials that result in waste.
However, it’s important to keep in mind that the success of DOOH largely depends on the strategy used, the quality of the advertisements, and how well they resonate with the target audience.
A Broad Range of Formats
Digital Billboards: These are the most common type of DOOH advertising, found along highways and busy streets. They’re large and designed to attract the attention of drivers and pedestrians.
Transit Displays: These are located in transit stations or on vehicles, such as buses, trams, and trains. They can also be seen at airports and can take the form of digital posters or screens displaying moving images or video content.
Street Furniture: These are typically smaller displays found in public places like bus stops, park benches, newsstands, and phone kiosks. They offer advertisers a way to reach pedestrians and local traffic.
Place-Based Displays: These are often found in specific venues such as restaurants, bars, office buildings, shopping malls, and cinemas. They target a specific audience based on the venue.
Interactive Kiosks: These are standalone units that invite interaction, such as touch-screen interfaces for wayfinding in shopping malls or airports. They often provide a dual service – useful information for the user and advertising for businesses.
Mobile Billboards: These are often mounted on trucks and roam around designated routes in a city. They can be used to target specific neighborhoods or events.
Digital Signage: These are typically indoor screens found in places like retail stores, gyms, and doctor’s offices, which can display both informational content and advertisements.
Taxi Top Displays: These digital screens are mounted on top of taxis and can display geotargeted ads based on the taxi’s current location.
Gas Station Displays: Located on top of gas pumps, these provide entertainment and advertising to people while they fill up their vehicles.
Elevator Displays: These are found in commercial buildings and residential apartments, providing news, advertisements, and building announcements.
These types of DOOH units allow advertisers to get creative with their campaigns, including using dynamic content, interactive elements, and data-driven personalization.
Planning Out-of-Home
We utilize a number of platforms and vendors depending on need and budget. There’s programmatic platforms that help us plan with scale, as well as the outdoor companies themselves.
Programmatic (pDOOH) vs. Direct Buy
DIRECT DOOH
Buys are generally more “locked in,” as they often have a set time frame from the start and tend to be less flexible when it comes to making real-time optimizations. However, for advertisers interested in large digital screens and/or limited to certain locations or venue requirements, direct buys can sometimes be more effective than pDOOH.
PROGRAMMATIC DOOH
Offers near-real-time purchasing through the power of real-time bidding (RTB). It also provides a wider reach, as well as more control over campaign and targeting parameters (e.g., flight dates and creative swaps).
For all of your DOOH media buying needs, contact Paul Mosenson today.