DOOH: A CONVENIENT MODERN SPIN ON AN OLD IDEA
Digital out-of-home (DOOH) advertising is one of the fastest growing forms of advertising today, specifically because it is in many ways very attractive. Case in point: it is completely resilient to some of the typical problems nagging online advertising. DOOH offers some of the advantages of the technology used in online display advertising, such as targeting and enhanced traffic data, but at the same time it is completely immune to ad blockers, and OOH ads cannot be skipped by the user. Also, DOOH requires a certain level of creativity to grab attention – something that has decreased over time with online display ads.
Here are a few of the places that often make use of DOOH media:
- Shopping malls and retail stores
- Movie theatres and arenas
- Medical waiting rooms
- Airports, train stations and bus shelters
- Beside major roadways
HIGH-TECH ADVANTAGES OF DOOH MEDIA
There are some important advantages to choosing DOOH media over static forms of outdoor advertising.
REDUCED MANAGEMENT COSTS
Traditional billboards incur printing and installation costs for each new ad. Displaying fresh content on digital billboards can be automated and done in seconds. theirs’s more upfront cost to setting up a digital screen, but it’s an investment that more than pays for itself.
INCREASED CAMPAIGN CREATIVITY
DOOH is even more impressive when applied in tandem with other modern technologies. Pair a display and facial recognition technology and you can match content to the demographics of onlookers. Integrate weather data and you can create campaigns that change content depending on whether it’s sunny or raining. There’s endless opportunity for creativity, context and relevance when DOOH is paired with other sensors and software, much of which could not be possible with static displays.
MORE VARIED CONTENT
Digital also allows for a number of different pieces of content to be displayed. With regular billboards, the same static image will stay up for weeks, whereas a digital ad can change every 15 seconds. This variety on the screen keeps viewers interested and more receptive to messaging.