Outdoor advertising is not what it used to be. With the advent of digital out of home media (DOOH), advertisers now have the ability to target specific demographics with laser precision and track the results of their campaigns in real-time. But what exactly is DOOH, and how does it work? Keep reading to find out.
What is DOOH?
Digital out of home media (DOOH) refers to any type of digital display that is located in a public space. For example, digital signage is a type of DOOH that can take many different forms, including LCD screens, LED signs, and projection screens.
This form of advertising is often used to display information such as advertisements, directions, and news updates. It is also becoming increasingly popular as it offers a high level of flexibility and interactivity. DOOH displays can take many different forms, including but not limited to:
Billboards
Billboards are a type of outdoor advertising that are typically large, static images or videos. They are commonly used to promote products or services, and can be found in a variety of locations such as airports, train stations, and shopping malls. Billboards are a popular form of DOOH because they offer a high level of visibility and reach a large audience.
Bus Stop Shelters
Bus stop shelters are another common type of DOOH. They are typically located at bus stops and feature digital displays that show a variety of information, such as advertisements, news, and weather updates. Bus stop shelters offer a captive audience that is likely to see and engage with the content on the display.
Elevator Screens
Elevator screens are a type of DOOH that are becoming increasingly popular. They are typically located in elevators and feature digital displays that show a variety of content, such as advertisements, news, and weather updates. Elevator screens offer a captive audience that is likely to see and engage with the content on the display.
Airport Kiosks
Airport kiosks are a type of DOOH that are typically located in airports and feature digital displays that show a variety of content, such as advertisements, directions, and news updates. Airport kiosks offer a captive audience that is likely to see and engage with the content on the display.
How Does DOOH Work?
DOOH advertising works by delivering targeted messages to consumers based on their location, demographics, and/or behavior. Advertisers can use DOOH to reach consumers who are exposed to traditional out-of-home media, as well as those who are difficult to reach through other channels.
DOOH campaigns can be designed to deliver static or dynamic content. Static content remains the same for the duration of the campaign, while dynamic content is updated in real-time based on changes in data (e.g., weather, traffic, etc.). Dynamic content is often used for time-sensitive campaigns, such as those for event tickets or last-minute deals.
Why Use DOOH?
There are many reasons why advertisers choose to use DOOH as part of their media mix. DOOH offers a number of advantages, some of the most common reasons include:
- The ability to target specific demographics: DOOH allows advertisers to target specific demographics with laser precision. This is possible because DOOH displays are often located in high-traffic areas where certain demographics are known to congregate (e.g., bus stops near schools or office buildings).
- The ability to track results in real-time: With DOOH, advertisers can track the results of their campaigns in real-time and make necessary adjustments on the fly. This level of granular data was simply not possible with traditional out-of-home media.
- The ability to deliver dynamic content: DOOH offers the unique ability to deliver dynamic content that is updated in real-time based on changes in data (e.g., weather, traffic, etc.). This is ideal for time-sensitive campaigns, such as those for event tickets or last-minute deals.
- The ability to generate buzz: Thanks to their large size and locations in high-traffic areas, DOOH displays have the potential to generate a lot of buzz for brands. This is especially true for time-sensitive campaigns that feature dynamic content that changes in real-time (e.g., countdown timers for sales or events).
In Summary: How To Get Started With DOOH Advertising
If you’re interested in using DOOH as part of your next marketing campaign, there are a few things you need to do to get started. First, you’ll need to identify your target audience and select the locations where they are most likely to see your ads. Next, you’ll need to create or obtain creative assets that can be used on DOOH displays. Finally, you’ll need to work with a DOOH provider to develop and implement your campaign.
DOOH advertising is a powerful tool that can help brands reach their target audiences in new and innovative ways. If you’re looking for an out-of-home media solution that offers flexibility, interactivity, and real-time results, DOOH is worth considering.