Digital Out of Home Advertising, Explained

This year it is expected to account for 40% of OOH advertising spending and is the only traditional ad category that continues to grow strongly.

OOH is good, but DOOH is better.

52% of consumers pay attention to the OOH and 81% of urban public acts after seeing the OOH ad.

But first, what is the difference between OOH and DOOH?

  • Outdoor advertising is traditional outdoor advertising. It involves sending messages to consumers when they are in public places, on their way to work, on hold, or at specific business locations. Think of a place where someone can check the phone for three seconds to avoid stepping on a street light.
  • Digital outdoor advertising is significantly more than ten. DOOH provides OOH with AdTech; geofencing, tracking, retargeting, personalization, attribution, and measurement.

Change from OOH to DOOH.

These can be billboards that dynamically display advertisements targeted at each individual as they pass.

It will be real-time marketing on another level, with billboards changing based on time of day or weather conditions. Imagine ads selling in real-time auctions, appearing in a specific location within minutes.

This is probably why DOO accounts for 28.3% of all OOH ads and is expected to reach 38.3% by 2023.

Better, more accurate data is the backbone of these innovations. Marketers can deliver real-time multimedia content based on the demographics and behavior of mobile devices and their human equivalents.

So how do you do DOOH?

The main difference between OOH and other media is the availability of location-based marketing. OOH overwhelms potential customers while they live their lives.

Therefore, your message becomes a powerful interaction between your brand and your target customer. It’s an interaction and an experience. There’s also less noise, so you’re not competing to yell at your competitors. It’s just you, your customer, and whatever your city has.

Geofencing marketing is a location-based marketing technique that allows you to connect with smartphone users in a specific geographic area, such as a retail store, through mobile apps or mobile web pages.

Geofencing is a way to talk directly to your ideal customer whenever they use their smartphone, wherever they are.

When it comes to combining OOH and DOOH, it’s best in places with lots of people and therefore lots of phones. It could be an airport, cinema, shopping center or train station.

By linking commerce data from mobile ads or using app data, marketers can analyze consumer movements after campaign exposure to determine the impact on movement.

In short, the rich and complex data now available from the explosion of mobile devices and the data trails they leave mean that DOOH planning can be done with a high level of sophistication. Data-driven technology for dynamic advertising services can optimize OOH’s digital content in real-time.

So how do you get the most out of your DOOH?

Now that you’ve made the most of your data, you need to know how to get your efforts noticed. Some ways to get the most out of your DOOH are:

  • Encourage social interactions. This could mean adding a social element to your OOH, which increases interaction. It could be a call to action, an Instagram tag, or a QR code.
  • Full movement. It can be short films, news or sports highlights, even original content created especially for locals.
  • Use hyperthreading. OOH, programming systems use not only data such as location, but also online browsing behavior and shopper data. That means you can target micro-specific segments.
  • Think of multiple screens. A larger ecosystem with multiple screens that amplify brand messages can create deeper engagement with active customers for extended periods of time away from home.

Billboards can indicate a passerby’s car and create a personalized message.