Top 5 benefits of Digital-Out-of-Home advertising
Where do you see the most ads? Facebook? Instagram? Twitter? YouTube?
The past decade has seen an explosion in digital advertising. From social media platforms and Google campaigns to email marketing, it’s clear digital has changed the way we consume and view ads.
Attention spans are limited. Users are bombarded with up to 10,000 digital ads a day. This begs the question: can Digital-Out-of-Home (DOOH) ads really compete in today’s mobile-centric world?
The answer: they certainly can.
In fact, the global out-of-home market is expected to hit $35.1bn by 2027. What’s more, 85% of advertisers believe that DOOH is successful in driving consumers to take action.
And it makes sense. With users seeing so many ads on mobile and desktop, a well-placed DOOH ad — such as a digital billboard or digital signage at a train station —- can really stand out and capture a customer’s attention. But that’s not the only benefit.
In this post, I’ll be taking a closer look at why advertisers should be making the most of DOOH and some of the benefits it can bring to your marketing mix.
But first – what is Digital-Out-of-Home advertising?
Put simply, DOOH is any kind of digital advertising displayed in a public area.
Unlike out-of-home (OOH), which encompasses any kind of advertising found in public spaces – including printed billboards and signages — DOOH refers specifically to digital media delivered to a screen in real time.
You’ve probably seen a few examples of DOOH while you were out today. Anything from a digital billboard displaying a Pepsi advert in Times Square (widely known for its DOOH!) to digital signage at a bus stop.
Other examples of DOOH include: roadside signage, dynamic signage at shopping malls or grocery stores, digital adverts displayed on information boards in shopping malls, train stations and airports, and digital display wifi hotspots.
Benefits of Digital-Out-of-Home advertising
1. Accessible, cost-effective, and scalable
Since DOOH advertising is so versatile (i.e. three concurrent ads can rotate with little-to-no human input, all in an instant), it’s a lot more accessible and cost-effective than traditional out-of-home advertising, which requires brands to purchase space in multiple areas in order to run multiple ads. This makes it easier for brands to keep their customers up-to-date with product launches, company news, or simply a series of engaging ads related to the same campaign.
What’s more, brands can serve ads relevant to the time of day, weather, season, or even the kind of customer that may be walking by at that moment. A DOOH ad can also easily connect with a number of demand-side platforms (DSPs), making it simple to set up and use (we’ll talk more about this in our next post).
2. Offers a wider range of metrics
From monitoring your ad in real time, to leveraging metrics such as brand recall, awareness, footfall traffic (e.g. in-store visits driven by an ad), lift analysis and impressions, DOOH enables advertisers to measure their ads using a variety of different metrics.
This not only equips brands with the insight to pinpoint problems and understand whether an ad is performing or underdelivering, but also gives them the foresight to adapt future campaigns and optimise their ad spend.
3. Captures interest and stands out
In a world where ad blocking is pervasive, it’s clear consumers can’t possibly pay attention to every single ad that comes their way on mobile and desktop. In fact, a recent study suggests up to 75% of us are tuning out of digital device ads because of excessive time spent on devices.
DOOH, on the other hand, stands out because it can’t be skipped. It’s unblockable, and not as intrusive as mobile or desktop. And because it’s within a real-world setting, it’s more likely to grab a customer’s attention, unlike online ads surrounded by a sea of other ads.
To put it into perspective, 34% of city dwellers have reported that OOH influences their purchasing decisions compared to online display ads (which may go unnoticed by 56% of consumers).
4. Unlocks targeted audience reach and wider campaign parameters
Since DOOH can be displayed in public spaces — such as shopping malls or train stations— where human traffic is high, audience reach can be significant , particularly when the focus is on weather or location. This reach also opens up more possibilities for advertisers to set up wider campaign parameters, customisable segments, and audience datasets.
These datasets and segments can also be used to inform campaigns across different mediums, enabling brands to effectively retarget the most relevant customers, and with hyper-targeted content.
5. 100% privacy compliant
Unlike online ads that often still rely on third-party data and cookies, DOOH is 100% privacy compliant and doesn’t infringe on a user’s personal data. Instead of targeting users based on their search history, DOOH uses anonymous mobile data to gather insights about demographics.
Digital-Out-of-Home advertising isn’t dead (it’s only just the beginning)
With the rise of social media, it’s understandable to think DOOH may have been swept under the rug. But with its unskippable, unblockable properties, customers can’t help but take notice and engage — increasing ROAS and enabling brands to target their consumers without being intrusive or annoying.
In our next post, we’ll be taking a closer look at pDOOH (programmatic Digital-out-of-Home) — and why you should start leveraging it within your own marketing strategy.