Digital out-of-home advertising offers impactful ways to engage with potential customers in the real world, effectively driving brand awareness and customer action.
Have you ever walked through a shopping mall or airport and noticed digital display advertising on the walls or standalone kiosks?
Digital out-of-home (DOOH) advertising adds a memorable and engaging aspect to your campaigns, allowing you to reach customers beyond the hours they spend online. With DOOH, all they need to do is look up or glance at your ads in public spaces.
DOOH campaigns are notably effective, with 76 per cent of recent DOOH viewers taking action after seeing an ad, from visiting a store to watching a video or making a purchase. Also encouraging for marketers: 73 per cent of consumers surveyed viewed these ads favourably.
What is DOOH advertising?
DOOH advertising uses digital displays to deliver ads to consumers in public spaces. These displays include digital billboards, screens in retail locations, interactive kiosks and displays seen at airports, subways or bus stops.
DOOH uses dynamic, digital content that can be updated in real time, often with the ability to include video or interactive elements. This sharply contrasts with traditional out-of-home advertising, such as billboards or posters.
The digital aspect allows you to display content that can be tailored to specific times of day or adjusted based on current events. This kind of advertising can enhance brand visibility and drive foot traffic to your business by reaching potential customers during their daily routines.
Examples of DOOH advertising
Here are some examples of where you might encounter DOOH ads:
1. Digital Billboards
These are large digital screens you might see along highways, in city centres or on the sides of buildings. They often display rotating advertisements, allowing multiple brands to share the space.
2. Transit Advertising
Digital screens are frequently used in public transportation hubs like airports, train stations and bus stops. These displays can show ads, announcements or real-time travel information.
Example: Digital screens throughout major airports display a mix of travel information and branded ads.
3. Interactive Kiosk
These are often found in shopping centres and airports. They allow users to interact with the display by touching the screen to find information, and brands can use these to create engaging and personalized experiences.
Example: A touch-screen kiosk in a shopping mall lets you see your location on a map and browse store directories while showing ads for upcoming sales or new products.
4. Digital screens in retail stores
Many stores now use digital screens at the point of sale or in display areas to promote special offers, new arrivals or branded content.
Example: A clothing store can have digital screens near the checkout counter showcasing the latest fashion collections.
5. Digital screens in stadiums and arenas
Sports venues often have large digital screens displaying ads, live game updates, scores and other entertainment.
Example: A display screen in a hockey arena will show ads during game breaks.
6. Digital signage in elevators
Some high-rise buildings have digital screens in elevators that show ads alongside news headlines, weather updates or building announcements.
Example: An elevator in a condominium or office building might have a screen displaying ads for nearby restaurants or upcoming events.
Why is DOOH advertising so effective?
DOOH allows you to target specific locations and demographics to reach your desired audience. You can create memorable content that gets people’s attention without obstacles, like ad blockers, you might encounter with other advertising.
Advanced analytics tools can track the effectiveness of your DOOH campaigns, providing data on impressions, engagement and how many people visit your place of business. This makes it easier to measure ROI and optimize campaigns in real time.
Because these ads are displayed in high-traffic areas, they get your brand and messaging in front of a broad and diverse audience. DOOH ads can be quickly and affordably updated, allowing you to respond to trends or changes in your marketing strategy.
Comparing traditional OOH and DOOH advertising
DOOH advertising offers significant advantages over standard out-of-home (OOH) advertising. While billboards effectively reach broad audiences, the static content they display for weeks or months is often overlooked. Updating them is costly and time consuming. Billboards also lack interactivity, limiting consumer engagement.
In contrast, DOOH advertising is adaptable, allowing brands to display animations, videos and timely updates that capture attention and increase memorability. DOOH’s ability to target specific demographics and adjust content based on the time, the location and even the weather makes it more effective at reaching the right audience with relevant messages.
The digital component of DOOH is crucial because it enables quick updates and enhanced engagement, something static billboards cannot achieve. The ability to quickly analyze data allows advertisers to refine their campaigns, making them more efficient and impactful.
5 tips to optimize DOOH advertising campaigns
Optimizing DOOH advertising involves taking five strategic steps to ensure your campaigns are effective and reach the right audience:
1. Understand your audience
Identify the demographics you want to reach. Understanding your target audience helps you make informed decisions about where and when your ads should be displayed. Analyzing foot traffic data will also help you determine the high-traffic locations where your audience is most likely to be.
2. Leverage data and analytics
Incorporating current events, weather conditions and other real-time data can make your ads more relevant and engaging. Tracking metrics such as impressions or engagement can help you analyze your campaign’s performance. These insights can help you understand which of your campaigns are most effective and where to adjust.
3. Create engaging content
Your content should be designed for the environment in which it will be displayed. This means using bold text and clear messaging that can be easily read from a distance. Try incorporating dynamic elements that can change based on factors like time of day or location, keeping your content fresh and appealing.
4. Optimize ad placement and timing
Choose locations that align with your target customers’ daily routines, such as office buildings for business professionals. Timing is also essential to ensure your ads are shown during peak hours when your target audience is active. You can adjust the frequency and rotation of your ads to prevent overwhelming viewers.
5. Test and adapt
Running tests with different versions of your ads will help you determine which ones resonate best with your audience. Continuously review performance data and make necessary adjustments to optimize your campaigns. You may need to refine the content or adjust the timing to achieve the best results.
Navigating the complexities of this advertising medium can be challenging. An experienced partner or DOOH specialist can provide valuable insights, access to advanced tools and a deeper understanding of market trends and consumer behaviour.
Leveraging DOOH in multichannel and omnichannel marketing
DOOH advertising plays a significant role in multi-channel and omnichannel marketing strategies by enhancing brand visibility and creating cohesive consumer experiences across different touchpoints.
The dynamic and interactive nature of DOOH content captures attention in physical spaces in ways other channels often cannot, especially when integrated with online and mobile experiences, leading to increased engagement.
Additionally, combining DOOH with other digital channels enables brands to collect and analyze comprehensive data on consumer behaviour across different environments, resulting in more informed decision-making and optimized marketing efforts.
Ready to explore DOOH advertising to reach consumers in the real world? Book a consultation with a Postmedia expert to learn more.
