Digital out-of-home (DOOH) advertising offers a powerful way for travel brands to engage potential customers in real-world environments, creating memorable experiences that drive brand awareness and action.
Have you ever noticed digital displays at airports, train stations, or tourist destinations? DOOH advertising is becoming a key player in how travel businesses reach travelers and tourists, providing an opportunity to capture attention beyond the online space. By using digital displays in high-traffic areas, travel brands can connect with their ideal travel audience during daily routines, creating immediate connections and driving opportunities for action.
Why DOOH Works for the Travel Industry
Research shows that 76% of DOOH viewers take action after seeing an ad—whether visiting a website, booking a flight, or making a purchase. Additionally, 73% of consumers view these ads positively, indicating that digital displays are an engaging and effective way to connect with potential travelers.
DOOH uses digital billboards, interactive kiosks, screens in retail locations, and displays in airports, train stations, and other public places. Unlike traditional advertising, DOOH allows for dynamic content that can be updated in real-time, featuring video, promotions, or location-specific messaging.
Examples of DOOH in the Travel Industry
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Digital Billboards
These large, dynamic displays can be found along highways, near tourist attractions, or in high-traffic areas in cities, showcasing destinations, flight deals, or travel packages.
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Transit Advertising
In transportation hubs like airports and train stations, digital screens display travel information, promotions, or destination ads, helping travelers plan their next trip or engage with offers in real-time.
Example: Digital screens in airports feature destination ads along with flight information, encouraging travelers to book their next trip.
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Interactive Kiosks
These kiosks, found in shopping malls or airports, allow users to engage with maps, browse promotions, and find personalized travel deals.
Example: A kiosk in a shopping mall might show nearby hotels, guided tours, or vacation packages while offering discounts or information on upcoming events.
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Retail Store Screens
Retailers in airports or tourist locations use digital screens to promote travel products, local experiences, or services.
Example: Digital screens near airport checkouts display promotions for guided tours, hotels, or travel gear.
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Sports Venues & Stadiums
Stadiums with digital screens can advertise travel packages or show live updates alongside ads for tourist destinations, ideal for attracting attendees who may be planning future vacations.
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Elevator Digital Signage
High-rise buildings in tourist-heavy areas or hotels use elevator displays to show local activities, tours, or nearby attractions, enticing guests to explore.
How DOOH Benefits Travel Businesses
DOOH allows travel brands to target specific locations and audiences with real-time, relevant content. This kind of advertising avoids the barriers of online ad blockers and provides engaging content where people are already paying attention. Additionally, real-time data analytics allow you to track the effectiveness of your DOOH campaigns, measuring metrics like impressions and customer engagement.
Because DOOH ads are displayed in busy locations with high foot traffic, they put your brand in front of a broad and diverse audience—perfect for the travel industry, which often targets a wide range of travelers.
Key Advantages of DOOH for Travel Marketing
- Adaptability: Unlike static billboards, DOOH campaigns can be quickly updated with new content, ensuring that your travel brand stays relevant and timely.
- Increased Engagement: The interactive nature of DOOH allows travelers to engage with the content, whether it’s through videos, animations, or live travel data.
- Real-Time Relevance: Tailor your ads based on factors like the time of day, weather, or special events, making the content more engaging and actionable for the audience.
- Targeted Marketing: DOOH allows travel brands to target specific demographics in high-traffic locations, ensuring that ads reach the right audience at the right time.
How to Optimize Your DOOH Strategy for Travel
To make the most of DOOH advertising in the travel industry, follow these five steps:
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Define Your Audience:
Know who your ideal customers are (e.g., business travelers, vacationers, international tourists) and tailor your campaigns to meet their needs. Analyze foot traffic data to target locations with high engagement from your audience.
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Incorporate Real-Time Data:
Use data such as weather conditions, flight schedules, and current events to make your ads more relevant. For example, advertise beach destinations when the weather is hot or offer last-minute deals during a flight delay.
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Design for the Environment:
Craft bold, clear messaging that’s easy to read from a distance. Make your content interactive and time-sensitive to keep travelers engaged. Customize your visuals based on location, whether in a mall, airport, or stadium.
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Select High-Traffic Locations:
Choose locations that align with your audience’s routines, such as airports for flight promotions or hotels for local tours. Timing is crucial—ensure your ads run during peak hours to maximize visibility.
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Test and Analyze:
Use data and A/B testing to refine your campaigns and see which ads resonate most with your audience. Adjust content, timing, and frequency to optimize engagement and results.
DOOH advertising offers the travel industry a dynamic and highly effective way to engage potential travelers in the real world. With the ability to create memorable, real-time content and target the right audience in high-traffic locations, DOOH can significantly boost brand awareness and drive bookings.
Ready to explore how DOOH advertising can elevate your travel marketing strategy? Book a consultation with a Postmedia expert to learn how to harness the power of this innovative marketing tool.
