What you need to know about DOOH (Digital Out Of Home)
We always recommend using an omni-channel approach for your marketing strategy. Utilizing multiple channels together will always produce the best results. On top of channels like email, paid search, display ads, social, another great branding channel to add to your strategy is Digital out-of-home.
With DOOH, you can get your brand in front of your audience while they are traveling or out and about in their city. This tactic helps to build on your strategy of reaching people where they are.
What is DOOH?
Digital out-of-home advertising refers to any form of media that’s displayed in environments that are viewable to the general public, such as digital billboards, screens found in businesses, shopping malls, and other highly-trafficked locations.
Here are a few types of venues where you can see DOOH ads
- Taxi and Rideshare TVs
- Convenience Stores
- Liquor Stores
- Bus Shelters
- And more!
Why Use Digital Out-Of-Home Advertising?
Digital out-of-home advertising empowers advertisers to create immersive, memorable, and often interactive campaigns.
Benefits of DOOH Advertising
Traditionally, Out-of-home (OOH) has been thought of as a mass awareness channel. However, with advancements in measurement capabilities and programmatic technology, DOOH has changed the way it’s viewed within the broader advertising strategy.
The latest digital signage technologies make DOOH advertising incredibly versatile, connecting with audiences on new screens. Now brands can deliver streaming ads in a bustling transit station, timely and relevant promotions in a shopping center, or high-definition visuals on a digital billboard at a high-traffic intersection.
Know Your Audience
Like any advertising tactic, DOOH is most effective when it’s strategically placed. While digital signage itself can create dynamic, on-brand experiences, advertisers will get the most from these assets by utilizing an omni-channel approach. By implementing an omni-channel strategy advertisers can better serve their buyers and advertisers can engage in more meaningful ways with their audiences. DOOH gives your brand the opportunity to target your audience in a new format while they’re on the way to the store, an event, or at the point of purchase.
DOOH has the ability to be ultra targeted. Campaigns can show one message in the morning, and another in the afternoon, creating a more timely and personalized experience. Not to mention, the ads can appear right when your target consumer is most likely to be around.
When to Use DOOH
Programmatic DOOH enables your brand to target consumers with your desired messaging at specific times of day and at relevant venues. There are many opportunities for brands to be creative with DOOH. From major CPG, down to local advertisers, DOOH has the ability to create delightful experiences for ad viewers.
Brands looking to target motorists can show their message on gas station pumps. And since filling your tank can be a mundane task, this audience is far more likely to engage with the DOOH advertising.
B2B advertisers shouldn't shy away from this tactic either. Attending a conference? Show your ad at the airport when you know attendees are arriving, on elevator screens at conference hotels, and even on screens at the bars and restaurants surrounding the event venue where you know your audience will be spending time outside of the conference.
The opportunities with DOOH are endless.
The most important metric in digital out-of-home is the number of impressions that a screen gets over a given time period. Determining how many impressions a screen gets, however, is a little tricky. With online advertising, one appearance of an ad on one screen is likely to reach one person. DOOH, however, is a one-to-many medium. Several people are likely to be looking at a screen at any given moment, meaning that one play of an ad needs to be counted as several impressions.
Are you interested in adding DOOH advertising to your strategy? We can help you target the right locations for your brand.