Out of home advertising is a broad category that includes any type of advertising that reaches consumers when they are outside of their homes. This can include traditional forms of advertising like billboards and transit ads, as well as newer forms of digital out of home advertising like video walls and digital signage.
Out of home advertising is an effective way to reach consumers when they are on the go and may be more likely to notice your message. This type of advertising can also be targeted to specific locations and demographics, making it a versatile tool for marketers.
The future of out of home advertising is in the digital realm though we’ll likely always have wooden billboards on the side of the highway telling us that there is a McDonald’s at the next exit.
Some Digital Out of Home Scenarios
Imagine that you’re walking out of a subway station, and you see that it’s raining (and you have a 15-minute walk ahead of you). Suddenly you see a large digital screen advertising umbrellas at the south entrance to the subway station. A problem is solved, and both buyer and seller are thrilled.
Digital out of home can be triggered by weather events.
The next day you are taking your daily 10-minute elevator ride downstairs (it seems to stop at every floor at noon). In the elevator is a small screen advertising a new sandwich shop that’s opened around the corner. A captive audience is excited to have something to look at besides the back of someone’s head and another problem is solved.
Digital out of home can be set for specific times of the day.
The next day, you and the kids are in the mall and the digital sign in front of you that’s advertising a body spray suddenly changes to an ad for the Build a Bear store. The cameras in the digital display are able to detect audience demographics, such as age and gender and then present one of several targeted video ads to you and your kids.
Digital out of home advertising can instantly target its audience.
Later that afternoon, after purchasing several bears from the Build a Bear store, you stop and get some gas. While pumping, the screen above the pump starts talking to you about a rewards plan for your gas purchases or lets you know that the gas station is now selling hot pizza.
Digital out of home advertising dynamically fills formerly empty spaces.
Some Key Advantages to Digital Out of Home (DOOH) Advertising
DOOH is unblockable. In addition to their interactive and eye-catching nature, digital screens are unblockable in contrast to so many attempts to get eyes on your marketing copy and images. When the display is compelling and “just there,” it’s easy for your potential customers to just glance at it without any negative thought that they are being pitched something.
DOOH can reach the target audience in real time thus making it more relevant. Like the umbrella story above, targeted and highly relevant advertising is greatly appreciated. A prompt for great coffee and doughnuts at breakfast time or “ready to go” hot pizza right before the game starts is greatly appreciated by the customer who may not only take you up on your offer but also have a higher regard for your brand because you met their need in such a timely fashion.
Opportunities for DOOH are expanding exponentially as the world is wired tighter together, as high speed internet becomes ubiquitous and because retailers of all sizes are seeing the advantages of reaching out to people in the world. Cities are seeing the revenue potential of selling advertising space on public transportation far beyond the billboard on the side of the bus.
Purchasing DOOH advertising is becoming much easier each day as the market is now converting to programmatic DOOH. Programmatic DOOH does not involve humans during the purchasing process. Your company auctions your DOOH advertising through a process called “Demand Side Platform.”
It then communicates to a “Sell Side Platform” that ensures an advertising spot or space for the brand. The speed of this process allows companies to set detailed and precise conditions that will trigger the DOOH advertising slot.
Its location-based advertising is highly effective. Location-based advertising allows you to target ads to individuals based on their current location. This means that you can reach a wider audience with your ads, as people are more likely to see and engage with them when they are relevant to their current situation.
Location-based advertising can be used to drive foot traffic to your business. For example, you can target ads to people who are near your store or office or who have visited similar businesses in the past. This can help to increase sales and customer loyalty.
Location-based advertising can also be used to enhance customer service. For example, you can use it to provide directions to your business or to offer special deals and discounts to people who are nearby.
Location-based advertising can help you to build brand awareness. This is because people who see your ads will associate your business with their current location. As such, they are more likely to remember your brand and to visit your business in the future.
Location-based advertising can help you increase sales. It can drive foot traffic to your store or office and increase the relevance and engagement of your ads.
The bottom line
Digital out of home advertising is a modern and improved version of the traditional types of out of home advertising. It is eye-catching, engaging, timely, gives your brand great exposure, and has not begun to exhaust the possibilities of customer-specific actions.