In addition to classic out-of-home marketing measures such as large-format posters and advertising columns, digital out-of-home advertising media in particular have conquered the market in recent years. Digital Out of Home Marketing (DOOH for short) uses a wide variety of advertising screens in public spaces for digital advertisements. The high reach and strong flexibility compared to conventional out-of-home advertising measures are sometimes reasons for the increasing popularity of the advertising medium. In recent years, Digital Out Of Home advertising revenue has risen significantly and many companies are increasingly integrating digital outdoor advertising into their marketing activities.
Digital opportunities have improved significantly, especially in the last two years, and the OOH industry has used the pandemic period to drastically expand its offerings. And since more people are out and about in public spaces and on the streets again, OOH marketing is booming. Whether it's large billboards or smaller screens in pharmacies, airports or gas stations, digital out of home is everywhere and accompanies the cityscape as well as park benches and bus stops.
Digital out of home is efficient and accessible
The digital OOH advertising spaces (DOOH for short) offer several advantages over the analog variants. Since digital advertising space is not only occupied by one advertiser (such as in poster advertising), several companies can share the same location at different times. The costs are therefore lower (than simply booking a poster) and the use offers significantly more freedom for companies. By digitally displaying content, the planning of marketing campaigns can be kept as up-to-date and agile as possible. As an advertiser, you have the opportunity to react quickly to trends and, if necessary, even adapt content on a daily basis and reach people. By eliminating external production times (such as printing a poster), content can be changed and published much faster.
Data-driven DOOH
In order to make optimal use of advertising space and achieve the best possible reach among your target group, it is important to carry out the right targeting. This is not only about choosing the right location, but the right time of day can also play a role. If, for example, children are your target audience, the ads should ideally be displayed in the morning and afternoon when children are on their way to and from school.
In order to be able to carry out even better targeting in addition to these location and time factors, more and more advertisers are using data-driven approaches in DOOH. On the one hand, advertising triggers can be defined here. These basic requirements (such as the weather, the temperature or the number of people) can activate a specially designed display and play it out at the appropriate moment. This gives you the opportunity to dynamically approach the target group in real time and display content that is as appropriate as possible.
To further expand and improve this approach, OOH providers are working not only to use external factors but also to analyze the current environment and the people within it. By connecting to our smartphones, for example, digital ads can also be individually adapted to the common interests of the people currently present. In addition, it will also be increasingly possible to provide people who have seen a DOOH ad with retargeting ads on their mobile device and to bridge the gap between outdoor advertising and online marketing.