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In addition to traditional out-of-home marketing measures such as billboards 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 ads. The high reach and strong flexibility compared to conventional out-of-home advertising measures are among the reasons for the increasing popularity of this advertising medium. In recent years, Digital Out Of Home advertising sales have gone up significantly and many companies are increasingly integrating digital outdoor advertising into their marketing activities.
Digital capabilities have improved greatly, especially in the last two years, and the OOH industry has used the pandemic period to dramatically expand its offerings. And since more people are out and about in public spaces and on the streets again, OOH marketing is booming. Whether large billboards or smaller screens in pharmacies, airports or gas stations, digital Out of Home can be found on every corner and accompanies the cityscape just like park benches and bus stops.
Digital OOH advertising spaces (DOOH for short) offer several advantages over analog variants. Since digital advertising spaces are not occupied by just one advertiser (as is the case with billboard advertising, for example), several companies can share the same location at different times. The costs are therefore lower (than a pure billboard booking) and the use offers significantly more freedom for companies. By playing out content digitally, the planning of marketing campaigns can be kept as up-to-date and agile as possible. As an advertiser, you have the ability to react quickly to trends and, if necessary, even adjust content and reach people on a daily basis. By eliminating external production times (such as printing a poster), content can be changed and published much faster..
In order to make the best use of advertising space and achieve the best possible reach in their target group, it is important to carry out the right targeting. This is not only about choosing the right location, but also the right time of day can play a role. For example, if children are your target audience, the ads should ideally be played out in the morning and afternoon, when children are on their way to and from school.
To perform even better targeting in addition to these location and time factors, more and more advertisers are using data-driven approaches in DOOH. Here, on the one hand, advertising triggers can be defined. These basic conditions (such as the weather, the temperature or the crowd of people) can activate an ad specifically designed for them and play it out at the appropriate moment. This gives you the ability to dynamically approach the target audience in real time and play out content that is as appropriate as possible.
To further expand and improve this approach, OOH providers are working to not only leverage external factors, but also analyze the current environment and the people in it. By connecting to our smartphones, for example, digital ads can also adapt individually to the common interests of the people currently present. In addition, it will also become increasingly possible to provide people who have seen a DOOH ad with retargeting ads on their mobile device afterwards, bridging the gap between outdoor advertising and online marketing.