Digital-Out-Of-Home Advertising
24 September 2019What is Digital-Out-Of-Home Advertising (DOOH)?
Digital Out of Home (DOOH) is digital media used for marketing purposes outside of the home. The term digital-out-of-home is usually used in relation to advertising based networks. DOOH advertising includes outdoor signage, digital billboards, street furniture and place based signage networks which can be found in malls and other businesses.
Out-of-home advertising (OOH), on the other hand, is the traditional non-digital outdoor advertising. Also known as outdoor media or out-of-home media, out-of-home advertising (OOH) is all about messaging your consumers when they’re in public areas such as while they are waiting at bus stops, commuting to work, and in specific commercial locations.
Where you can expect to find DOOH media:
Movie theaters
Shopping malls and retail outlets
Grocery stores and convenience stores
Bus shelters, train stations, and airports
Medical waiting rooms
Beside major roads
Why is DOOH media important?
According to the Bureau of Labor Statistics, an average American spends approximately 8.74 hours a day outside the home engaging in activities such as work, leisure and sports. That’s about a third of the day not spent in the house. Another third of the day is spent sleeping. This therefore leaves advertisers with only a few hours to connect with their audience through magazines, radio, television and additional digital channels.
Outdoor advertising then allows businesses to convey marketing messages to their target audience when less occupied outside of the home. It’s at this time that most people are receptive to advertising. An example of this would be, when someone is outside waiting for a bus on their morning commute, during which, they are shown eye-catching ads for coffee in their local area.
Digital out of home media is important as it’s measurable, accessible, effective, and less intrusive as compared to other forms or advertising. It allows businesses to stand out and cut through the noise.
Benefits of using Digital-Out-Of-Home media over traditional media
Digital-out-of-home advertising is real and powerful:
In the world dominated by clicks, likes, and page views, digital-out-of-home advertising appears to be a core media. Digital-out-of-home advertising cannot be stopped, skipped, blocked (by ad blockers), or viewed by bots like in online advertising. It’s always there for viewers surrounding them with powerful advertising wherever they live, work, shop, travel, and play.
Digital-out-of-home advertising is real and relevant:
It delivers the right message to the right viewers, at the right place and time. Digital-out-of-home advertising offers contextually relevant advertising going by location, consumer behavior, and demographics.
DOOH inventory can now be bought programmatically:
The DOOH industry has caught up with traditional advertising in that ad space can now be bought programmatically. This has significantly increased the rate at which DOOH ad space can be purchased, saving time and money. Additionally, the race to the bottom pricing structure doesn’t exist in programmatic DOOH as it does in online programmatic. Media Owners can set their CPM floor price themselves and are more in control. Also, as there is less digital display inventory available v.s. online inventory, digital out of home pricing remains at a premium.
DOOH is a cookieless channel:
The third party cookie is on the way out and unlike online advertising, digital-out-of-home does not rely on third party cookie data in order to carry out effective audience targeting. Digital-out-of-home has gained momentum with marketers as it is fueled by other data analysis technologies that can provide anonymous audience composition and behaviour insights. DOOH publishers use a range of non-intrusive and smart technology solutions such as mobile tracking, wifi sniffing and AI computer vision based technologies such as DeepSight to provide network performance data to media buyers. As DOOH is not affected by this new cookie policy, marketers are increasingly turning to DOOH as the trusted and reliable advertising medium that delivers granular insights.
DOOH presents an opportunity to reach the masses
OOH digital signage is often placed in areas where there is large foot traffic. This helps to maximize audience reach and raises content awareness. Within Digital-out-of-home advertising, footfall data, also known as impression data, is becoming increasingly important as it is now the core currency in which DOOH ad space is purchased programmatically. Digital ad space is normally priced per thousand impressions (CPM) that the DOOH display receives. This type of advertising medium has the potential to reach thousands of people at once where they are most likely to engage with it, which makes it a cost effective option against traditional advertising methods. Similar to online ads, dooh campaigns can also utilize audience analysis technologies such as DeepSight to measure audience engagement allowing advertisers to see if they are reaching their targeted audiences.
Digital-Out-Of-Home Advertising and Digital Signage Analytics
The DOOH advertising industry is experiencing a data revolution. Out-of-home advertising was once considered difficult to measure, but now with digital signage analytics, users get granular information about audience engagement, demographics, and it is even possible to analyze viewers sentiment. Using data from connected cars, mobile phones, live footage from camera feeds, and GPS devices, digital signage analytics, provides in-depth information about those exposed to DOOH ads. It is also possible to use analytics to tailor the content to a targeted audience and provide personalized advertising in real-time on digital screens. Most technologies can also all be used in tandem ensuring unlimited audience insights and coverage.
