What is DOOH Advertising?
DOOH advertising is a type of advertising that uses digital screens to deliver targeted messages to consumers in specific locations. DOOH advertising includes everything from traditional billboards and posters to video displays in elevators, gas pumps, taxi cabs, and more. These ads can be static or they can be interactive and animated. The main purpose of DOOH advertising is to reach consumers when they are outside of their homes and are more likely to be receptive to marketing messages.
One of the benefits of DOOH advertising is that it can be highly targeted. For example, if you own a business that sells winter coats, you might want to target ads for your coats to people who live in areas where it gets cold. Airport displays can be targeted to people who are traveling for business, while grocery store displays can be targeted to people who are looking for healthy food options.
For example, an advertiser may choose to target commuters during rush hour or shoppers at lunchtime. Additionally, DOOH advertising is often more eye-catching than traditional forms of advertising, such as print or radio ads.
In addition, DOOH advertising is often less expensive than traditional forms of advertising, such as television or print ads.
With so many potential applications, DOOH advertising is an increasingly popular way to reach consumers and target your ads to specific locations where you know people will see them.
Benefits of Using DOOH Advertising
There are many benefits of using DOOH advertising.
- Increased reach and engagement: DOOH advertising is an effective way to reach your target audience. It allows businesses to reach a wider audience than traditional forms of advertising. DOOH advertising also offers businesses the ability to target specific demographics, locations, and even times of the day. Unlike traditional forms of out-of-home advertising, which are often ignored or forgotten about by consumers, DOOH ads are impossible to ignore. This increased engagement can lead to more conversions and sales for businesses.
- Greater flexibility: DOOH advertising is highly customizable and can be used to create a variety of different marketing campaigns. It can be adapted to meet the changing needs of your business. It can be used in a variety of real-life applications. For example, businesses can use DOOH ads to promote special offers or discounts at specific locations. Or, they can use DOOH ads to direct customers to their nearest store location.
- Improved ROI: DOOH advertising allows you to track your results and measure your return on investment (ROI).
- Enhance brand awareness: DOOH advertising can help you build brand awareness, and visibility and create brand loyalty.
- DOOH advertising is interactive and engaging.
- DOOH advertising is a cost-effective way to advertise in high-traffic areas.
Getting Started with DOOH Advertising
If you’re thinking about starting with digital out-of-home (DOOH) advertising, here’s what you need to know to get off on the right foot. First, set clear goals for your campaign. Ask yourself what you want to achieve and who you’re trying to reach. Knowing your target audience and where they’re most likely to see your ad, like at a bus stop or a gas station, is crucial.
Next, pick the most suitable DOOH format for your message. Will it be billboards, bus stop shelters, or video walls? The choice should hinge on what will best catch the eye of your intended audience. You’ll also need to select digital signage software to manage your content effectively.
Creating engaging and creative content is another vital step. Your ad should grab attention and reflect your brand’s identity and message clearly. Collaborate with designers, copywriters, and marketers to produce compelling ad content that stands out. Ensure your DOOH ads are relevant to your audience to make a real impact.
Lastly, it’s essential to measure your campaign’s effectiveness. Keep track of your results to see if your ads are hitting their marks and achieving your goals. This will help you make any necessary adjustments to improve future campaigns.
What is programmatic DOOH advertising?
Programmatic DOOH advertising refers to the automated buying and selling of advertising space on digital billboards and screens in public spaces. Programmatic DOOH advertising leverages technology and data to deliver targeted and dynamic ads to specific audiences in real time. It combines the benefits of traditional out-of-home advertising, which reaches consumers outside of their homes, with the targeting capabilities and efficiency of programmatic advertising.
Here’s how programmatic DOOH advertising typically works:
- Inventory Availability: DOOH media owners make their digital advertising inventory available on programmatic platforms. This includes information about screen locations, audience demographics, and available time slots.
- Audience Targeting: Advertisers define their target audience based on various criteria such as demographics, location, time of day, and specific consumer interests.
- Real-time Bidding: Advertisers bid on available DOOH inventory in real time. These bids take into account factors like audience relevance and screen location.
- Ad Serving: Once an ad placement is won through the bidding process, the ad is dynamically served to the selected digital screen or billboard.
- Dynamic Content: Programmatic DOOH allows for dynamic and personalized content delivery. Ads can be tailored based on factors like location, weather conditions, time of day, or even real-time data feeds.
Programmatic DOOH advertising offers several advantages, including increased flexibility, real-time optimization, and the ability to reach specific audiences in high-traffic locations. It enables advertisers to deliver targeted and contextually relevant messages to consumers when they are out of their homes, effectively bridging the gap between online and offline advertising.
What are some of the best practices for creating effective digital out-of-home advertising campaigns?
Businesses should keep the following tips in mind when creating digital out-of-home advertising campaigns:
- Keep it simple: digital out-of-home advertising works best when the message is clear and concise.
- Make it eye-catching: use images and videos to make your ad stand out.
- Use a call to action: include a call to action in your ad to encourage people to take the desired action.
- Test, test, test: be sure to test your ad before it goes live to ensure it is effective.
What’s the best way to measure the success of a DOOH advertising campaign?
There are a few key metrics you should be tracking in order to effectively measure the success of your DOOH ad campaign, including reach, frequency, dwell time, gross rating points (GRPs), ROI impressions served, click-through rate (CTR), and conversion rate.
How to retrieve metrics on your DOOH campaigns
Digital out-of-home advertising provides businesses with the ability to measure the effectiveness of their campaigns. By retrieving metrics, businesses can track how many people saw their ad, how long they viewed it, and what action, if any, they took as a result of seeing the ad.
There are a few different ways to retrieve metrics on digital out-of-home advertising campaigns:
- Use a third-party provider: There are many companies that specialize in providing metrics for digital out-of-home advertising.
- Use an online platform: Many online platforms, such as Google Analytics, provide businesses with the ability to track the performance of their digital out-of-home advertising campaigns.
- Use in-store digital displays: Many digital displays now have the ability to track how many people view the ad and how long they view it.
By retrieving metrics, businesses can track the performance of their digital out-of-home advertising campaigns and make necessary adjustments to ensure they are successful.
Case studies of businesses that have benefited from DOOH advertising
Businesses in a wide range of industries have benefitted from using DOOH advertising.
McDonald’s ran a campaign in NYC that targeted commuting subway riders with advertisements for their breakfast menu items. The campaign was so successful that McDonald’s extended it to other major cities across the country.
Another example comes from the travel industry; Virgin Holidays used DOOH advertising at airports to encourage travelers to book their dream vacations with Virgin Holidays instead of competitors like Expedia or Kayak.
In another example, T-Mobile used DOOH ads in New York City subway stations to increase brand awareness among tech-savvy millennials.
The future of DOOH advertising
The future of DOOH advertising looks bright as more and more businesses are beginning to realize its potential. The global market for DOOH advertising will grow, driven by advances in technology that are making it easier and more cost-effective for businesses to create high-quality DOOH campaigns. The company behind digital out-of-home advertising is constantly innovating and evolving to provide the best possible service to businesses.
So if you’re looking for a new way to reach your target audience, DOOH advertising may be just what you need.
As you can see, there are many benefits to using DOOH advertising. DOOH advertising offers businesses a variety of benefits that make it an attractive option for those looking for new ways to reach their target audiences. The future of DOOH advertising looks bright. As more businesses adopt this form of promotion, we can expect to see even more success stories like the ones highlighted above. Additionally, as technology advances, we can expect data analytics to play an even bigger role in helping businesses understand what type of content performs best on digital displays. This will allow businesses to fine-tune their campaigns for even better results.
If you’re looking for an effective way to reach your target audience, engage them with your message, and track your results, then DOOH advertising is right for you!