We have seen how impactful outdoor advertising can be, that is why advertising agencies and brands have been putting in so much money into billboards, hoarding, posters and other forms of outdoor advertising for the past years.
With the increasing technology and digital marketing advancements, we can see the new forms of Out-of-Home Advertising emerging. These new forms are more engaging and help retain the attention span of viewers.
What is Out-of-Home (OOH) Advertising?
Out-of-Home Advertising is also known as offline advertising or outdoor advertising. It does not work with the help of any digital or programmatic source. It is used by brands to advertise their products to the audiences in public places such as stations, roads, highways. They’re used at commercial places as well as at places with constant audience presence too.
The rising use and influence of social media and technological innovations have transformed the way people are using OOH. It has developed to be DOOH ie. Digital Out-of-Home Advertising in recent years.
What is Digital Out-of-Home (DOOH) Advertising?
Digital Out-of-Home Advertising refers to the integration of digitalization and OOH Advertising which has already started dominating the traditional advertising methods.
The reason DOOH is doing so well in the market is that it is interactive and engaging for the viewers. It is powered by digital channels and elements that make them more vibrant and attractive to viewers.
Why choose DOOH over OOH?
Technology is something everybody is aware of, it is used to make things easier or happening for the people to enjoy. Similarly, adding technology to traditional advertising has helped to make it more interactive and enhance creativity.
OOH Advertising required a lot of human effort for implementation and was quite boring as compared to DOOH. On the other hand, DOOH has so much more to offer. It lets you track, monitor, modify and manage the content you want to show on the digital boards. You can also personalize your content with DOOH, which is what the viewers appreciate nowadays.
DOOH meets all the requirements of the current market situation due to which DOOH is ruling over OOH.
Here are some cool future trends of DOOH that you can use:
DOOH is on the boom at the moment and is expanding every day. The biggest support for this is the falling prices of LEDs and LCDs display technology, which has made DOOH a more accessible way of marketing.
If we look around the world, from New York to Hong Kong, cities are providing better opportunities to advertise your brand and products. We can see large screen spaces and new formats in city centers that are way more attractive and engaging.
We recommend you to definitely buy more networks. Consider buying premium screen spaces and make sure to display high quality and stand-out content for better results and higher action.
The evolution of technology is taking connectivity to a whole new level. It is facilitating the creation of relevant and new methods of communication which is allowing access to larger quantities of data. It is enabling DOOH to integrate with other platforms such as mobile phones.
Mobile phones and DOOH can work together if linked correctly. These two technologies equally complement each other and you can take advantage of this by integrating them. For example, Ocean’s NHS Blood Campaign did a great job of integrating a mobile app with their campaign. They asked viewers to support the cause by filling a virtual blood bag. You can integrate DOOH with social media using social media wall displays and leverage the power of UGC for marketing!!
As DOOH is proliferating, it is becoming a development tactic for cities on the way to turn to smart cities. We can already have cities installing smart, WiFi-equipped DOOH screens at prime technological locations. These screens are being used for super-fast WiFi, device charging and accessing local maps and other prime locations in cities such as New York. These DOOH screens are also being used for event ticket selling in cities such as Paris.
The main motive here is to make your DOOH screens useful for smart cities. The passers-by should actually find them useful and access them for their uses. Give advertisers a reason to install these DOOH screens and collect data from the people that engage with them.
We can see how recognition technology has advanced over the years, from gender recognition, gaze-tracking to vehicle recognition, it is capable to recognize all of it. This helps in a more precise targeting of consumers. For example, a campaign by Renault classified drivers from their number plates and advertised based on their car models.
We are not far from the day when technology will be advanced enough to detect emotions and serve advertisements according to people’s moods. It is already present on a small scale, Xbox and we hope it will be executed on a larger scale soon.
When we think about the long term, gathering impersonal data and providing personalized advertising can get you no harm. It will instead help you understand your users in a better manner.
DOOH Advertising can prove to be a valuable asset to brands with its ability to interact and engage with people. It can provide brands with expanded exposure, higher revenue, and increased brand awareness.
You can still explore more and come across some unfound and incredible DOOH techniques, there are endless opportunities to witness and implement. Take your brand on the road to success with effective DOOH as soon as possible.
Carol is an enthusiastic content curator with a zeal to write anything and everything about social media marketing and related domains. Follow her writeups here and do comment what you feel about them!