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The Power of Digital Out of Home (DOOH) Explained

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What is DOOH?

DOOH (Digital Out-Of-Home) media is the term that refers to any digitized display advertising that appears in a public environment. This includes digital billboards, outdoor signage, and networked screens found in even businesses-oriented gatherings areas such as stadiums, malls, and hospitals.

DOOH has been gaining popularity for several reasons. But primarily offer tremendous reach and control to the advertiser while catching the audience’s attention more effectively than static billboards.

In fact, a 2015 study by Nielsen found that 75% of respondents recalled seeing a digital billboard in the month prior, and 82% of those recalled seeing advertising specifically. At a time when traditional advertising is often seen as a nuisance, DOOH could be the novelty that marketers are looking for in the advertising world.

How is DOOH better than OOH

The critical difference between DOOH and OOH is one word. Digital.

OOH or Out Of Home is advertising that also reaches people outside of their homes in public places. But these are either static billboards (with fixed images) or electronic. In contrast, Digital Out Of Home advertising is dynamic.  This means that the content can be changed anytime to any ad or information from a networked computer. Additionally, DOOH allows for personalized advertising based on individuals viewing the displays.

Real-time Messaging 

DOOH offers advertisers the ability to update their messages in near real-time. This means a far greater capability of testing messages in various locations. OOH communication, however, cannot be updated as easily as DOOH ads. Vendors can also offer advertisers and network digital display network owners ad insertion capabilities by implementing client-side or server-side ad integration with third-party or in-house ad servers.

Programmatic Content

Programmatic DOOH advertising works similar to online advertising but for public ad spaces. The advertiser uses a platform and creates their campaign, providing targeting, scheduling, placement details.

Ads are then run on public digital boards that match the advertisers’ requirements, saving tremendous time and effort. This was never possible with OOH advertising and is one of the reasons Programmatic DOOH has quickly become a leading revenue driver for overall advertising. In fact, programmatic buying accounts for 40% of all revenue, netting an estimated $4 billion in 2018.

Dynamic Advertising

DOOH advertisers are only just beginning to explore the range of capabilities they can achieve by combining DOOH content with technological capabilities. For example, by analyzing weather data, DOOH can be programmed to change content depending on whether it’s sunny or raining. They can also be dynamically changed based on unforeseen events. For example, if there are flight delays, restaurants can create offers. Additionally, using image recognition allows ads to switch based on sensing the demographics of the viewers!

Reporting & Analytics

One of the critical benefits of DOOH over OOH is that media buyers pay only for impressions and received detailed reports on the campaigns that they are running.

DOOH campaigns can also generate viewership analytics, similar to online ads. This is very useful to both marketers and network operators. It offers data such as proof-of-play, report scheduled, and any incidents, which allows the advertiser to stay on top of their ad campaign.

Additionally, advanced analytics technology vendors can use this data to help advertisers see real-time operational metrics through model building.

In Conclusion

Given the flexibility over messaging and greater control over targeting and reports, DOOH is becoming central to digital marketing campaigns. And with platforms offering easy purchase of DOOH ads, it’s not surprising to know that Upbeat predicts the DOOH market will see $8.5 billion by 2023.

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