The possibilities of DOOH advertising are endless. Not only does this type of marketing highlight brands, it also provides vital insights into their target audiences. DOOH can also be utilized in multiple locations, such as bus shelters, to elevate a brand’s visibility. Using digital screens to display DOOH ads, businesses can easily manage their presence in the public realm. Here are some examples of DOOH advertising. Let’s take a closer look.
The use of feeds will continue to increase as the out-of-home industry embraces digital and video technologies. The future of dynamic content lies in data feeds. As data feeds become the new norm in dynamic DOOH ads, it will become much easier to incorporate them into campaigns. Such content can range from real-time pricing to live video. The power of DOOH lies in its potential to increase a brand’s visibility and reach.
In the UK, DOOH advertising has become the leading form of advertising. With the advent of artificial intelligence, advertisers can refine their targeting options. For example, a company like Innocent Drinks has benefited from dynamic outdoor advertising using audience data. A successful campaign uses programmatic DOOH to create an ad that matches the mood of the target audience. Once the audience has been identified, the creative can be refined to suit the context.
Non-programmatic guaranteed advertising is also available and involves maximum human effort. It requires understanding the needs of the client, negotiating prices and planning insertion orders. Non-programmatic guaranteed advertising is sold at a set CPM rate and inventory is guaranteed for the client. The cost of exposure may require the advertiser to pay a premium price. Despite their similarities, DOOH and programmatic advertising have distinct pricing models and metrics. Nevertheless, both methods offer the opportunity to create highly-targeted campaigns.
The advantages of DOOH advertising are many. It creates awareness, delivers information, and interacts with the audience using personalization. For example, Lancome decided to tackle the gender divide in Portugal by launching the #ShareASmile campaign on International Women’s Day. This campaign saw Lancome’s displays capture smiles from female people and donate a Euro to the local girls’ school. The campaign generated more than €3 million.
Another important benefit of DOOH advertising is the possibility of using it in conjunction with other technologies. For instance, facial recognition technology allows brands to use the content of their ads to match the demographics of onlookers. Weather data, too, can be integrated into campaigns. This gives advertisers an endless range of creative options. Not only is the content more relevant and interesting, it also saves the advertisers money, time, and resources. Once the content is created, the advertising message can be quickly shared across the entire population.
Another advantage of OOH advertising is that it is unskippable, blockable, and cannot be muted or fast-forwarded. People are less likely to block an advertisement on their phone than they are to skip it altogether. This means that OOH advertising can be effective even if the content doesn’t have a unique appeal. If a brand can make use of creative methods and humor, it can have a lasting impact.
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