The Potential of Digital Out-of-Home

Jan 30, 2019

The Potential of Digital Out-of-Home

Every year, new marketing channels emerge just as others fade from relevance. With each new channel, new opportunities emerge for data collection, targeting, engagement, measurement, and optimization. 

If you downloaded our report predicting the 9 Trends of 2019, you’ll know that digital out-of-home, or DOOH, is sure to be a priority channel for marketers this year. This channel is developing at a rapid speed (market to grow by more than $23BN by 2023), and DOOH ads are 2.5 times more impactful than OOH ones. With mobile data being anonymized and sold, this data can be leveraged to further localize DOOH content and personalize the customer journey—just another step marketers must take to achieve true omnichannel engagement.

So what is digital out-of-home?

DOOH refers to digital media that appears in environments accessible to the public. This includes digital billboards and outdoor signage, as well as networks of screens found in businesses like malls, gyms, movie theaters, airports, and so on.

These displays are not unlike static billboards that have existed for decades. However, since digital displays allow for video, dynamic creative, and interactivity, they are a lot more flexible and engaging. These displays are more likely to capture viewers’ attention, meaning DOOH has far more potential to make an impact.

As DOOH evolves, marketers will have this exciting new channel to deliver campaigns that are both contextually relevant and timely. Since DOOH is by definition specific to location and context, the technology has the opportunity to speak to people with the right message, at the right time in a format that’s dynamic, interactive, and memorable.

DOOH is even more impressive when applied in tandem with other modern technologies. For example, integrate weather data and you can create campaigns that change content depending on whether it’s sunny or raining. Utilize geotargeting and you can deliver ads promoting regional sales at nearby retail locations. There’s endless opportunity for creativity, context and relevance when DOOH is paired with other sensors and software, much of which could not be possible with static displays.

Why should marketers prioritize DOOH?

One of the reasons DOOH is such a valuable marketing channel is its high visibility. Digital displays are often in high-traffic areas, ensuring their content is seen by many people. Further, unlike at-home or online advertising, there is no way for the audience to skip the ad, use an ad-blocker, or change the contents of the screen. This means that when content goes up, it’s going to get its full screentime and is likely to be noticed.

The emerging digital out-of-home market is groundbreaking in its innovative use of technology, but ultimately it’s a modern spin on traditional advertising. Marketers should be excited to leverage this new channel to create engaging and memorable interactions with their customers.

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