{"id":19216,"date":"2024-07-25T12:00:30","date_gmt":"2024-07-25T16:00:30","guid":{"rendered":"https:\/\/illumin.com\/?p=19216"},"modified":"2024-11-14T14:52:27","modified_gmt":"2024-11-14T19:52:27","slug":"digital-out-of-home-guide","status":"publish","type":"post","link":"https:\/\/illumin.com\/insights\/blog\/digital-out-of-home-guide\/","title":{"rendered":"Digital out-of-home advertising: a quick guide"},"content":{"rendered":"

Curious to learn more about digital out-of-home advertising? Check out our handy guide on how to step up your DOOH game.<\/span><\/i><\/p>\n

If you\u2019ve ever seen any of digital billboards when walking the streets or an LED board at the side of a bus stop that has an advertisement on it, you may wonder how those ads come to be.<\/span><\/p>\n

Out-of-home advertising or OOH has been around for decades. However, with the incorporation of AI technology, DOOH advertising has become even more effective in targeting consumers and delivering relevant messages.\u00a0<\/span><\/p>\n

In this day and age, going digital in the marketing world is the norm. But how does one take their advertising to the next level through digital? Today, we look at one of today\u2019s biggest trends in digital marketing: <\/span>digital out-of-home<\/b>.<\/span><\/p>\n

What is digital out-of-home?<\/h2>\n

Out-of-home advertising or OOH advertising<\/span><\/a> is a form of advertising targeted at consumers outside their homes – pretty simple huh?. Any ad that is not on your phone, a magazine, or computer\u00a0 (such as those that you see on park benches, billboards, or signage) is some type of OOH ad.\u00a0<\/span><\/p>\n

It can also be a signage at a bus shelter, a poster in a public space, or a digital display in an airport or subway. This out-of-home advertising lets brands reach a wide range of target customers with minimal effort.\u00a0<\/span><\/p>\n

More specifically, <\/span>digital out-of-home advertising (DOOH)<\/span><\/a> is digital media run outside the home. In other words, it is digital media that appears in public<\/span>.<\/span> They can be found on digital billboards in malls, airports, transit stations, and highways. They are great for reaching geo or venue-targeted audiences using highly visual creatives.<\/span><\/p>\n

It is also sometimes a form of <\/span>programmatic advertising<\/span><\/a> that utilizes digital displays placed in high-traffic areas to reach a wide audience. Programmatic DOOH allows for the automated buying and selling of digital signage, billboards, and screens. All decisions are data-driven and based on machine learning to target, place, deliver, or measure ads out of home.\u00a0<\/span><\/p>\n

Why invest in DOOH?<\/h2>\n

There are a lot of benefits and purposes for implementing DOOH in one\u2019s marketing strategies.\u00a0<\/span><\/p>\n

Digital out-of-home advertising<\/span><\/a> is a powerful tool that lets businesses reach the right <\/span>target audience<\/span><\/a> with tailored messages. In a nutshell, DOOH reduces complexity, increases campaign reach, and grows brand awareness. It also helps create grassroots awareness and delivers the messaging when the audience is technically offline. DOOH can also help increase footfall and overall in-store traffic.\u00a0<\/span><\/p>\n

With digital OOH advertising, you can even target specific audiences with tailored messages that help increase brand recognition and customer loyalty. Some campaigns can change material on the fly depending on outside circumstances (such as the weather, time of day, local news, and other factors).\u00a0<\/span><\/p>\n

One can even use some booming and innovative DOOH advertising trends such as <\/span>location intelligence mapping<\/span><\/a> and <\/span>augmented reality<\/span><\/a> experiences. These forms take OOH to the next level with eye-catching visuals and create an immersive experience for potential customers. In addition, businesses can use location intelligence mapping to better understand consumer behavior and create more effective campaigns.\u00a0<\/span><\/p>\n

Global digital out-of-home market is projected to reach <\/span>$58.7 billion USD<\/span><\/a> by 2031. As well, a study from the <\/span>Out of Home Advertising Association (OAAA)<\/span><\/a> finds that 76% of recent DOOH viewers took action (such as watching a video, visiting a restaurant or store, or purchasing in-store) after seeing a DOOH ad.\u00a0<\/span><\/p>\n

This suggests that DOOH advertising can lead to higher audience engagement and return on investment. It also suggests that there are more investments and value given towards DOOH both from the consumers\u2019 and marketers\u2019 side.<\/span><\/p>\n

Forms of DOOH<\/h2>\n

As mentioned, DOOH ads can appear in various forms and places. Almost anywhere can be a location through which DOOH ads can be displayed. Here are some examples and types of common and major DOOH advertising.<\/span><\/p>\n

Billboard advertising<\/h3>\n

Billboard advertising is one of the most popular and effective forms of DOOH advertising. Digital billboards are potentially seen by thousands of people every day who are driving or walking in high-traffic areas where they appear. Hence why the presence of digital billboards are growing everywhere. DOOH billboard ads can be static or moving images. <\/span><\/p>\n

\"Times
Dozens of digital billboards displayed in Times Square, New York City<\/figcaption><\/figure>\n

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Transit advertising<\/h3>\n

This type of DOOH involves placing digital ads in public transportation vehicles and other street-level public transit spaces. They can be located inside a subway train or a taxi, a train station or an airport, a bus stop shed, or even at an elevator. This type of practice is effective especially when you want to target passersby and people from all types of demographics. It is also flexible such that your campaign can literally be moving (in the case of public transit vehicles), increasing the reach and visibility of your ads.<\/span><\/p>\n

\"Elevator
Digital out-of-home advertising can be found in elevators as well<\/figcaption><\/figure>\n

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Retail space advertising<\/h3>\n

Another common location where DOOH ads can be found are in retail stores and other public recreational spaces such as shopping malls, supermarkets, gymnasiums, bars and restaurants, gas stations, and more.\u00a0<\/span><\/p>\n

They are typically digital signages displayed on kiosks or LED stands or they can be ads that you see as in-aisle displays when you are shopping at a convenience store. It can also be a point-of-sale digital signage when you are checking out your items at a big box store or a supermarket or at an ATM machine.<\/span><\/p>\n

\"ATM
DOOH ads can also appear at an ATM machine<\/figcaption><\/figure>\n

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These types of DOOH ads typically deliver relevant messaging to passersby depending on the location of the digital ad. For example, a boutique advertising in the same shopping mall where their store can be located or a milk company advertising in a supermarket.\u00a0<\/span><\/p>\n

Location intelligence mapping<\/h3>\n

As mentioned earlier, location intelligence and <\/span>geotargeting<\/span><\/a> can be a good driver of effective DOOH advertising.\u00a0<\/span><\/p>\n

Location intelligence<\/span><\/a> is an invaluable tool that lets us unravel a wealth of information by visualizing and analyzing geospatial data. By seamlessly layering various location-specific data sets onto a smart map or dashboard (including demographics, traffic patterns, environmental factors, economic indicators, and weather conditions), we can gain unique and actionable insights.<\/span><\/p>\n

With a location intelligence platform, DOOH advertisers can conveniently arrange their audience metrics and campaign results into <\/span>comprehensive maps that offer valuable insights<\/span><\/a>. The visual representation aids in understanding the coverage and impact, allowing users to assess campaign performance within specific target groups and locations with clarity.<\/span><\/p>\n

Augmented reality (AR) advertising<\/h3>\n

The integration of augmented reality to deliver out-of-home ads has been a game changer for marketers everywhere.\u00a0<\/span><\/p>\n

Augmented reality (AR)<\/span><\/a> refers to technology that enhances the real-world environment by overlaying digital visual elements, sounds, and other sensory stimuli through holographic technology. AR combines digital and physical worlds, enables real-time interactions, and accurately identifies virtual and real objects in 3D.<\/span><\/p>\n

Using AR in your DOOH campaigns results in a much more engaging, immersive and memorable experience for those who are seeing your campaign. It makes for a greater brand recall and overall, better return on investment.\u00a0<\/span><\/p>\n