Digital Out Of Home advertising also abbreviated as DOOH or sometimes hyphenated as digital-out-of-home refers to a revolutionary digital media expansion to Out Of Home (OOH) advertising. This type of advertising is used in marketing for the purpose of projecting your campaign through captivating the interests of potential customers who mainly spend time away from home, using engaging content placed on digital billboards.
DOOH is available through several platforms, ranging from road billboards, public transport, airport dioramas to miniscule screens fitted in lifts. It is optimized to ensure that engaging content is displayed to people in the public domain with the intention of connecting them to your brand.
DOOH advertising - alternative that compliments conventional TV and Press advertising
With it's unique characteristics, DOOH highly optimizes your brand's recognition for TV and press media campaigns. If you plan on launching an advertising campaign on TV or Press media, DOOH will help you reach potential customers leaving them talking, thus giving your brand recognition before it goes live or when it's actively running. Studies conducted by FEPE International show that DOOH is the most trusted media among consumers.
Through strategic planning, research and geo-targeting, DOOH advertising helps boost your brand across a wider audience using its dynamic interaction, your message accompanies prospective customers as long as they are away from home.
Dynamism of DOOH advertising content
Delivery of DOOH advertising is dynamic. You are offered with choices about how campaigns should be delivered. They include:
- Rich media - comprises of textual, image or other information. According to a research conducted by the Outdoor Advertising Association of America, the National Center for Missing & Exploited Children (NCMEC) partnered with the Amber Network to utilize digital billboards to display more than 850 Amber Alerts since 2008. In a statement, Robert Hoever of the NCMEC Missing Children's Division acknowledged that "The hours immediately following an abduction are critical to law enforcement efforts. The speed and and flexibility of digital billboards make the outdoor advertising medium a vital component of the Amber Alert network."
- Evolution of content happens in real time. This means that your customers will be able to receive alerts on weather and other important updates that are delivered through feeds in real time.
Benefits of DOOH advertising
Digital Out Of Home advertising is beneficial in a number of ways as it goes a long way to deliver your brand's message to potential or interested consumers. These benefits include:
- Economical and doesn't involve production costs that comes with other conventional advertising media such as printing.
- Involves a fast and flexible way to create, post or re-post messages.
- Serves as a platform where emergency information can be relayed in real time.
- Easily adaptable as it provides an avenue for creating campaigns in real time situations depending on time of day.
- Compared to static conventional advertising, DOOH advertising has more impact as it reaches a wider audience within a very short time.
- Environmental friendly since the new technology used to display information is optimized for electricity consumption which further reduces costs.
- Some digital out of home advertising platforms feature touch capabilities which allow prospective customers to interact with your brand's advertisement.
This new and innovative form of advertisement offers advertisers a new channel of communicating with consumers. With its high level of proximity between brands and consumers, its impact is overwhelming since it attracts the attention of both interested and uninterested prospects provided they are away from their homes.
Digital Out Of Home advertising can easily be adapted in any environment, and its use can inevitably enhance your brand's recognition thus unlocking the full potential of your business.
