Digital out of home advertising (DOOH) is no longer just about static billboards. This dynamic, interactive medium is reshaping the way brands connect with consumers. It addresses the growing demand for authentic, in-person experiences that keep pace with digital advancements and seamlessly integrate into daily life. Let’s explore how data, technology, and creativity are driving this revolution.
What Is Digital Out of Home Advertising?
DOOH advertising is the modernised, digital version of traditional out of home (OOH) advertising. The scale of DOOH digital signage far surpasses the iconic digital billboards of Times Square. Those incorporating digital out of home into their ad campaigns can tap into a vast network of hundreds of thousands of outdoor screens.
Thanks to technological advancements, this medium can deliver very targeted and relevant ads. Advertisers can update digital screens in real-time. This allows them to tailor their dynamic ads to passers-by, location, time of day, and even the weather.
DOOH: Beyond the Billboard
Gone are the days of generic, one-size-fits-all ads. Today’s digital out of home combines the data perks of online advertising with the benefits of traditional OOH. This creates a unique advertising channel tailored to the times:
- Hyper-Personalisation: Imagine an ad that knows your favorite coffee and suggests it on a chilly morning. Some screens, like a handheld scanner at the supermarket, create a personal, direct connection. Reaching specific audiences based on location, demographics, and interests.
- Interactive Experiences: Touchscreens, gesture recognition, and mobile integration allow for direct engagement with ads. Using new technologies like VR, AR, and AI for engaging ads that become memorable experiences.
- Smart City Integration: DOOH becomes a vital part of urban infrastructure. Displaying real-time information alongside advertising.
- Sustainable Solutions: Eco-friendly materials, energy-efficient displays, and a focus on greener solutions are becoming the norm.
Why Choose Digital Out of Home?
Next to the unique elements mentioned above, like enhanced audience targeting and immersive storytelling, DOOH offers other distinct advantages compared to online advertising:
- Measurable Higher ROI and Brand Awareness
Studies show that DOOH outperforms online ads in ROI, driving action from 76% of people viewing them. This makes DOOH more impactful than ads on TV/video (50%), social media (48%) and online (37%) (OAAA).
DOOH enhances brand visibility, drives conversions, and boosts brand trust by 13% with premium placements (Clear Channel). Advanced analytics enable precise campaign tracking and measurement.
- Cuts Through Ad Blindness
Reach engaged audiences at the point of purchase. DOOH stands out in a world of online ad fatigue. It’s trusted and non-intrusive. Think beyond Times Square: screens are everywhere, from in-store scanners, gas stations and shopping malls to bus shelters.
The extended reach doesn’t only relate to location. 55% of Gen Z are drawn to dynamic DOOH content (Clear Channel). Advertisers tend to target this difficult to captivate generation through social media marketing. But the solution might just lie in DOOH.
- Programmatic Digital Out of Home Integration
Leveraging AI and automation, programmatic digital out of home offers control and flexible ad buying, similar to online campaigns. Seamlessly integrate DOOH with other digital channels for a truly unified advertising strategy.
Retail Media and DOOH: A Power Couple
Retail media is experiencing significant growth, seeing double-digit increases. Leveraging shopping data more effectively allows for targeted advertising and personalised experiences.
New screen contacts, like in-store displays and connected devices, expand the opportunities for reaching consumers. Additionally, 3D visualisation enhances product presentation and engagement. As a result, the scale and reach of retail media are rapidly expanding.
Digital out of home advertising aligns perfectly with these trends. Data-driven targeting and programmatic buying let DOOH campaigns reach consumers precisely. This integration offers brands a powerful way to target audiences across multiple touchpoints and maximise advertising impact.
How to Integrate DOOH in Your Marketing Strategy
Brands, retailers, and publishers interested in adding DOOH to their advertising mix can easily integrate tech solutions offered by smart platforms like Adhese:
- Expanded Data Pool. When using personalised screens, benefit from first-party data from brands and retailers to extend reach and power highly targeted DOOH campaigns. All while maintaining data ownership and privacy compliance.
- Programmatic Digital Buying. Automate ad buying for efficient and effective DOOH ad delivery across networks. Programmatic DOOH enhances audience targeting accuracy and boosts advertisers’ ROI.
- Advanced Analytics. Measure campaign performance, analyse demographics, and optimise for better ROI.
Innovative Digital Out of Home Examples
Here are a few examples of inspiring DOOH campaigns where technology meets creativity:
1. GMC Acadia: Personalised Ads for Every Viewer
Imagine walking by a billboard and seeing an ad that feels like it was made just for you. This campaign used facial recognition to tailor ads to specific demographics, showcasing DOOH’s personalisation potential.
2. Pepsi Max: Bus Stops Turned Playgrounds
Pepsi Max transformed London bus stops into interactive windows using context and location. By blending real-life street scenes with eye-catching visuals, they showed how DOOH can create immersive experiences.
3. Aperol Spritz: Weather-Triggered Thirst Quenchers
Aperol Spritz’ summer campaign utilised weather-triggered DOOH ads. The displays only turned on when the temperature reached a certain level. They were strategically placed in high-traffic areas near social hubs just before the weekend. This ensured that they reached their target audience at the perfect time and place.
The Future of DOOH: A Bright Outlook
The DOOH market is growing rapidly thanks to technological advancements and increased advertiser interest. Global DOOH ad spending is predicted to reach $24 billion by 2029. The US leads the way, and the APAC region is the fastest-growing, expected to reach $8.62 billion in 2024 (Statista).
However, many countries still prioritise online advertising. For example, in Belgium, online advertising takes up 37% of ad spend (UMA-UBA 2023). While retail media is expanding, the outdoor advertising industry is digitalising more and more. The number of screen opportunities growing alongside these trends indicates significant potential for both online and outdoor advertising experts.
Key trends driving this growth include:
- Market Expansion: The DOOH market is expanding globally, with regions like APAC and EMEA showing significant potential.
- Technological Advancements: 5G and IoT are enabling more interactive and personalised DOOH experiences.
- Data-Driven Campaigns: AI and data analytics are improving targeting and measurement, making DOOH more effective for advertisers.
Privacy concerns and regulations are a reality in the DOOH industry. But the industry, with its technological advancements, is well-equipped to tackle these challenges. We can look forward to even more innovative and engaging campaigns.