In the last few years we’ve seen more digital OOH screens come to market, and we can only assume this number to continue growing. A clear sign that DOOH will continue to increase in popularity across the world. The attention it’s getting from some of the largest tech and digital companies in advertising.
Out-of-Home advertising is just about the only traditional media channel that is still growing. This is largely down to the digital transformation of billboards happening globally. Digital is currently a top buzzword in OOH, not only regarding integration of digital and OOH, but also when evaluating about the digitalization of the medium itself.
Engagement with your customer is the key to a successful advertising campaign. And when it comes to interacting with consumers, Digital Out of Home packs a bigger punch than more traditional forms of advertising. It supports for greater flexibility, creativity and opportunity to open a dialogue with consumers.
Utilizing Digital Out of Home to motivate consumer participation
Advertisers are increasingly turning to Digital Out of Home (DOOH) to encourage consumers to interact with their brands. It’s a medium that, by its very nature, creates a multitude of possibilities when it comes to consumer participation.
With its ability to incorporate new technology and offer relevant information to consumers. Alongside, its opportunities for creativity and online integration, DOOH takes the biscuit when it comes to audience participation.
Mobile on the move
Digital advertising (DOOH), which includes mobile, is yet again expected to grow by double-digits (16%) and is set to become the number one media in the next few years. Mobile advertising is also on the rise because advertisers are trying to reach hundreds of millions of smartphone users.
People spend hours a day on their devices, but the question remains: do they want to see advertisements on their phones while they are trying to communicate, search the web, or play a game?
However, when advertisers link OOH with mobile advertising, they do achieve results. In many campaigns, OOH ads prompt people to use their mobile devices to find more information, get a coupon, enter a contest, or make a purchase.
The walls can talk, via smartphones
Mobile and beacon technologies are modifying OOH media, enabling advertisers to engage consumers on the go with timely, appropriate and even personalized ads, messages and offers. Billboards and beacons combine to generate a truly interactive physical environment. And while online advertising is being regarded as disrupting the browsing experience, billboards position themselves as being informative.
With the integration of beacons, OOH goes beyond the physical environment and can connect with their audience via their smartphones. Beacons allow marketers to create geo-targeted profiles of their audience. So they can match their campaign to the most relevant audience and location.
The integration of billboards, smartphones, and beacons creates some virtual tour guide. It helps that these screens are present in major consumer hubs from airports to shopping malls.
OOH complements other media channels
For too long outdoor advertising stagnated because it suffered from a lack of transparency and flexibility. The arrival of digital billboards and online data makes it easier to measure the return-on-ads-spend of OOH campaigns.
People are spending more time out-of-home, but they are always connected. This means digital billboards can offer two levels of engagement. One is communicating a message and another one is influencing immediate action. This can be anything from visiting a website, snapping and sharing for a contest, or even tracking a QR code to receive a digital voucher.
Contact us if you want to know how OOH can become a key part of your marketing mix and help you achieve your business objectives.