‘Digital Out of Home’ (DOOH) is a combination of several screen sizes, shapes, and levels of media interactivity. Starting from signs on taxis and digital billboards, to diverse digital signage at waiting rooms, gyms and airport gates, these different varieties underscore a vital bridge between location and context in relevance as well as favourable recall – critical elements of any credible media campaign.
DOOH advertising began to gain momentum in 2010, when the majority of network inventory was typically sold using a blend of aggregation models and direct sales. This media has seen rapid expansion with US expenditure that went to digital place-based media exceeding $1bn in 2015. It is now being seen to increasingly shift towards programmatic buying.
The Growth of Digital Out of Home
We generally tend to spend plenty of time outside while on-the-go, as we move from one location to the next. Therefore, it doesn’t come as a surprise that the typical global consumer gets exposed to a variety of DOOH Media for about 14 minutes weekly. Investments in this sector are projected to grow by 14.2% between 2011 and 2017.
A blend of smarter screens, dynamic digital video content that is more dynamic and better data are all coming together, which is likely to fuel programmatic media advancements. In the US, consumers spend about 70% of their daily time outside. That factor alone plus the expansion of digital video and outdoor screens will contribute greatly to the programmatic growth in Digitally Place Based media (DPB).
What Benefits does DOOH Bring?
Probably one of the most amazing aspects regarding DOOH advertising is the fact that it’s very hard to avoid. Different from other media like TV, you can’t switch it off or mute it.
More Opportunities for Cross-Platform Targeting
As mobile-based devices get more advanced and universal, the increase of extremely captive digital screens at the home level as well as out of home is growing. Such growth in technology allows the marketer to personalise the experience of the consumer and even facilitate immediate interaction.
Provides Relevant Messages in Critical Locations
New targeting methods and subsets are making the art of being able to reach specific audience groups in desired locations much easier which greatly enhance impact.
Does it have any Disadvantages?
1. Complicated Buying Process
As DOOH is comparatively new, the amount of data available is limited. Consequently, it’s quite challenging for agencies to consistently recommend DOOH advertising to their clients if they lack the vital audience data they can work with.
2. The Challenges of New Media
The majority of media planners generally have limited time and resources to spend as they try to deal with emerging and new media channels, particularly if their current crops of clients have not yet began to demand it.
3. Supply Chain Constraints
Compared to online media which has an endless supply of media providers, DOOH comes with supply constraints. Suppliers or sellers are limited in number.
Emerging Trends in DOOH
Although programmatic buying is increasingly becoming commonplace when it comes to targeting audiences online, it remains a concept that is relatively new for the DOOH media space.
New Techniques of Capturing Data
New measuring data sets are paving the way into new and innovative ways of measuring and capturing attribution in both out of home and experiential media. The exposure of a consumer to these mediums is now verifiable. This effectively improves the confidence of the marketer when it comes to isolating DOOH impact from the other forms of mediums being employed in the cross channel media mix.
DOOH ads to assist in Find Missing Children
Recently, Missing People has begun rolling out programmatic DOOH ads to assist in hunting down missing kids. This charity is greatly leveraging location and travel data to programmatically make use of space in various digital spaces throughout the United Kingdom in efforts at getting people to sign up and join the Child Rescue Alert service.
Currently, in excess of 315,000 people have registered as recipients of targeted Child Rescue Alerts.
The Bottom line
Programmatic has made buying individual ad messages to be more accurate and efficient through the employment of multiple data sets. Ultimately this is going to make it easier for advertising agencies to plan and effectively buy DOOH media on behalf of their clients.
This medium brings proximity and reach to the precise point-of-sale which most advertisers have been seeking. The bottom line is that digital out-of-home media is helping many brands to greatly amplify their message and boost business