Do you want an out-of-the-box approach for out-of-home advertising, fellow marketer? Digital out-of-home advertising might be the answer for you.
How does Digital Out Of Home Advertising Work?
As a quick refresher, digital out-of-home (DOOH) refers to a form of advertising that utilizes digital technology to push promotional messages in public spaces, such as stadiums, shopping centers, retail stores, transportation hubs, restaurants, and so on. Through leveraging digital displays such as video, images, weather data, and menus, DOOH advertising allows marketers to connect with their customers through multiple outdoor touchpoints during the day.
What is the difference between DOOH and OOH advertising?
Let’s look at OOH vs DOOH advertising:
- Out Of Home advertising (OOH) refers to “physical” advertising media that is not in digital form. Examples include a traditional billboard or a poster that you would see outdoors.
- Digital Out Of Home advertising (DOOH) is digitalized advertisements that are reflective of a location, weather data, news, and many more.
Benefits of DOOH Advertising
Thanks to the rapid advancement of technology over the years, digital out-of-home advertising has gained popularity among marketers and advertisers due to its ability to reach a large and diverse audience. To help determine if digital out-of-home advertising is right for you, we will explore the benefits of DOOH and how it can help you effectively promote your product/service:
1
Highly Visible
Unlike traditional OOH tactics such as static billboards, DOOH advertising can cut through the clutter of competition. From dynamic videos to interactive displays, DOOH can reach your consumers at scale and quickly grab their attention in public spaces, making your campaign more engaging and memorable. This level of visibility will guarantee to raise awareness of your brand!
2
Real-World Behavior Targeting and Retargeting
Real-world behavioral insights can help marketers boost the effectiveness of their DOOH campaigns – from planning to execution to optimization. For example, location-based targeting uses insights on where your key audiences are going in the physical world to better understand their brand preferences and interest. Why does this matter for DOOH advertising? Marketers can not only improve their own DOOH campaign performance through location-based targeting but also pull location intelligence from their DOOH campaign to identify consumers exposed to it in order to re-target those audiences. Talk about a win-win!
3
Easy To Use
Programmatic technology has greatly improved the capabilities of digital out-of-home (DOOH) advertising, allowing advertisers to unlock its potential. With numerous advanced programmatic DOOH platforms, it is simple to make real-time budget adjustments and tailor campaigns to specific situations and even audience real-world behaviors. The ability to make these adjustments enables your campaign to generate more authentic and impactful connections with your audience as they go about their daily lives.
4
Competes With Phones
Did you know the average American checks their phone at least 96 times per day? So, how can you get someone to look up from their phone? Digital out-of-home advertising can reach a massive audience quickly, since it can be in high-traffic areas such as Times Square. DOOH advertising can also have a strong visual impact due to its size and placement in public spaces.
Marketers can also explore ways to create highly cohesive campaigns when integrating DOOH advertising with other marketing channels. With numerous approaches to create spellbinding, digital-enhanced out-of-home ads, they are effective at ending the endless smartphone scroll.
Digital Out-Of-Home (DOOH) Examples
Between the continuous technological breakthroughs and the constant desire to push creative boundaries, marketers have created imaginative and memorable DOOH advertisements that tapped into their target audience like never before. To provide you inspiration for your potential digital out-of-home campaign, here are a few examples of outstanding DOOH advertisements:
1
Pepsi Max Bus Shelter AR Experience
Pepsi Max Unbelievable Bus Shelter Augmented Reality Digital OOH | Talon OOH
Pepsi Max Unbelievable Bus Shelter Augmented Reality Digital OOH | Talon OOH
To promote Pepsi Max in London, BBDO created a digital out-of-home advertisement that offered commuters an out-of-world experience. By setting up a transparent digital screen with AR technology at a London bus stop, Pepsi Max displayed a promotional video that blended reality with fantasy, surprising and delighting people as they waited for the bus. From laser-shooting robots to fiery asteroids, some unsuspecting commuters jumped out of their seats, encouraging BBDO to record their reactions and share the footage online. The DOOH campaign was a widespread success, gaining over 8 million views on YouTube and increasing Pepsi Max year-on-year sales for the month by 35%.
2
British Airways Interactive Digital Billboard
British Airways – #lookup in Piccadilly Circus #DiscoverBA
British Airways – #lookup in Piccadilly Circus #DiscoverBA
To reignite excitement to fly with British Airways, Ogilvy created a DOOH advertisement that sparked childlike wonder in audiences. The DOOH campaign set up a digital billboard that featured a young child that would point to any British Airways plane flying nearby in real-time. Through leveraging British Airways flight data, the ad not only knew the exact position of nearby planes but also displayed the flight codes and destinations. The mesmerizing DOOH campaign earned British Airways’ dedicated webpage over 43,000 unique visits, as well as gained more than 45 million social media impressions.
3
GroundTruth’s DOOH Creative Ad Examples
GroundTruth works across a variety of verticals: travel, retail, QSR, and more to bring DOOH advertising creatives to life. Our managed services team takes the time to work with your brand to create the ads that capture attention, impressions, and visitations. Have a campaign you’d like to get off the ground? Check out our managed services offerings.
Interactive taxi ad example with a QR code
Interactive bus stop example with a QR code
Interactive billboard example with a QR code
Things to Keep In Mind
Ready to create the next best digital out-of-home campaign? Hold your horses, marketers! Before you pursue digital greatness, here are some things to consider for DOOH advertising:
1
Research
Research is the driving force behind every great marketing campaign, and DOOH advertisements are no exception. You need to conduct extensive research to establish the foundations of your digital out-of-home campaign, such as identifying your target audience, formulating a creative direction, determining the best channels, and selecting the most effective locations (airports, shopping malls, etc.). As mentioned earlier, real-world behaviors can help with each of these. Take for example the location of your DOOH advertising. Using real-world behaviors, marketers can better understand if their target audience frequent a location you are considering, taking the guesswork out of knowing whether you will be reaching your audience.
2
Price
Budget matters when it comes to creating an effective DOOH campaign. The cost of a digital out-of-home advertisement can vary depending on the location, duration, complexity, and frequency of the campaign, so pricing can ultimately determine the feasibility of your DOOH strategy. To avoid potential pricing problems, develop a comprehensive digital out-of-home plan based on current pricing figures to ensure you spend your budget wisely.
3
Audience
From a social media caption to an integrated 360 campaign, your target market is at the heart of everything you do, marketers. DOOH advertisements are no exception. Does it make sense for your brand to invest in a digital billboard near the highway? Would your audience see your interactive screen in a taxi cab? Before launching your dream interactive billboard, make sure you know everything about your audience and that your digital out-of-office advertisement puts them first. Remember, real-world behaviors can help guide you on the best strategy based on where your audiences go in the physical world.
4
Media
So, you’re thinking about an immersive digital menu at your restaurant. Great! Have you considered other media platforms to leverage your DOOH idea? The best digital out-of-home campaigns connect brands with customers across multiple channels to create a unique experience. Don’t limit your DOOH ad to only one touchpoint — get the most out of your campaign through an omnichannel marketing approach in order to drive real business results!
5
Messaging
We can all agree that incorporating cool digital technology, such as interactive content and facial recognition, would be fun to add to a marketing campaign. However, these bells and whistles mean nothing if your ad has the wrong message. A clear and compelling message is essential for capturing your audience’s attention and persuading them to take action. Before crafting your DOOH campaign, make sure you have the necessary data to create engaging and effective messaging.
Is Digital-Out-Of-Home Advertising Right for Your Brand?
As you can see, DOOH advertising can be a dynamic and powerful way to raise awareness of your branding and connect with your target market. If you are interested in creating your DOOH campaign, contact GroundTruth to take your digital out-of-home idea to the next level.
