DOOH: A ground to explore for advertisers?
Published: April 04, 2023
With the streets starting to be crowded with people post-pandemic, marketers started to increasingly incorporate digital out-of-home advertising into their media strategies.
DOOH is any digital advertising display that is visible on the street or in popular gathering places like stadiums and shopping centres, etc.
Things have come a long way from buying billboards and transit shelters. We're noticing a lot more interactive units and distinctive units in various locations. Digitization is how the sector is investing its time.
SVP and head of a US-based advertising agency
With creeping CPMs, an overabundance of advertisers, and data privacy crackdowns, the digital advertising market has become increasingly crowded. Many are reconsidering their Facebook and Instagram advertising in favour of brand awareness strategies.
With the technological advancements, DOOH advertising offers flexibility in terms of media buying and creative, as well as targeting, measurement, and programmatic marketing tools.
The Out of Home Advertising Association of America estimates that OOH ad revenue reached $8.6 billion in 2022, up 20.7% from the previous year.
Companies like the oral care provider Cocofloss, Hero Cosmetics, and Joah Beauty recently began collaborating on DOOH campaigns with Sos, a nationwide network of smart vending machines located in high-traffic public access areas.
Both the beverage company Lemon Perfect and the florist Venus et Fleur have made similar investments. In order to increase brand awareness, they use DOOH through kiosks and other digital screens and are pushing to diversify their media spend beyond performance marketing.
Furthermore, despite the fact that the economic downturn has significantly increased scrutiny on media budgets, DOOH spending is anticipated to continue given the adaptability of DOOH.
Why shouldn’t brands ignore DOOH advertising?
With the incorporation of digital technologies into conventional OOH advertising, DOOH ad space has definitely become lively and even interactive for audiences, as well as effective for brands.
Here are the compelling reasons why we think brands must begin embracing DOOH advertising:
Brands can use DOOH advertising to target specific locations where they think their target audiences are located. It will help advertisers gain real-world behavioural insights about their audiences and better understand their interests and preferences. Besides, they can also pull location intelligence from their campaigns and use it for retargeting purposes. Consequently, they can use those insights to improve the campaign's performance.
Just like in mobile and web-based campaigns, advertisers can do in-flight optimization of DOOH campaigns to drive their efficiency.
Real-time monitoring of DOOH campaigns enables advertisers to carefully monitor the overall progression of a campaign and identify inventory that is overperforming or underdelivering. Correspondingly, advertisers will get to optimize their budgets against the audiences and screens that are driving the best performance post-launch so as to ensure their marketing spend is well invested and not wasted.
Integrated marketing campaigns:
Due to its size and placement, DOOH advertising has a strong visual impact on audiences, so advertisers can explore ways to design DOOH campaigns that are incredibly cohesive with other marketing channels. By doing this, they can create a consistent message across different touchpoints, which leads to an interactive experience for consumers.
Easy to use:
The easy-to-use operating procedure of programmatic DOOH makes it simple for advertisers to unlock its potential. Be it making real-time budget adjustments or tailoring campaigns to specific situations, advertisers can easily handle it to make an impactful connection with audiences. As DOOH can be remotely adjusted to reflect changes in the environment, such as the night/day cycle, weather, and other changes, advertisers can use it to their advantage and improve the engagement rate.
In a nutshell, we believe that DOOH advertising is worth including in the media mix for brands, given the flexibility and potential opportunities it provides. If it is yet to be explored, it is high time for brands to dip their toes into DOOH advertising.
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