The trends in DOOH that you need to know about

Categories: Industry|Published On: January 12, 2022|

There has been quite a rise in the Digital out-of-home advertising (DOOH) form of marketing for some time now. The global spending on DOOH as per the reports was about a whopping $6.7bn in the year 2019 and is expected to rise to $15.9bn by the year 2027.

DOOH is a slightly modern form of OOH which is now being used by small, medium and large-scale enterprises alike. Every industry across the world can dominate and mark its presence, thanks to Digital Out-of-Home Advertising, which increases the speed of marketing while also making sure the impact is powerful.

Here are some trends that most marketers are using to make the most of this technology.

Omnichannel with DOOH

With DOOH a business owner does not have to think of different campaign for different digital marketing channels they choose to market the business. Being omnichannel it helps you to integrate the Mobile Technology, Social Media as well as Outdoor displays together. Seamless integration of these communication channels would reduce the investment in time or media buys.

A good example of the advertising campaign that leverages social and DOOH is in the movies. An online advertisement for social media marketing combined with DOOH is what brings movies to people’s notice the most.

Just bring all your communication channels to work in harmony and you will see wonders happening for your brand. Take control of your various communication platforms like movie production companies do. A perfectly done campaign for a movie will make everyone talk about it. There are many examples of how some movies created their presence with full control over their social presence which is nothing but commendable.

Dynamic creative and DOOH

DOOH has its own set of disadvantages as it falls short of being as creative as the other mediums. It is an emerging and developing technology nonetheless. It is just a matter of time that those brands that still prefer to go for the traditional out-of-home today and are hesitant to spend on DOOH warm up to the new tech.

As some reports convey that the chances of a DOOH being witnessed by the audiences are 2.5 times greater than them looking at static out-of-home ads. Still, the awareness of DOOH is a little low. Marketers are unable to harness the full potential of DOOH even today. Research from Virtuo City revealed that using contextually relevant DOOH campaigns increases awareness for campaigns by 18%.

In such cases, what can be done about uplifting the creativity standards for DOOH? Here are some points to help you with it.

A perfect Location

Location is the key factor that determines how successful a DOOH campaign comes out to be. Location for a specific DOOH depends upon the target audience and the time of the day when the audience is available around. Another major trend emerging in DOOH is geotargeting.

Geotargeting is targeting audience based on their geographical location. A technology called Geofencing is being employed which creates an intelligence layer. This layer allows easy action to be taken in a specific area. The area is determined by creating a virtual fence using a geofence-enabled digital signage content management platform.

You might wonder what are the advantages of using such technology? Well, the answer is that geotargeting enables marketers to amplify their reach and target the right audience at the right moment. This can help increase the credibility of the brand, its relevance, and its sales over time.

Weather and DOOH

Weather is probably the only constant that changes so abruptly with time. Using weather conditions to our advantage can also be a smart decision for marketers. It is no doubt that certain products are needed only in certain weather conditions. Since the weather has so much relevance to a brand and its products, using it to one’s advantage, would not be that difficult.

Smirnoff’s Summer Cider welcomed audiences with a contextual digital-out-of-home (DOOH) programmatic campaign that used traffic and weather triggers that made their advertisements visible only when the temperatures rise above 20 degrees in many cities of the UK.

Many food companies can put this to their advantage. They may consider real-time weather updates and display the menu that would be the most appetizing to the customers. Coffees for the mornings and ice-cream popsicles during hot weather, the companies can be as creative as they wish to in such cases.

The American giant, eBay uses outdoor digital signages that display weather-attuned messages. They make excellent use of the UK’s springtime season. Depending upon weather conditions, they spark different ads. For example, ads about rain gear during the rains and ads for gardening products if it is sunny. Cloudiness prompts them to display ads for indoor DIY projects. Hence, their company benefits tremendously using such campaigns.

Using weather data to market campaigns can be an excellent idea concerning DOOH because of the innumerable opportunities it gives to a business.

Use traffic to drive ads

Using traffic to drive ads is an old technique by the book. Marketers are using the opportunity to target the customers at the ideal time. For example, McDonald’s accesses real-time data from Google Traffic API, and using geotargeting alongside, they can target the customers. During rush hour traffic, their digital boards reflect “there is a light at the end of the tunnel’ alongside the logo” which is bound to make the customer go and visit McDonald’s.

Intelligence and creative use of technology is the best way to create a unique place for the brands. Considering the time that people across the world spend on commuting, driving to be precise, using traffic to manipulate ads seems like an excellent strategy to market a business.

DOOH is also being used inside the vehicles. Targeting customers inside their cabs is an idea that is taking shape pretty strongly.

Innovation with the dynamic creative

Marketing is all about constant innovation. Using traffic, weather, creativity to improve the quality of advertisements seems like a plausible idea but many companies are yet to gain access to such intelligent technology. In the meanwhile, what can others do?

Looking at the latest trends and developments, programmatic DOOH is the solution for your marketing requirements. Programmatic DOOH allows users to customize their campaigns and target the prospective customers.

It saves money and helps build a strong and loyal customer base. There are innumerable examples of how physical surroundings can be taken into consideration in building DOOH campaigns.

Research has shown the using DOOH alongside channels other channels of marketing boosts the reach of an ad campaign by as much as 100 percent.

Foodora, an online food delivery app based in Germany used programmatic DOOH to inform the audience of their pick-up option. They used OutMoove technology to target the audience based on weather. For example, if it was rainy, their digital signs would reflect ‘Hey, get delivery’, if it was sunny, people might want to go out and grab their lunch themselves. They also employed time-of-the-day targeting, they build creatives that were launched specifically based on the time of the day. During lunchtime, their boards displayed, ‘back-to-back meetings? Switch to Pickup’. Not just this, they also partnered with certain restaurants and displayed on their screens whichever restaurant was close by their screens. Their major aim was to really target their customers and improve their efficiency.

Another brand called Apotek, a Swedish pharmaceutical brand used a sensor that activated a display on detecting cigarette smoke. A video of a man coughing within an advertisement for nicotine patches would then follow. Hence, they used extreme targeting and utilize physical surroundings to best target their customers.

Of course, there is no limit to innovation, a brand can be as innovative as it wants to utilising any aspect of its environment like geographical, demographic, weather, etc.

In-store digital signage

DOOH has moved from highways and major roads to within the stores too. Stores use digital signage to inform the audiences about exhilarating offers and discounts.  Especially during the festival seasons, DOOH can help convert a potential customer into an actual client by displaying enticing offers.

A study by IAB indicated that shoppers were exposed to outdoor ads in the same half-hour of purchase, which means that if the brand were to target the customer within the store, their returns would significantly improve.

Basically, just like a website collects all the data about who visits their website, other purchases made by them, what time of the day do the specific customers visit their store, and other such data, in-store DOOH can do that too. By collecting such data, they can re-target the customers using outdoor ads, again and again, to ensure customers remember about the brand the next time they wish to make a purchase. Integrating this with the other channels of communication, like social media is like the cherry on the top for a marketeer.

Brands like GroceryTV, Adcorp, and Impax Media have made attempts to create networks of digital monitors across grocery chains to drive customers to the stores. The aim is to embrace the DOOH model and use it for in-store advertising too.

Åhléns, a Scandinavian store use digital signage during Christmas time to allure customers by displaying Christmas-related ads and showcasing special offers and discounts.

Analytics

With data and analytics, anything is possible in the world today. It is now possible to store volumes of data about the customers and using the data to target the right audience at the right time.

With technology, keeping track of who is consuming the content, when are they consuming it, and for how long has become possible. Integrating DOOH with such metrics can reap excellent results for brands. Analyzing campaign performance across channels, automation, creative ad campaigns can produce surprisingly great results for brands.

Conclusion

Hence, DOOH has unlimited offerings, it depends solely on us how we utilize them to our advantage. Companies are taking the right steps in the right direction to integrate location, weather, traffic, time, and data to maximize their returns. Undoubtedly, DOOH is the most promising field of marketing in the world today.

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