New Study Shows Growth Potential of DOOH Media as More Buyers Embrace Channel
UNITED KINGDOM — According to a new industry study published Ocean Outdoor, digital out-of-home (DOOH) continues to outstrip mobile and video on demand as the channel with the greatest growth potential. Trust in digital out-of-home among media agencies has grown thanks to new technologies, such as vehicle recognition capabilities and proof of play reports, media buyers see DOOH media as a reliable, transparent and powerful advertising channel.
Ocean Outdoor’s second annual survey of senior managers in media agencies and specialists assessed the role of DOOH media in the current landscape and identify the impact of new research, data and trading initiatives.
Key findings from the study reveal:
- DOOH media maintains its lead as the advertising channel with the biggest growth potential, scoring 88% compared to mobile (70%) and video on demand (64%) and leading every other media channel.
- DOOH media is perceived as a being more tech savvy (83%) and a better creative channel (83%) compared to mobile (which scoreed 42% for creativity) and online (which scores 47% for creativity)
- Digital out-of-home also scores higher than any other media channel for offering dynamic (94%, up from 83% year-on-year), exciting (70%, up from 69% year-on-year) and modern (87%, up from 82% year-on-year) advertising environments.
- Respondents also said their trust in digital out-of-home as a delivery mechanism had risen by 17% over the year, that sentiment driven by DOOH’s transparency which outperforms every other media channel by 10%.
“Digital out-of-home’s evolution as a sector is driven by data and real time creative opportunities, allowing brands to trade by audiences, dayparts and hyperlocal environments,” said Richard Malton, Marketing Director, Ocean Outdoor. “It is these innovations which are also driving the industry’s positive emotional response to digital out-of-home which is increasingly regarded as a glamorous, powerful and reliable environment for brands.”
Cost and flexibility continue to be issues that DOOH media needs to address, according to survey respondents.
“Over the past 12 months, we’ve made significant advances with custom interfaces, new ecosystems and delivery platforms which are designed to unlock the inherent capabilities DOOH media as a central component to any media plan,” added Malton.
Free Trend Report: Why Location Is the New Currency of Marketing
Finding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.
Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place-based (DPb) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.
Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.
Highlights from Why Location Is the New Currency of Marketing include:
- The Connected Consumer
- Leveraging the Moment
- Multiscreen Campaign Planning
- Amplifying Reach With DOOH Media