Digital Out-of-Home Networks By Venue
Digital Billboards Reach On-the-Go Consumers
Digital billboards provide advertisers with greater flexibility as campaign creative can be updated anytime and customized based on the location. Digitization of traditional billboards has increased across the United States, according to data from the Outdoor Advertising Association of America (OAAA). There are currently more than 164,968 billboard locations across the US, and as of August 2016 only 6700 have been converted to digital.
A study by the OAAA and USA Touchpoints revealed several key facts:
- Out-of-home advertising (OOH), which includes traditional and digital billboards, transit, cinema, street furniture, and venue-based networks reaches consumers during the 70% of the day when they are outside of home.
- Out-of-home amplifies and extends reach for national and local advertisers. When out-of-home is added to a media plan, it can increase reach by 18% for TV and up to 316% for mobile ad campaigns. And 7 out of 10 out-of-home ads are for local businesses.
- Out-of-home is an effective driver of web traffic and social media engagement. More than 50% of all consumers have gone online as a direct result of seeing out-of-home advertising.
Advances in audience measurement are attracting more ad dollars to outdoor advertising. The Traffic Audit Bureau for Media Measurement (TAB), a non-profit organization that developed a proprietary out-of-home ratings system, has made out-of-home measurement accurate, accountable, and comparable to other media channels.
More and more marketers are recognizing the value out-of-home offers and are focusing their attention on the medium. In 2015, advertisers spent $2.96 billion on digital out-of-home advertising in the United States, according to eMarketer, and digital billboards along with venue-based digital signage networks made up more than 40% of the total spend on out-of-home, which is 38% higher than in 2014. By 2018, digital will capture more than 50% of total OOH ad spending in the United States, or approximately $4.08 billion
DOOH by Venue: Digital Billboards
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