Digital Out-of-Home Networks by Venue
Digital Out-of-Home Advertising Networks are Location-based Engagement Platforms
Digital out-of-home provides marketers with unique opportunities to think outside the box. Digital out-of-home advertising networks are location-based businesses, every screen can be targeted as each screen has a unique IP address. The ability to target individual screens enables marketers to reach consumers on a granular level.
Digital out-of-home campaigns can be made even more effective when used in tandem with location-based mobile platforms. The medium has the ability to stimulate interest and spark curiosity when creative campaigns combine rich multimedia with interactivity and location relevance. DOOH media can display full motion video along with dynamic real-time messaging, touchscreen interactivity, gesture recognition, and mobile connectivity—all while connecting your brand’s message to location. Case studies have demonstrated the medium’s ability to increase online traffic and social media interactions when digital out-of-home advertising networks are added to multi-screen ad campaigns.
Examples of digital out-of-home venues include transportation hubs such as airports, railway and bus terminals. Major corporations have deployed digital screen networks as an effective way to communicate with employees at call centers, manufacturing facilities, and distribution hubs. Place-based corporate advertising networks now reach on-the-go professionals at office building lobbies and elevators. Hospitality, entertainment and sports venue operators have adopted the technology at hotels, spas, fast-casual restaurants, movie theaters, stadiums and arenas. Retailers, which include in-store networks and shopping centers, are influencing purchasing decisions by placing networked digital out-of-home screens in aisles and checkouts. And specialized DOOH media networks are popping up in doctor and dentist’s offices, hospital waiting areas, gas stations, beauty salons, and college campuses.
DOOH by Venue: Targeted Venues
- By SMD Editor on April 12, 2017
Gas Station TV (GSTV) and Verifone have announced a 50-50 joint venture that combines the assets and operations of Verifone’s Pump Media division with GSTV.
- By SMD Editor on March 29, 2017
AllOver Media, one of the largest alternative out-of-home advertising platform in the United States, has unveiled a digital gas pump network at 100 locations.
- By SMD Editor on November 16, 2016
ContextMedia has announced that it will acquire AccentHealth in an all-cash purchase. According to ContextMedia, the acquisition will position the company as the largest healthcare decision platform at the point of care in the United States
- By SMD Editor on October 12, 2016
oOh! Media Limited has entered into an agreement to acquire Executive Channel International Pty Ltd (ECN) for $68.5 million through oOh!’s wholly owned subsidiary, Inlink Group Pty Ltd.
- By SMD Editor on July 6, 2016
Val Morgan Outdoor (VMO) has acquired Active Media Group (AMG). AMG will immediately merge into the VMO portfolio and become known as VMO Active. VMO operates networks in shopping centers, petrol stations, office towers and now health and fitness environments.
- By SMD Editor on June 14, 2016
Pattison Onestop has expanded its Digital Office Network portfolio by acquiring 13 prominent office properties managed by GWL Realty Advisors Inc. The properties were previously part of Captivate’s portfolio and are located in Toronto, Calgary and Vancouver.
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