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 August 19, 2015
Gas Station TV has added movie reviews to its pump top network with the addition of Six-Second Reviews, a short form video developer that provides reviews and other related entertainment content.
- By SMD Editor on July 27, 2015
Captivate has added two major office buildings to its media network in Canada and signed a renewal agreement with Cadillac Fairview covering 12 office buildings in Toronto, Vancouver and Calgary.
- By SMD Editor on April 17, 2015
AMI Entertainment’s digital jukebox network will be rebranded as EYE Play and will be represented as part of EYE’s expanding media portfolio of DOOH advertising networks.
- By SMD Editor on April 5, 2015
Searchlight Capital has acquired TouchTunes Interactive Networks, a leading digital out-of-home (DOOH) advertising network. TouchTunes’ network enables brands
- By SMD Editor on August 20, 2014
A new wave of M&A activity has taken hold in the digital place-based (DPB) media space with more than a half dozen deals announced in the last eight months.
- By SMD Editor on August 13, 2014
Gilbarco has announced a partnership with VeriFone Media to expand their digital place-based gas station forecourt network reaching more than 95 million on-the-go consumers each month
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