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 June 3, 2014
Rockbridge Growth Equity has signed a purchase agreement to acquire Gas Station TV (GSTV), one of the fastest-growing digital place-based (DPb) advertising networks for reaching on-the-go consumers.
- By SMD Editor on April 1, 2014
Captivate Network, a leading digital media company reaching on-the-go business professionals throughout their workday, announced today that it has entered into an agreement to acquire Office Media Network (OMN).
- By SMD Editor on March 18, 2014
Nielsen’s latest audience research study has found that Pharmacy Health Network is an effective way for advertisers to market products to consumers at the point-of-purchase.
- By SMD Editor on January 30, 2014
Cineplex Digital Networks and Tim Hortons have announced the national rollout of TimsTV, soon to be one of the largest digital place-based networks in the Canadian restaurant and retail sectors.
- By SMD Editor on December 18, 2013
oOh! Media has announced that its digital signage network will be expanded across road, retail, fly and digital place-based properties along with additional innovative out-of-home advertising solutions.
- By SMD Editor on September 30, 2013
Captivate Network, known for its vast network of 10,000 office elevator digital signage displays, will be spun out as an independent company, according to its parent company, Gannett.
- By SMD Editor on April 25, 2013
Outcast Media has announced the expansion of its relationship with Nielsen to help advertisers with their digital place-based media buying and planning.
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