Digital Out-of-Home Networks by Venue
Digital Out-of-Home Enables Advertisers to Reach Audiences with Greater Precision
Despite media reports of declining viewership, traditional television continues to maintain its ability to reach consumers on a mass scale. Likewise, digital out-of-home networks also have mass reach. In fact, many digital out-of-home networks now have greater reach than television, with the added ability to deliver branded messages with greater precision.
Digital out-of-home campaigns can be hyper-targeted by venue, such as sports facilities and arenas, gas stations, theme parks, movie theaters, medical offices, hospital waiting areas, elevators, restaurants, and college campuses. Digital out-of-home networks may provide a more cost-effective alternative to television, particularly for local advertisers that focus on a targeted radius around a specific location.
For example, gas stations provide a significant point of contact for brands to reach on-the-go consumers as they go about their daily routine. The average service station receives more than 27,000 customer visits each month, and nationwide, nearly 40 million Americans will fill their gas tank each day. The average consumer visits a gas station approximately 5 times per month and spends between 3 and 5 minutes filling their gas tank, according to the National Association of Convenience Stores. In contrast, NCIS, a top rated television show on CBS, pulled in approximately 16.8 million viewers, according to Nielsen.
Time spent by consumers at a location or venue is called “dwell time” and it presents the perfect window of opportunity for brands to connect with consumers.
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