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

Free Trend Report: Why Location Is the New Currency of Marketing

Free Trend Report: Why Location Is the New Currency of MarketingFinding 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

Download your free copy here