Planning & Buying DOOH Media
Digital Out-of-Home Media: The Amplification Channel
It’s estimated that the average person is exposed to more than 64 hours of promotional messages outside of their home each year, and digital out-of-home media is increasingly a large part of that exposure. Consumers spend on average more than 70% of the day outside of home, according to studies from the Outdoor Advertising Association of America (OAAA). Out-of-home advertising reaches consumers using both traditional and digital media, which includes billboards, transit, cinema, street furniture, and venue-based advertising networks.
PQ Media’s Digital Out-of-Home Exposure Index found the average global consumer was exposed to various forms of digital out-of-home media for 14 minutes per week in 2013, a 75% increase from only 8 minutes in 2007. PQ Media’s forecast calls for digital out-of-home media exposure to increase to 56 minutes per week by 2017, making the medium the second fastest-growing advertising channel worldwide, after mobile, based on average weekly consumer exposure.
Digital out-of-home media is not a replacement for television; instead, marketers should think of the medium as an amplification channel that is complementary to traditional media. Digital out-of-home media is a reach extender, helping advertisers to connect with consumers throughout their day rather than concentrating promotion into a few hours during primetime television. Messaging that combines lifestyle interest with location targeting enables brands to respond to the uniqueness of the moment that the consumer is in with immediacy and relevance—and recapture the attention of an increasing elusive consumer.
Digital out-of-home advertising can be a more cost-effective alternative to television, particularly for hyper-local advertisers who are looking to reach a specific demographic, targeting down to a specific ZIP code radius, and the medium works in tandem with location-based mobile, online and social media platforms.
Top Stories: Media Buying and Planning
- By SMD Editor on September 21, 2016
Dentsu Aegis Network has announced the acquisition of C2C Outdoor, a leading boutique out-of-home agency. C2C Outdoor will join Posterscope US, the Dentsu’s out-of-home specialist agency, and will ultimately transition to operating as Posterscope over the next few months.
- By SMD Editor on September 16, 2016
Route, the audience research body for out-of-home advertising in Great Britain, has renewed and expanded a six-year research project to provide more detailed data to the industry, the renewed research focus comes as more media owners continue to invest in digitization.
- By SMD Editor on September 6, 2016
The number one challenge for brands, media and agencies continues to be measuring or proving ROI, according to a new study released by Millward Brown Digital. The majority of marketers lack confidence in their ability to maintain an understanding of consumer behavior.
- By SMD Editor on August 19, 2016
Will programmatic become the dominant large-scale OOH planning and buying paradigm of the future? Technology impacts our world at an exponential rate.
- By SMD Editor on July 21, 2016
Video advertising impressions now come in many different flavors, and not every metric will apply uniformly across all media. While media convergence has made digital screens omnipresent, it’s important to recognize that just because it’s a screen, not all screens provide the same level of engagement for marketers.
- By SMD Editor on July 18, 2016
The Association of National Advertisers has issued recommendations to help marketers engage with agencies to elevate trust and restore confidence in the client/agency relationships.
- By SMD Editor on June 7, 2016
The Association of National Advertisers (ANA) has found pervasive conflicts of interest, including kickbacks, across the entire media buying ecosystem. Results of the study were released today by the ANA
- By SMD Editor on April 19, 2016
Spending on brand activation marketing in the U.S. rose 5.5 percent in 2015 to more than $560 billion, accounting for almost 60 percent of advertisers’ budgets, according to a just released study by the Association of National Advertisers
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