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 April 4, 2016
DOOH advertising will grow faster than mobile and Video On Demand (VOD) over the next five years, according to a perception study by Ocean Group. The study polled 204 media professionals
- By SMD Editor on February 12, 2016
In the latest sign that DOOH media has reached a new milestone, the Interactive Advertising Bureau (IAB) has released a Digital Out-of-Home Buyer’s Guide, aimed at helping marketers and agencies understand the opportunities the medium delivers for advertising campaigns.
- By SMD Editor on December 15, 2015
Agency media planners are working harder than ever, according to a survey by Wossname, an online media contact database that helps media agencies find media owner contacts.
- By SMD Editor on December 1, 2015
Fraudulent impressions, infringed content, and malvertising cost the U.S. digital marketing, advertising, and media industry $8.2 billion annually.
- By SMD Editor on October 21, 2015
In an effort to restore confidence to the media-buying supply chain, the Association of National Advertisers (ANA) has selected two independent firms to investigate industry processes and determine if media plans are being compromised.
- By SMD Editor on September 16, 2015
The IAB has revised the Digital Video In-Stream Ad Format Guidelines, an upgrade that will allow digital video ads to render across screens of all sizes. The new guidelines include file submission recommendations that detail “ready-to-serve” files.
- By SMD Editor on September 2, 2015
In a nod to the increasing influence of mobile on the out-of-home marketplace, Kinetic, a global leader in planning and buying out of home media, has announced a strategic hire at Kinetic Aviator, the company’s travel marketing unit.
- By SMD Editor on June 4, 2015
The Interactive Advertising Bureau (IAB) and its Digital Video Center of Excellence today announced the center’s first Board of Advisors comprised of 19 high-level executives from blue-chip brands and leading agencies.
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