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
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An increasing number of brands are placing greater emphasis on in-house resources, bypassing their agencies of record, according to the ANA’s latest study, Enhancing Client/Agency Relations 2015.
- By SMD Editor on April 20, 2015
The MTA’s On The Go Travel Station Network has been added to Nielsen’s quarterly Place Based Video Report commencing with its Q4 2014 edition. Nielsen’s quarterly report measures
- By SMD Editor on November 30, 2014
Consumers today have far too many content choices available to continue supporting reach and frequency as the primary metrics to buy media, according to Martin Cass, CEO of Assembly and MDC Partners.
- By SMD Editor on November 11, 2014
Programmatic buying has become an essential component of multiscreen advertising strategies though which digital place-based (DPB) media can be bought alongside television, mobile, and online media.
- By SMD Editor on October 21, 2014
A new survey of agency media planners conducted by the Digital Place Based Advertising Association (DPAA) reveals a continuing shift of digital and online budgets into digital place based (DPB) media.
- By SMD Editor on October 7, 2014
More than 70% of agency media buyers and planners say that DPB networks delivers strong audience value for advertisers. The survey conducted by MyersBizNet of 250 advertiser and agency executives
- By SMD Editor on October 2, 2014
Titan’s Transit Network has been added to Nielsen’s quarterly Place-Based Video Report. The latest edition of the report which covers Q2 2014 is distributed to Nielsen’s subscribing clients this week.
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