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 28, 2014
Kinetic Worldwide, WPP’s out-of-home media planning and buying agency, has announced a senior management restructure following the recent appointment of Global CEO, Mauricio Sabogal.
- By SMD Editor on June 16, 2014
Combining lifestyle interest and location enables brands to respond to the uniqueness of the moment that consumers are currently in with relevancy and immediacy.
- By SMD Editor on March 24, 2014
oOh! Media’s brand activation offering has been expanded with a just announced merger of Driving Edge.
- By SMD Editor on February 12, 2014
A new research study by Lieberman Responds shows that buying cinema advertising with TV ad campaigns increases ad recall. The research was done on behalf of Screenvision, a leading national cinema advertising provider.
- By SMD Editor on October 14, 2013
“You’re doomed,” said Bob Garfield, an advertising and marketing analyst and author of The Chaos Scenario. Mr. Garfield delivered this ominous message to a packed auditorium of marketing, media and advertising executives back in 2009 as the keynote speaker at the Digital Place-based Advertising Association’s 2nd Annual Digital Media…
- By SMD Editor on October 7, 2013
Clear Channel UK has announced the launched of Storm, a new media buying model that provides brands with greater flexibility to customize their campaign engagements.
- By SMD Editor on April 24, 2013
Screenvision has announced changes to its media buying proposition that repositions the national in-cinema advertising company as a scalable alternative going head-to-head with television advertising.
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