Digital Out-of-Home Networks by Venue
DOOH Media Reaches On-the-Go Leisure Travelers and Commuters
The widespread use of public transportation along with the proliferation of mobile devices has had a significant impact on consumer behavior, making on-the-go lifestyles more common. Out-of-home advertising (OOH), which includes traditional and digital billboards, transit, and venue-based media reaches consumers during the 70% of the day when they are outside of home, according to the OAAA.
Each day, thousands of leisure travelers and commuters pass through transportation hubs such as airports, railway stations and bus terminals, which are major point of contact for brands to reach on-the-go consumers. Out-of-home media operators have made substantial investments in expanding digital networks across transportation hubs that include mobile, social and interactive capabilities.
According a JCDecaux’s Global Shopper Connection report, 87% of travelers said that advertising helps them to better understand local culture, and as a result they payed special attention to airport advertising when visiting a city for the first time.
Digital out-of-home (DOOH) advertising networks are ideal for reaching on-the-go consumers as they move throughout their entire journey. Studies have shown that when people are outside of the home they tend to be in a more focused and alert mindset, making DOOH media perfect for delivering branded messages. Transit authorities and municipalities gain additional benefits from DOOH media networks that include revenue from transit advertising as well as increased safety and security.
DOOH by Venue: Transportation
- By SMD Editor on April 6, 2017
The Chicago Transit Authority (CTA) is partnering with Intersection to create one of the country’s largest digital advertising networks adding 130 digital out-of-home displays throughout the CTA transit system.
- By SMD Editor on January 6, 2017
JCDecaux Airport has launched a new large format digital out-of-home screen at Heathrow’s T3 that will reach more than 8.8 million arriving passengers each year. The new DOOH screen is the first large-format interior digital site located within Terminal 3.
- By SMD Editor on December 19, 2016
Outfront Media completed the installation of ON Smart Liveboards across 24 additional rail stations in the Washington Metropolitan Area Transit Authority’s (WMATA) metrorail system in Washington, D.C.
- By SMD Editor on November 15, 2016
Clear Channel Airports (CCA) has announced a five-year extension with Austin-Bergstrom International Airport (ABIA), the 34th busiest airport in the U.S. serving more than 12 million passengers annually.
- By SMD Editor on October 27, 2016
JCDecaux has released an updated Global Shoppers Connection study that investigates shopping habits, brand preferences and motivations of upscale global shoppers when traveling abroad. The study expands on the company’s findings from the first survey carried out in 2013.
- By SMD Editor on October 18, 2016
Primesight Ltd, a leading UK out-of-home media operator, has acquired Airport Media Ltd. The acquisition adds London Gatwick and London Luton airports to Primesight’s existing contracts which cover Manchester, Stansted, East Midlands, Bournemouth, Prestwick and Guernsey airports.
- By SMD Editor on September 20, 2016
Outfront Media is gaining significant momentum in the transit media space with two major wins this month. The company has announced that the MBTA has selected Outfront as the advertising representative
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