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 September 15, 2016
Outfront Media has expanded its partnership with the Washington Metropolitan Area Transit Authority (“WMATA”) with the addition of 14 Metrorail stations across the District of Columbia, Maryland and Virginia.
- By SMD Editor on August 29, 2016
Westfield Brand Ventures has launched a 19 screen digital out-of-home network at New York’s World Trade Center. The screens, one of which is four-stories high and another that’s more than 280 feet long, allow for a wide range of messaging including live video streaming, and can be run concurrently…
- By SMD Editor on June 30, 2016
Clear Channel Airports has signed a 10-year partnership with the Metropolitan Airports Commission for the advertising concession at the Minneapolis-St. Paul International Airport.
- By SMD Editor on April 28, 2016
Primesight has won a five-year contract to provide advertising concessions for the Manchester Airports Group (MAG) beginning in May 2016. The contract was awarded following a competitive pitch and covers MAG’s four UK airports
- By SMD Editor on April 14, 2016
More than three-quarters of travelers say they notice digital advertising at airports, and over one-third of travelers confirmed they’ve also visited a website or used an app to find out more about a product or service they saw advertised inside an airport.
- By SMD Editor on March 17, 2016
Transport for London (TfL) has selected Exterion Media as its new commercial partner for its rail advertising contract begin on October 1, 2016. The newly awarded contract will maximize Transport for London’s revenue
- By SMD Editor on March 16, 2016
The MTA has issued a Request for Proposals for media firms interested in the right to advertise in subways, buses and commuter railroads, including concessions for traditional and digital advertising throughout the entire MTA rail and bus network.
- By SMD Editor on March 11, 2016
The Metropolitan Washington Airports Authority (MWAA) has awarded an eight-year advertising contract to Clear Channel Airports to provide indoor and outdoor display advertising at Washington Dulles International (IAD) and Ronald Reagan Washington National (DCA).
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