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 March 8, 2016
JCDecaux has been awarded a 10-year advertising and sponsorship contract to provide services at Dallas Fort Worth International Airport.
- By SMD Editor on February 23, 2016
Intersection has been awarded a contract by the Dallas Area Rapid Transit (DART) authority for the rights to sell and manage transit advertising on the agency’s bus and light rail system.
- By SMD Editor on January 5, 2016
Bus shelters across the London Borough of Tower Hamlets will receive a major upgrade that includes DOOH screens and mobile interactivity, according to Clear Channel UK.
- By SMD Editor on November 19, 2015
The City of Philadelphia unveiled the first of 600 new, modern transit shelters to be built citywide in partnership with Intersection, a technology and media company that won the competitive bid to do the project.
- By SMD Editor on November 11, 2015
oOh! Media has expanded its Collect and Connect network, a digital out-of-home advertising network that reaches travelers at airport baggage carousels across Sydney, Melbourne, Brisbane and Perth.
- By SMD Editor on October 16, 2015
New York City’s Taxi and Limousine Commission has announced a new pilot program that will remove Taxi TV and replace it with technology that consolidates the taximeter, credit card processing and data collection into fewer physical devices.
- By SMD Editor on September 28, 2015
MTA NYC Transit will install 180 additional On The Go Travel Station kiosks, expanding its interactive subway station network from 145 to 325 kiosks across New York City’s subway system.
- By SMD Editor on September 26, 2015
Intersection has announced a pilot to test beacon technology in select Massachusetts Bay Transportation Authority (MBTA) rail stations in the city of Boston. The pilot will utilize a secure, closed network of Gimbal Bluetooth Smart beacons
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