Digital Out-of-Home Networks by Venue
Outdoor Advertising Delivers Messages That Are Unmissable and Unskippable
Marketers that combine digital out-of-home (DOOH) advertising with location-based mobile reach on-the-go consumers with location relevance that’s unmatched by any other medium. In fact, out-of-home advertising intercepts consumers near the point of purchase better than any other advertising medium, according to the Outdoor Advertising Association of American (OAAA).
Digital out-of-home is playing a more significant role in ad campaigns because it connects with consumers in ways other mediums simply can’t match, according to the IAB. DOOH media enables advertisers to combine interactivity, social connectivity, and location relevant messaging in real-time, reaching consumers at the point of decision with greater authenticity.
Adding DOOH to traditional out-of-home campaigns drives greater ROI for marketers, according to BrandScience. Marketers that proportioned at least 45% of their outdoor budget to DOOH media achieved a greater return on their campaign investment, according to the study. New audience measurement standards are also underway to help make out-of-home advertising comparable to online and mobile.
Advertisers spent $2.96 billion on digital out-of-home advertising in the United States in 2015, according to eMarketer, and digital made up more than 40% of the total spend on out-of-home, which is 38% higher than in 2014. By 2018, digital will capture more than 50% of total OOH ad spending in the United States, or approximately $4.08 billion.
Digital out-of-home is starting to play a larger role in the Internet of Things (IoT), as the medium’s engagement capabilities can increase consumer’s interactions with the world around them using technologies such as Near Field Communication (NFC) to connect with mobile devices and sensors that trigger dynamic content in real-time based on motion detection and weather.
DOOH by Venue: Outdoor
- By SMD Editor on March 22, 2016
The OAAA has released a white paper aimed at demonstrating the value of out-of-home advertising in a world where digital’s effectiveness and trustworthiness has been thrown into question.
- By SMD Editor on March 3, 2016
Outfront Media has extended its partnership with xAd and will begin testing xAd MarketPlace, a new self-service platform for the buying and selling of locations, which according to xAd offers greater transparency.
- By SMD Editor on February 18, 2016
Mayor de Blasio held a press conference today to announce the public launch of LinkNYC. The Mayor was joined by Maya Wiley, Counsel to the Mayor; Anne Roest, DoITT Commissioner and representatives from CityBridge.
- By SMD Editor on February 17, 2016
Intersection, the company behind LinkNYC, has announced that it has selected Al Kelly as President and Chief Executive Officer. Kelly is the former President of American Express, where held he several senior positions over his 23-year career
- By SMD Editor on February 10, 2016
JCDecaux SA has been awarded the bus shelter advertising contract for the Royal Borough of Kensington and Chelsea. The 15 year contract, previously held by Clear Channel,
- By SMD Editor on February 3, 2016
Knowing whether an out-of-home campaign actually resulted in a store visit and ultimately translated into a sale is key to moving more advertising dollars into the medium.
- By SMD Editor on January 14, 2016
New payphone kiosks will be hitting the streets of London thanks to a deal announced by Clear Channel UK to acquire Arqiva’s existing payphone business. According to Clear Channel, the company will launch a major program to replace all of the existing payphone boxes with state-of-the-art kiosks
- By SMD Editor on January 8, 2016
Lamar Advertising has acquired the assets of Clear Channel Outdoor Holdings in five U.S. markets. The markets were purchased for $458.5 million in cash and add more than 5,500 bulletin and poster faces, including 132 digital displays, in these five markets to Lamar’s portfolio.
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