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 May 9, 2013
JanSport, an outdoor gear brand has launched a hyper-local ad campaign that features a San Francisco-based indie band, the Stone Foxes.
- By SMD Editor on April 20, 2013
Volkswagen’s outdoor advertising campaign for their Golf VII used a large-scale digital out-of-home installation at the Potsdamer Platz’s S-bahn train station in Berlin.
- By SMD Editor on April 14, 2013
Advertisers are increasing their use of experiential marketing to reach on-the-go consumers, but one of the biggest changes in the advertising space is the increased use of place-based digital out-of-home media to help drive consumer engagement.
- By SMD Editor on March 15, 2013
CBS Outdoor’s Digital Urban Panel Advertising Network was awarded top prize in the transportation category at the annual Apex Awards dinner held last night in Las Vegas.
- By SMD Editor on April 5, 2012
Immersive advertising campaigns that include touch screens and gesture-based interactivity have become a reality for advertisers that are looking to engage with consumers on New York’s busy streets.
- By SMD Editor on October 21, 2011
Astral Out-of-Home has announced that it is testing a new outdoor digital signage advertising prototype in front of the Montréal Museum of Fine Arts.
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