What is Digital Out-Of-Home Advertising - Digital Signage Solutions
Digital out-of-home advertising (DOOH) is one of the fastest growing and interactive forms of advertising around. Out-of-home advertising is when advertisers reach their audience any time that they are out of their home. This excludes TV advertising and radio advertising, but includes digital signage. VIEWitMEDIA puts the digital display spin on out-of-home advertising, whether that be on billboards, bus stops, drive-thru menu boards, etc.
When done properly, DOOH is the most effective form of advertising. Not only for the purpose of getting viewers’ attention, but also to create interaction with them by displaying dynamic content and creating meaningful relationships.
Have you ever walked through Times Square and noticed yourself in awe at the bright lights and billboards? All of which is Digital content.
Digital out-of-home advertising has the same effect - vibrant, engaging, and captivating. One of the most attractive aspects of digital advertising is the ability to update content in real time. A great example of this was in 2015, Oreo worked with astronomers to measure the exact timing that the moon would be eclipsing the sun, and turned this into a genius interactive digital signage campaign across the UK - an area where the sky is often hidden behind clouds. See video below:
Retail stores began to see the impact of this campaign, as Oreo sales shot up 59% and reach an all-time high in the UK.
Real-time adjustments can be made to the Digital signs to tailor content towards the demographics to whom it will be displayed. For instance - a QSR restaurant may choose to only run coffee ads at bus stops between the hours of 6 AM - 9 AM for the morning commuters who need their daily coffee. During the hours of 11 AM - 2 PM, they may choose to run ads which display lunch items. Point of sale offers another DOOH advertising opportunity for a QSR to upsell - “add a shot of espresso to your coffee for only 99 cents more”. Again, this can be adjusted to suit the audience and time of day.
Should your business eliminate traditional print advertising and switch to digital? The short answer is yes, but it really depends on what your business objectives are. If your business is focused on long-term sustainability and growth, then yes, Digital Signage is the way to go. Not only are the displays more captivating, but the ability to target audiences and measure results is going to help you optimize your advertising dollars which will only promote growth. Bonus: you’ll be reducing your carbon footprint by creating less paper waste.