In today’s fast-paced, technology-driven world, advertising has evolved beyond traditional billboards and magazine spreads. Enter digital out of home (DOOH) advertising, a flourishing industry that leverages cutting-edge technology to deliver targeted ads to audiences on-the-go.
From interactive billboards to digital signage in airports, major providers are constantly investing in new innovations to capture attention and drive engagement. Resilient to ad blockers and armed with creative possibilities, DOOH offers an exciting new frontier for advertisers.
However, pricing and measurement challenges remain, calling for inventive solutions like facial recognition and programmatic technology. The oversupply of inventory also leads to underselling, but programmatic DOOH holds promise for automation and fair bidding.
With eye-catching formats like augmented reality and holograms on the rise, it’s clear that the world of DOOH advertising is bursting with potential. The key to success lies in understanding the benefits and embracing standardization.
digital out of home
Digital Out of Home (DOOH) refers to the practice of using technology to deliver targeted and dynamic advertisements in outdoor environments. This growing industry involves major Out of Home (OOH) providers investing in new technology to transition from traditional OOH to DOOH.
By harnessing technology, DOOH offers several advantages, such as resilience to ad blockers and the ability to capture attention through creativity. However, DOOH media is priced differently from online ads, and measuring viewability is more challenging.
To enhance targeting capabilities, facial recognition technology is being considered to identify the gender of viewers. Despite the potential benefits, demand for DOOH media currently lags behind supply, leading to underselling and underpricing.
To address this, programmatic technology is being explored to improve DOOH targeting. DOOH allows for contextual and targeted campaigns, such as displaying directions to bike-sharing stations or live content during sports events.
Moreover, DOOH offers greater cost and operational efficiencies while connecting outdoor advertising to the online realm. Analytical dashboards and individual smartphone data correlation are catching up in DOOH, bridging the gap between digital ads and outdoor advertising.
Video ads in DOOH, with their engaging and attention-grabbing nature, prove to be more effective. In addition, emerging formats like Augmented Reality and Holograms are becoming critical to the success of DOOH campaigns.
Programmatic DOOH further enhances efficiency by enabling automated ad inventory buying and optimization on-the-fly. Real-time bidding eliminates brokers and promotes fair bidding on ad spaces.
Ultimately, the adoption of DOOH depends on understanding the benefits of programmatic trading and the standardization of measures and metrics.
Key Points:
- DOOH refers to using technology for targeted outdoor advertisements, with major OOH providers investing in new technology for this transition.
- DOOH offers advantages like resilience to ad blockers and the ability to capture attention through creativity.
- Facial recognition technology is being considered to enhance targeting capabilities by identifying the gender of viewers.
- Demand for DOOH media currently lags behind supply, leading to underselling and underpricing.
- Programmatic technology is being explored to improve DOOH targeting, allowing for contextual and targeted campaigns.
- Video ads, augmented reality, and holograms are becoming critical to the success of DOOH campaigns.
Sources
https://www.spiceworks.com/marketing/programmatic-advertising/articles/what-is-digital-out-of-home-dooh/
https://clearcode.cc/blog/what-is-digital-out-of-home-dooh/
https://www.intel.com/content/www/us/en/internet-of-things/iot-solutions/digital-signage/dooh.html
https://broadsign.com/blog/what-is-dooh-media
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💡 Pro Tips:
1. Utilize programmatic technology for DOOH targeting: Programmatic technology can improve the efficiency and effectiveness of DOOH advertising by allowing for the automation of ad inventory buying and on-the-fly optimization.
2. Take advantage of video ads in DOOH: Video ads are more engaging and effective in grabbing attention. Incorporating video content can help your DOOH campaign stand out and captivate your audience.
3. Explore new formats like Augmented Reality and Holograms: As DOOH continues to evolve, incorporating cutting-edge technologies like AR and holograms can enhance the impact and success of your campaigns.
4. Consider real-time bidding for fair ad space competition: Real-time bidding eliminates the need for brokers and enables fair bidding on ad spaces. This can lead to more efficient and transparent transactions in the DOOH industry.
5. Education and standardization are key for DOOH adoption: Understanding the benefits of programmatic trading and establishing standardized measures and metrics are vital for the widespread adoption of DOOH advertising.
Transition From Traditional OOH To DOOH
The advertising industry has seen a significant shift in recent years, with the rise of digital out of home (DOOH) advertising. This growing industry utilizes technology to offer targeted and dynamic ads to viewers in public spaces.
Major out of home (OOH) providers are investing in new technology to transition from traditional OOH to DOOH. This transition allows advertisers to leverage data and creativity to connect with consumers in more impactful ways.
With the advancements in technology, DOOH offers numerous advantages over traditional OOH advertising. One of the most significant advantages is its resilience to ad blockers.
Unlike online ads, which can easily be blocked by ad-blocking software, DOOH ads cannot be ignored or skipped. They are displayed on digital screens in public spaces, capturing the attention of passersby.
Additionally, DOOH ads have the ability to capture attention through creativity. The dynamic and visually engaging nature of digital screens allows for more impactful and memorable campaigns.
Resilience To Ad Blockers And Creative Attention-Grabbing
Traditional forms of advertising, such as print and television, have been affected by the widespread use of ad blockers. These software tools block or filter out ads, making it difficult for advertisers to reach their target audience.
In contrast, DOOH advertising is immune to ad blockers. The ads are displayed on digital screens in public spaces, ensuring maximum visibility and reach.
The dynamic and visually engaging nature of DOOH ads also allows advertisers to grab the attention of viewers in creative ways. With the ability to display moving images, animations, and interactive content, DOOH ads have the potential to create a lasting impact on consumers.
By leveraging creative and eye-catching content, advertisers can ensure that their message is not only seen but remembered.
Pricing And Measuring Viewability Of DOOH
One of the challenges faced by advertisers in the DOOH industry is the pricing and measuring of viewability. Unlike online ads, which can be easily measured for viewability using tools such as viewability measurement platforms, DOOH media presents a unique challenge.
The pricing of DOOH media is often based on factors such as location, screen size, and audience demographics. This makes it difficult to compare the pricing of DOOH media with online ads.
Furthermore, measuring the viewability of DOOH ads is more challenging compared to online ads. While online ads can be measured for viewability through metrics such as impressions and click-through rates, DOOH ads rely on footfall data and audience estimation.
However, advancements in technology, such as facial recognition, are being considered as a way to identify the gender of viewers, which could potentially provide more accurate measurements of viewability.
Using Facial Recognition For Gender Identification
Facial recognition technology is one of the emerging trends in the DOOH industry. Advertisers are exploring the use of facial recognition as a way to identify the gender of viewers.
This technology can help advertisers target their ads more effectively by tailoring the content to specific demographics. For example, a skincare brand could display an ad targeted at women when it detects a female viewer, increasing the probability of engagement and conversion.
While the use of facial recognition technology raises concerns about privacy and ethics, it presents an opportunity for advertisers to deliver more personalized and targeted campaigns. By leveraging this technology, advertisers can create ads that resonate with viewers on a deeper level, ultimately driving better results.
Supply And Demand Challenges In DOOH Media
The DOOH industry is currently facing a challenge of supply and demand imbalance. The demand for DOOH media is lower than the available supply, leading to underselling and underpricing of ad spaces.
This is partly due to the rapid growth of DOOH networks, resulting in an abundance of available ad inventory. As a result, advertisers have the upper hand and can negotiate lower prices for their campaigns.
To address this challenge, the industry is exploring programmatic technology for DOOH targeting. Programmatic advertising allows for the automated buying and selling of ad inventory in real-time.
By leveraging programmatic technology, advertisers can optimize campaigns on-the-fly, ensuring that their ads are shown to the right audience at the right time. This approach not only improves targeting efficiency but also increases the value of DOOH media, leading to a more balanced supply and demand ecosystem.
Exploring Programmatic Technology For DOOH Targeting
Programmatic technology is revolutionizing the advertising industry, and DOOH is no exception. By adopting programmatic technology, advertisers can automate the buying and optimization of ad inventory.
This eliminates the need for manual negotiations and allows for real-time bidding on ad spaces.
Real-time bidding in DOOH eliminates the need for brokers and intermediaries, creating a fair and transparent auction-based system. Advertisers can bid directly on available ad spaces, ensuring that the price reflects the true value of the inventory.
Contextual And Targeted Campaigns In DOOH
DOOH advertising provides opportunities for contextual and targeted campaigns. With the ability to display dynamic content, advertisers can tailor their ads based on various factors such as location, time of day, weather conditions, and audience demographics.
For example, a bike-sharing company could display directions to the nearest bike-sharing station on DOOH screens located near popular cycling routes. Similarly, during sports events, DOOH screens can display live content, such as real-time updates and highlights, creating an immersive viewing experience for sports fans.
Cost And Operational Efficiencies Of DOOH
DOOH offers greater cost and operational efficiencies compared to traditional forms of advertising. The digital nature of DOOH allows for easy content updates and real-time campaign management.
Advertisers can change their creatives and messaging on the fly, ensuring that their campaigns remain relevant and timely.
Additionally, DOOH connects outdoor advertising to the online realm. By integrating DOOH with online platforms, advertisers can leverage data insights to create more effective campaigns.
This connection between offline and online advertising allows for better attribution and measurement of campaign effectiveness.
Analytical Dashboards And Smartphone Data In DOOH
DOOH is catching up to digital ads in terms of providing analytical dashboards and correlating individual smartphone data. Advertisers can access comprehensive analytics that provide valuable insights into campaign performance, audience reach, and engagement metrics.
These analytical dashboards allow advertisers to make data-driven decisions and optimize their campaigns for better results.
Furthermore, DOOH can leverage smartphone data to enhance targeting capabilities. By collecting and analyzing data from smartphones, advertisers can gain a deeper understanding of their audience, allowing them to deliver more relevant and personalized ads.
Video Ads And New Formats In DOOH
Video ads are more engaging and effective in grabbing attention. DOOH provides the opportunity to display video ads on larger digital screens, creating a more immersive and impactful experience for viewers.
Video ads have the power to tell a brand story and capture the attention of passersby in a way that static ads cannot.
In addition to video ads, new formats like augmented reality (AR) and holograms are becoming critical to the success of DOOH. AR allows advertisers to overlay digital content onto the real world, creating interactive and engaging experiences.
Holograms, on the other hand, create a sense of awe and intrigue, drawing viewers in and leaving a lasting impression.
In conclusion, digital out of home advertising is revolutionizing the marketing landscape. With the transition from traditional OOH to DOOH, advertisers have access to targeted and dynamic ads that are resilient to ad blockers.
Despite challenges in pricing and viewability measurement, the industry is exploring facial recognition technology and programmatic targeting to improve efficiency and effectiveness. DOOH enables contextual and targeted campaigns, offering cost and operational efficiencies while connecting outdoor advertising to the online realm.
With advancements in video ads and new formats like AR and holograms, DOOH is set to leave a lasting impact on viewers and drive better results for advertisers.