Welcome to an ever-evolving world of advertising, where Digital Out of Home (DOOH) has quickly established itself as an influential player. Through our exploration, we’ll uncover its development from traditional outdoor to digital-age media placement. But before getting too deep, let’s first discuss its foundation – what is out-of-home advertising?
Impact of Pandemic Influenza On Outdoor Advertising
The global coronavirus pandemic has had a devastating impact on outdoor advertising budgets, prompting traditional Out of Home (OOH) budgets to drop an astounding 50%; DOOH budgets fared slightly better due to their adaptability and ease of creating new creatives; Blindspot technology proved vital as advertisers ran international campaigns based on real-time quarantine statuses allowing advertisers to quickly implement campaigns across borders.
DOOH’s resilience becomes apparent when considering its ability to remain effective despite pandemic-induced challenges. While traditional OOH struggled with restrictions and lockdowns, DOOH emerged as a beacon of innovation. Dynamic capabilities provided by platforms like Blindspot allowed advertisers to swiftly adjust their campaigns based on quarantine status, ensuring that the messaging remained relevant and impactful.
Evolution of DOOH: From Static to Dynamic
Digital Out of Home (DOOH), as its name suggests, refers to any form of billboard used for advertising both indoors and outdoors using digital technology. DOOH represents an evolution from static imagery towards engaging visual experiences for consumers. Interactive features like touchscreen capabilities have further expanded the horizons of DOOH, providing advertisers with a canvas for immersive storytelling.
This evolution like outdoor advertising signifies a paradigm shift in how brands communicate with their audience. Unlike static billboards, DOOH opens the door to dynamic narratives, allowing brands to tell stories that resonate with the fast-paced, visually-driven audience of today.
Statistics and Market Projections
According to Nielsen, approximately 60% of Americans encounter a digital billboard each month. Looking ahead, PwC’s Global Entertainment and Media Outlook estimates that the DOOH market will reach $5.1 billion by 2021, constituting nearly half of all OOH revenue in the US. Globally, DOOH has already surpassed traditional outdoor advertising in certain markets.
These statistics underscore the growing significance of DOOH in the advertising landscape. DOOH has become increasingly important as digital billboards gain prominence and the attention of their target audiences, positioning it as one of the key strategies of future advertising campaigns.
Utilizing DOOH for Business Success
For businesses venturing into DOOH advertising, success lies in mastering the trio of content, context, and screen types. Considering factors like day, night, weather, and location becomes crucial for crafting effective campaigns. Tailoring custom creatives and adaptive messages ensures that your brand story resonates seamlessly across various contexts and screens.
Successful DOOH advertising relies upon creating the optimal combination of content, context, and screen. Good storytelling should captivate its target audience within seconds – that is what sets DOOH apart from conventional forms of media like television ads or radio commercials. Context becomes the bridge that connects the brand narrative to the environment, considering factors like weather, time of day, and location.
Media Buying in the Digital Age
The landscape of media buying is transforming, ushering in an era of micro-buying and programmatic advertising. Platforms like Blindspot empower businesses to upload campaigns effortlessly, providing access to a myriad of screens worldwide. Access is now more open, making digital outdoor advertising (DOOH) campaigns accessible for businesses of all sizes and budgets.
Traditional methods of media purchasing requiring large budgets and lengthy commitments have given way to digital-age strategies with rapid change happening quickly and smoothly. Micro buying and programmatic advertising have emerged as the answer, offering businesses the flexibility to experiment with DOOH campaigns. The process is simplified – upload your campaign on a platform like Blindspot, choose from a variety of screens available worldwide, and set up your campaign within minutes.
Tracking and Measuring Results with DOOH
Measuring the impact of DOOH campaigns is vital for businesses. Blindspot offers transparent and equal pricing, providing a level playing field for all. Standard reports monitor ad plays, ensuring that businesses get the reach they paid for. From real-time camera impressions to aggregated mobile data, businesses can delve into a wealth of data sets to correlate campaign performance with tangible business results.
Businesses can go beyond standard metrics by tracking results on an in-depth level, from age and gender demographics, dwell time, and consumer behavior – the latter allows businesses to fine-tune their strategies so that DOOH campaigns align with overall business goals.
Closing
DOOH has become an indispensable advertising medium. Combining traditional outdoor ads with digital dynamism, DOOH provides businesses with an effective tool in their arsenal for reaching consumers in new ways. As businesses adapt to evolving trends, taking full advantage of DOOH becomes both an option and a strategic imperative.
