What does it mean to go DOOH?
Digital-out-of-home (DOOH) has no doubt been capturing the attention of audiences more than ever compared to static OOH. Its full-on colourful motion formats and dynamic capabilities have shown significant benefits. When added alongside social media, research led by OneDevice states there is a 23% uplift in metrics such as brand awareness and emotional engagement.
Ad-tech developments such as Moving Audiences are further extending DOOH’s campaign capabilities in terms of campaign automation, dynamic content serving, weather triggered campaigns etc. But here’s a base understanding of what it means to transit to DOOH:
- Planning a Campaign
OOH was traditionally planned and bought using traffic counts, the planners informed assumptions of locations and where audiences were likely to be. Now, the uprising of technology and data has provided a planner with details even down to specifics and show how audiences interact in the real world.
By using geofencing strategies, which breaks down audience profiles within a virtual parameter boundary, advertisers can map datasets like audience interest and demographics. Marketers can now target audiences as broad as hotel lobby networks down to a Singaporean coffee lover who takes away his favourite coffee on the esplanade three times a week.
- Real-Time and Contextual Messaging
Unlike static, DOOH has the ability to easily switch messaging at any moment, in case the environment demands. Take for example when the Covid-19 pandemic first broke out, the moods drastically changed almost immediately for everyone. Many brands quickly put their campaigns on hold and many diverted their messaging to include more encouragement messages to improve hygiene and the stay at home norm.
DOOH offers more varied content where advertisers can upload, change and deliver fresh content within seconds, and have an endless opportunity for campaign creativity, context and relevance. The ability to control each aspect of the ad messaging in real-time remains a main selling feature of DOOH.
- Ability to Integrate To Online
Let’s face it, DOOH is much more compatible with digital marketing operations compared to traditional static OOH. Technology and data advancement benefits both OOH and DOOH in terms of increased accuracy and agile planning. However, due to its digital nature, DOOH can now be bought directly or programmatically, making integrated marketing planning easier than ever.
Previously, OOH was unable to measure accurate results against foot traffic or sales lift. But that is changing now. With the advent of granular data which powers new methods of measurement that are more accurate than before, planners are starting to include OOH into their digital campaign budgets.
Challenges of DOOH Still faces
While DOOH presents a huge opportunity for advertisers to reach mass audiences without invading personal space and increasing brand visibility. It still faces challenges in measuring the actual number of people who saw the ads and what exactly influenced their decision.
- The Impression Multiplier
Let’s take an example where ‘Brand X’ had an OOH campaign which was played on a Highway, between 10 AM to 1 PM every day for a 1-week duration. The Total Potential Views generated by this digital ad, in our present methodology computes it to be:
Potential Views: 70,000
However, it does not take into account that the digital screens played the ‘Brand X’ ad for only 1 SPOT in a Loop and an Hour had 4 Loops for this Media Asset.
Illustration of Advertisement cycle on a Digital Billboard within a duration of 1 hour
The ‘Brand X’ ad was served only 4 times in an hour, however, the audiences measured are for the entire duration. Most publishers provide the total number of impressions for a screen per hour.
Saying this, Digital OOH is one of the fastest-growing advertising mediums out there. The significant development of technology, together with automation levels the playing field for DOOH with other digital channels. It has proven to extend reach, amplify a campaign, and drive higher consumer engagement, seamlessly integrates both online and offline media.
Digital OOH has grown from being a motion screen sitting on the highway and building to newer formats like rideshares, industrial park screens, kiosks, vending machines, tabletops, automatic hand-sanitiser machines and more. This new string of formats creates a huge opportunity in the Outernet Media - the offline opportunity whenever consumers are not engaged on the internet or looking down at their mobile phones.
More Related Articles:
- 4 Reasons why you should always have a DOOH strategy in all your digital campaigns
- OOH 101: A guide to successful OOH campaign measurements
Start with Every Possibility.