DOOH is the Latest Concept in Innovative Advertising
Over the last several years, advertising has changed. A lot.
There was a time when advertising was very traditional. It was all about billboards, television, radio ads, or printed material. But technology has changed that, revolutionizing every step of advertising.
Digital Out of Home advertising (DOOH) is the latest, more influential, and innovative advertisement concept. Not to be confused with Out of Home (OOH) advertising, which features a traditional outdoor format (ads in public places, transportation routes, etc.), DOOH is an amalgamation of offline OOH advertising with the addition of digital elements. It uses digital screens to deliver content through elevator and television screens and digital billboards.
The difference in both is that in OOH, the ad remains fixed in its place with a single image over some time. Whereas, in DOOH, the advertisement is displayed via digital screens with multiple animated images and stays there for a short time. DOOH advertising can interact with people, making it a more energetic, interactive, and vibrant advertisement source.
Increasingly, brands and agencies are choosing programmatic DOOH over OOH. Programmatic buying adds the element of agility and speed – characteristics not often associated with traditional OOH. It gives brands the ability to activate campaigns, switch them on and off or optimize in real-time, change creative, and offer rolling asset selection to maximize interaction with desired consumers.
At a moment’s notice, advertisers can pause without penalty, eliminating the cancellation windows associated with traditional OOH and giving advertisers the security and protection they need and want to confidently resume spending as foot traffic continues to improve.
Unlike traditional OOH, programmatic can ensure proof of play, elevate measurement and attribution in DOOH. With marketing budgets under more scrutiny than usual, the requirement to demonstrate impact for any media buy will be more crucial than ever.
For instance, providers can give advertisers with mobile device IDs exposed to the DOOH campaign, which can be tracked and linked to consumer actions such as downloading an app, visiting a store’s physical location, or online presence, or engaging in online conversations about the brand. These are hard measurement metrics not associated or achievable with traditional OOH.
Programmatic DOOH also allows instant access to more product information, can deliver engaging video content, and is an intersection between mobile devices, the internet, and social networks. Programmatic lets advertisers optimize their creative message by the audience, location, and time of day in real-time using real-world data to deliver dynamic, relevant, hyperlocal content to digital screens across multiple vendors and environments – which end up being more efficient than static ads from traditional OOH.
So, what’s the bottom line? DOOH advertising is a modern and enhanced version of old OOH advertising. It features all the essential elements of engagement, exposure, and prominent reach and offers countless untapped opportunities, poised to take brands to the highest level of excellence.
Do you have questions on how you can incorporate DOOH advertising tactics in your strategy, contact us, we’d love to chat.