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Why You Should Consider Digital Out of Home
11 March 2019

Digital Out-of-Home (DOOH) media has become a very popular trend in marketing industry. GroupM (2017) stated that as traditional Out-of-Home becomes more adaptable, digital, and data-informed, it has become an advertisement platform that attracts consumer’s attention, and its unique qualities that include location data with purchase, social media, and viewing performance form an ideal proposition for the advertisers. Asides from digital, DOOH media is the only medium growing share with steadily rising percentage from 6.1% in 2016 to 6.2% in 2017 and 6.3% in 2018. DOOH media is an unbeatable offering to both the advertisers and the consumers, and here are some of the reasons why:

 

DOOH media has gained momentum due to its benefits for any type of business. The first and foremost advantage is its ability to attract more public attention. Whether you are running late for work or simply strolling around shopping malls, it is inevitable that you will encounter a DOOH media in public spaces. According to a study by Nielsen in 2015, three out of four respondents (75%) had seen at least one digital billboard in the past month. 72% respondents thought digital billboards are “a cool way to advertise” while 65% thought it was “a good way to learn about new businesses in the area.” This shows how effective DOOH media as the medium for business to introduce and communicate their brands to the consumers.

 

As more and more people spend their time away from home, it is only natural for DOOH media to flourish and have a role in the urban landscape. The idea of smart cities that are becoming more connected offers interactive services for advertisers to interact with the consumers. DOOH advertisements are often situated strategically, such as in high-traffic areas, office building, and shopping malls, and its physical presence in the real world ensures that viewers will notice the contents because they cannot skip the advertisement, block it, or change the contents of the screen.

 

The next advantage is the flexibility to include more content and creativity. Unlike the traditional Out-of-Home media which displays the same static image for weeks, digital can change its content every 15 seconds. With DOOH, the promotion of advertisements is not only limited to horizontal screen, but also vertical format. Another advantage is the ability to generate viewership analytics. This audience measurement might include the information on the total number of viewers, their age and gender, and the time which has the most-viewed rate. It is significantly needed by the advertisers so that they can have better understanding of their impact and whether they are reaching the right target of audience or not.

 

All in all, DOOH media is growing rapidly and sets to become the most superior platform for advertising in the next few years (Brown, 2018). With many advantageous integrations, DOOH is indeed an incredibly potential marketing tool. It is time for your brand to join the bandwagon and receive the utmost benefits. DOOH gives your brand a chance to be delivered to the bigger, better, and more targeted consumers. As Michael Applebaum states, “the value in out-of-home marketing boils down to a simple truth: it is hard to ignore” (Davies, 2016).

 

 

 

References:

Brown, S. (2018, June 12). Insights into Why DOOH is the Future. Blogcertified. Retrieved from https://www.blogcertified.com/2018/06/12/insights-into-why-dooh-is-the-future/

Davies, L. (2016, May 25). The Benefits of DOOH Signage. SignStix. Retrieved from https://www.signstix.com/insights/retail/the-benefits-of-dooh-signage

GroupM. (2017, December 03). GroupM: Global Ad Investment Will Grow 4.3% in 2018; Six Countries to Drive 68% of Incremental Investment. PRNewswire. Retrieved from https://www.prnewswire.com/news-releases/groupm-global-ad-investment-will-grow-43-in-2018-six-countries-to-drive-68-of-incremental-investment-300564929.html

Nielsen in Hayes, N. (2015, July 23). New Study Highlights Effectiveness of Digital Billboards. Outdoor Advertising Association of America. Retrieved from https://oaaa.org/NewsEvents/PressReleases/tabid/327/id/4244/Default.aspx

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