As human beings, we spend a good portion of our day out of the home. As we go from place to place we are exposed to all manner of media, much of it now of the digital variety. In fact, on average we interact with digital out-of-home media (DOOH) for about 14 minutes each week.
Consumers are looking for an engaging, emotional, and captivating medium. We as hyper-connected individuals are looking for memorable experiences that we can share, and the urban environment is an optimal landscape for these interactions to occur.
Here are the top five digital out-of-home advertising trends taking shape:
Location-Targeted Advertising is Growing
Advertisers now spend more money on location-targeted mobile campaigns. Ad spend on Location-based targeting is expected to rise further as advertisers want to reach their target audience anywhere they can find them. DOOH is benefiting greatly from this rapidly growing segment. By using the same big data to reach mobile consumers, yet on much larger, higher impact screens, advertisers are able to create cross-screen, location-based campaigns that have even more impact on consumers outside the home.
DOOH Provides Highly Relevant Messages in Precise Locations
New types of targeting and subsets have made it easier to reach specific audience segments in ideal locations. And that’s a good thing because consumers are far more likely to be impacted by messaging outside the home. In fact, consumers are more receptive to advertising experienced in public spaces than at home. As consumers, the devices we carry around with us create a natural visual bridge to the outside world we experience. Relevant DOOH advertising can enhance that visual experience through existing screens around public spaces.
Unique Creatives Reach Unique Audiences
There is almost no experience that isn’t being created in the DOOH space. We are now seeing highly creative advertising that combines live experiences and augmented reality, using everything from vehicles to street furniture. This is building brand awareness and driving impressive results for advertisers.
DOOH can reach unique audiences and create serendipitous parallels between messaging and location via locally-focused campaigns or larger cross-media tactics. Best of all, digital out-of-home advertising is now able to drive immediate impact and scale close to the point of purchase.
Cross-Platform Targeting Allows for More Personalized Experiences
As mobile technology becomes more advanced and mobile devices more ubiquitous, cross-platform targeting opportunities with out-of-home digital screens are more common. Newer technologies like geofencing capabilities allow today’s advertisers to personalize their prospect’s experience and allow immediate engagement.
DOOH Campaign Success Is Now Easily Verified
There are more advanced measurement opportunities now than ever before. Evolving location and mobile data sets are offering marketers new ways of measuring attribution in OOH media. What DOOH advertisers now recognize is that, as an audience definer, location is just as important to them as it is to mobile advertisers.
Successful campaigns no longer try to simply mimic online models. These campaigns are developed around the idea that location is the best context and they deliver real-world messages that are close to the point of purchase. A consumer’s exposure to DOOH messaging can be verified more easily, improving advertisers’ confidence in their ability to isolate the impact of DOOH from other channels in the integrated media mix.
The number of digitally connected screens as well as the inventory and creative options are increasing in DOOH. If you haven’t considered this channel yet, now may be the right time.
(mediaspacesolutions, June 09, 2015)