Digital Out-of-Home (DOOH) advertising is a dynamic evolution in out-of-home marketing.
Perion Marketing
07th Aug 2024
Digital Out-of-Home (DOOH) advertising is a dynamic evolution in out-of-home marketing. Unlike traditional Out-of-Home (OOH) media, which includes static billboards and posters, DOOH incorporates digital screens and technology to deliver engaging and interactive content to audiences in public spaces. This approach enhances audience engagement through data-driven targeting, real-time optimization, and measurement. DOOH screens are often found in high-traffic locations such as shopping malls, transit stations, and urban centers, making it a powerful medium for brands to connect with consumers during their daily routines. Highlights
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Out-of-Home (OOH) advertising is commonly found across several locations such as roadside panels and billboards, spectaculars at popular intersections, place-based such as elevators, businesses and gyms, and retail environments such as malls and in-store. The creative is static and is not dynamic, is oftentimes high-impact and bold, geared to captivate the attention of audiences at scale. Digital Out-of-Home (DOOH) advertising refers to the digitization of OOH screens and involves dynamic digital media that appears in public environments such as digital billboards, including digital signage screens you can find at retail stores, inside elevators, at public transportation stops, and more. This creative is more easily interchangeable and is sold as a spot in the loop or impression-based.
DOOH
OOH
Dynamic
Static
Digital screens
Static panels
Requires an internet connection
Manually installed
Flexible and precise targeting
Broad targeting
Direct or programmatically sold
Direct buying
DOOH advertising includes a variety of formats, aiming to capture the audience’s attention in busy environments, including but not limited to:
Digital Out-of-Home (DOOH) advertising is versatile in its inventory types and formats, seamlessly adapting to different audiences, campaign goals, and budgets. Options range from large, expansive billboards to smaller bus-stop digital screens, offering nearly endless possibilities. Programmatic DOOH takes the process a step further. Until recently, the process of buying DOOH ads was not different from buying traditional OOH advertising. Buying the media space was done directly from the publisher or screen operator via an insertion order (IO). Programmatic DOOH (pDOOH) drives several efficiencies by automating the buying, selling, and delivery of OOH advertising. Discover the new era of programmatic advertising.
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Programmatic DOOH (pDOOH) operates similarly to other programmatic advertising channels, utilizing algorithms and automated processes for buying and selling ad space.
The media buyer uses a Demand-Side Platform (DSP) to purchase ad inventory through an Ad Exchange, which connects them to various Supply-Side Platforms (SSPs) that represent the media sellers (publishers). This automation increases efficiency, flexibility, and precision in targeting audiences for DOOH campaigns.
DOOH’s popularity has grown recently, and it is forecasted to surpass 40% of the OOH global market in 2024 and reach a revenue of $29.8 billion in 2029.
So what makes DOOH media so popular? Here are a few highlights:
Versatility, flexibility, and impactful are the main advantages of DOOH advertising. Let’s review some key benefits of starting a DOOH campaign.
Easy and accessible: From planning to execution of a campaign, programmatic platforms simplify many processes, saving you time and energy. Makes it easy to optimize the campaign in real time, delivering meaningful outcomes.
Global scale: Whether buying in one or multiple markets, the right programmatic DOOH platform can provide access to global supply at the click of a button.
Digital Out-of-Home comes with its own set of challenges. As versatile as it is, there is always room for improvement. Here are a couple of hurdles advertisers should consider when starting a DOOH campaign.
Campaigns are often created with one, or a select few mediums in mind. It is important the DOOH is a consideration at the conception level for campaigns to thrive. Inclusion in the creative process only further guarantees the success of a truly cross-channel campaign.
DOOH is a one-to-many medium, unlike mobile and online which are one-to-one. Measurement requires an understanding of impressions that equate to each channel specifically, luckily, most DOOH DSPs have impression multiplier solutions to help compute the impression-per-play of an ad.
When activated programmatically, this innovative medium works dynamically and is enhanced by unique targeting and measurement capabilities in real time. Building on the benefits of Digital Out-of-Home, a programmatic DOOH campaign offers benefits for advertisers and publishers as well:
Publishers
Advertisers
Can monetize unsold inventory and expand the pool of potential customers
Have more control over campaign parameters
Have more control of inventory, from location to format.
Can optimize the campaign in real-time
Can measure the success of content served across owned inventory
Can reach more audience datasets and customizable segments
May have additional income streams for unsold inventory.
Can buy across multiple publishers at the same time
Allows to measure the impact of ads through footfall attribution
One of the key questions when starting a DOOH campaign is how to check if it’s successful. There are several key performance indicators (KPIs) you can use when setting up your campaign to measure success:
DOOH campaigns can show outstanding creativity and deliver stunning and eye-catching results. Here are three of the best examples of 2024.
Fire and Emergency New Zealand aimed to increase awareness of fire prevention among locals and prevent wildfires among tourists. The campaign in New Zealand used 90 large-format digital billboards and 209 gas station screens.
Hivestack, collaborating with MBM, designed a campaign that used geofencing in rural and urban areas to target audiences around DOOH screens.
The creatives used a recognizable image, the “Half Grapefruit”, to present the current fire risk. The content was dynamically adapted based on fire-risk assessments and geofencing. For example, presenting messages like “Check it’s alright before you light” in areas where the audience might make BBQ and outdoor fires.
The API endpoint provided by NIWA ( New Zealand’s Environmental Science Institute gave the Hivestack DSP accurate and timely risk observations to display the right message at the right time and the right location.
What were the results?
While the goal was to achieve an awareness of 75% of people, the campaign reached 85% of people evaluating the fire risk before engaging in activities that may risk fires.
L’Oreal luxury skincare brand, Helena Rubinstein, wanted to promote their new product, “POWERCELL Youth Reinforcing Serum” in Hong Kong. The brand launched a programmatic DOOH campaign to boost product awareness and increase footfall in local stores. One of the brand’s goals was to accurately measure the effectiveness of the campaign. Programmatic DOOH was the perfect choice to achieve all these goals. The one-month campaign utilized target marketing to achieve maximum impact, effectively measuring success for future initiatives.
The campaign generated over 2.5 million impressions and won Gold at the Drum Marketing Awards APAC. The Footfall Lift Study (FLS) indicated a 382% increase in product awareness, a threefold increase in in-store visits, and a 231% rise in new customer recruitment.
Monet’s Garden – The Immersive Experience expanded to Sweden after presenting in New York, Vienna, and Zurich. SINE Digital used the Hivestack platform to launch a programmatic DOOH campaign across key locations in Sweden. The campaign aimed to boost interest and drive foot traffic. It featured eye-catching digital creatives that offered potential visitors a preview of the immersive experience. Hivestack’s “custom audience” feature targeted individuals who had previously visited similar attractions, like museums and exhibitions. The campaign was displayed on DOOH screens in various environments, including bars, malls, airports, and subway stations across Stockholm and nearby areas.
A Footfall Study evaluated the campaign effect on visits to Monet’s Garden. The results showed the visits increased 4.28 times, with a 328% increase in attendance from the exposed group compared to the control group, surpassing all key performance indicators.
Digital Out-of-Home advertising continues to evolve with technological advances, offering exciting prospects for brands. Here’s what we can expect in the following years:
Programmatic DOOH facilitates integrating it with other marketing channels to create a cohesive brand experience. Cross-device with mobile marketing, for example, leverages the strengths of both mediums. This synergy enhances overall campaign effectiveness, ensuring consistent messaging across multiple touchpoints.
Touchscreens or gesture-based interfaces, increase engagement and create memorable experiences for their audiences.
DOOH allows for real-time interactions, such as live updates, social media integrations, and fostering a direct connection between brands and consumers. This immediacy enhances brand loyalty.
Modern DOOH campaigns don’t end with displaying ads, they can also collect and analyze data in real time. Marketers can use these data to get insights into consumer behavior and campaign performance. This data-driven approach allows for swift adjustments and optimization, increasing campaign effectiveness.
Artificial intelligence has also arrived at DOOH, enabling personalized content delivery and predictive analytics. AI can optimize ad placements, tailor messages to specific audiences, and analyze vast amounts of data for improved decision-making.
Take the next step in your DOOH campaign with Perion’s expertise. Contact our experts.
Programmatic Digital Out-of-Home advertising (DOOH) dynamically targets audiences with personalized messages, real-time updates, and interactive content, making it a powerful tool for engaging consumers in public spaces.
Research proves that DOOH is effective in engaging audiences and enticing action from viewers. According to the Out-of-Home Advertising Association of America, 73% of consumers are favorable to DOOH ads.
Digital display advertising refers to any type of online ad, including mobile, or computer ads. DOOH is the digital answer to traditional Out-of-Home advertising. The term refers to digital media you can find in public places.
Essentially anyone who leaves their home. When leveraging programmatic DOOH technology the entire campaign planning is built around the audience using data to understand the highest indexed screens to reach the target audience.
Digital Out of Home (DOOH) advertising represents the evolution of traditional outdoor advertising by leveraging innovative technology to deliver interactive, dynamic, engaging content. Future trends in DOOH include increased use of AI and machine learning to optimize ad placement and audience targeting. Programmatic DOOH, in particular, offers significant benefits such as automated ad buying, precise targeting, and real-time performance measurement, which makes DOOH a highly efficient and effective advertising technique. The advances in technology, for example with 3D and interactive displays, will continue to transform the advertising landscape. Connect With Us
Looking into the evolving landscape of digital advertising, we see how retail media, DOOH, and CTV are innovatively harnessing location-based strategies to offer a unique approach to how brands connect with consumers.
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