Digital out-of-home has a brighter future than Times Square billboards. Digital out-of-home is becoming more popular as digital advertising.
Digital out-of-home advertising market reports that the digital out-of-home market will grow at an annual compound growth rate of more than 10%, reaching a market value of over $33 billion by 2026. This growth is partially fueled by data that digital out-of-home offers brands who want to make informed decisions and better protect their investment.
This article will explore the advantages of digital out-of-home advertising and provide examples of standout campaigns that can inspire your strategy. We will also explore how social media can reinforce and amplify digital out-of-home campaigns.
What is digital outdoor advertising?
Digital Out-of-Home Advertising refers to electronic signage in public spaces such as malls, universities, and gas stations. This includes digital billboards, in-store displays, and elevator screens, as well as electric vehicle charging displays.
Out-of-home (OOH) traditional media has focused on static signs such as posters and vinyl billboards. Digital out-of-home media is dynamic and offers unique opportunities for omnichannel marketing strategies. It includes smartphones, tablets, laptops, etc.
Digital Out-of-Home Advertising: Benefits
There are many benefits to investing in digital outdoor advertising.
Automating and enhancing execution through technology
Most digital out-of-home platforms and software are automated. This eliminates many of the challenges marketers face in planning, contracting, and launching campaigns. Marketers can manage their strategy, activation, and reporting in one place while using data and automation to guide decision-making. Instead of working with different vendors, marketers can use one platform to plan content for various screen sizes and types.
Digital out-of-home automation simplifies omnichannel marketing. If a retailer wanted to combine digital out-of-home with mobile campaigns, they could set up an interactive display at a mall. After engaging with the collection, a consumer can scan a QR code to be taken to a landing or mobile ad.
Thanks to today’s technology, marketers can schedule and manage digital outdoor campaigns in multiple locations with just a few clicks.
Volta, a leading media and charging company for electric vehicles with over 5,000 screens is an excellent example of the services that these vendors provide. Volta, a top media and electric vehicle charging company with over 5,000 screens in the industry, is a platform of choice for DOOH.
The company will announce 3D Creative Campaigns in October 2022. They also plan to offer QR code activation and dynamic creative options such as real-time weather triggers, allowing brands to use ads based on the weather. Also, they offer mobile retargeting to enable companies to reconnect with customers after seeing an ad displayed on Volta screens.
Tracking relevant KPIs, and their direct impact on business, is more accessible.
Digital out-of-home campaigns combine the physical and digital worlds. This gives brands access to more metrics. Marketers can measure DOOH campaigns using a range of KPIs. These include engagement, conversions, and app downloads. ).
Tracking upper and lower funnel metrics is much easier since many platforms are now automated. It is easier to demonstrate performance and the direct impact on business with the help of a variety of metrics. Brands can make better placement decisions by reviewing consumer data. They can identify the best times and places to engage their audience.
An athleisure clothing company, for example, could look up peak hours in locations that their target audience frequents (gyms, health food stores, and yoga/pilates studios). Optimize the publishing times of a campaign.
Your audience is looking for innovation and customization.
If metaverse is 2022’s buzzword, then 2023 will be the year of machine learning and artificial intelligence (AI). Brands can create more personalized and engaging ads with AI, ML, and other emerging technologies such as extended reality (XR). This will improve their brand perception. Brands must rely on innovation as technology and consumer demands become more sophisticated. Brands have already begun incorporating digital OOH into metaverse environments. This blurs the line between real and online experiences.