Digital Out of Home
Out-of-home (OOH) is an advertising channel that has existed for centuries. Long before digital took the reigns, marketers brought their messages to the streets. Whether ads were painted on the side of a building or plastered over a blank wall, these original OOH ads have stood the test of time and continue to capture audiences in big and exciting ways. As one of the most impactful mediums then and now, OOH readily reaches a wide audience at once with big, bold and beautiful messaging. Over the past decade, digital out-of-home (DOOH) has combined the proven success of OOH with the revolutionary capabilities of a digital channel, making it one of the fastest growing and most impactful mediums in advertising today.
In an era of information overload, it’s essential for marketers to get their message out in an exciting, eye-catching way and to reach people who will actually benefit from seeing their content. Digital screens in the physical world deliver flashy creatives that are relevant and engaging across multiple locations that span the consumer journey — something that other channels simply can’t offer.
Why is DOOH a Powerful Marketing Channel
98% of consumers have visited at least one DOOH venue in the past 30 days. In fact, most people come across multiple DOOH screens in a day! The medium is so intertwined in our daily lives that it’s almost impossible not to see it, yet it integrates into our lives without being overly intrusive — creating an impactful way for advertisers to get in front of consumers without being disruptive. What’s more, 84% of consumers recall seeing DOOH ads.
DOOH also offers multiple formats to ensure that your message is in the right place at the right time.
- Large Format – Large format DOOH varies from the billboards you see along a highway to bus shelters on a city sidewalk, and are often best viewed by pedestrians and street-level traffic.
- Place Based Media -Place-based media centers around contextually relevant environments and includes locations like office buildings, malls, gas stations, gyms, restaurants, bars, universities and more. When we execute a campaign that aims to reach a specific target audience and/or leverage measurable dwell time, our clients benefit from the attention and relevance that place-based screens command.
- Point of Purchase – Point-of-purchase screens often fall within the place-based media category. However, point-of-purchase digital signage specifically exists inside of stores where a brand’s products are being sold — in locations such as big box retailers, casual dining and quick service restaurants, convenience stores, grocery stores, liquor stores and pharmacies. When it comes to leveraging point-of-purchase screens, the potential ROI is even greater for reaching on-the-go consumers and influencing last minute purchasing decisions.
There are several sub-categories of those listed above, however the common element with all of our DOOH campaigns is that our use of our Smart Boundary technology allows us to re-target the DOOH customers online which creates a real world audience built from offline actions to retarget online and truly connect your online and offline marketing efforts.
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