Use of DOOH advertising
Outdoor advertising (OOH) is an ideal way of promotion, whether you are directing visitors to your store or simply advertising your brand. It is a very effective way of advertising because it is visible to a large number of passers-by and people. Recently, there has been a lot of talk about a special type of OOH advertising: DOOH. DOOH (digital out-of-home) provides a unique opportunity to combine traditional advertising with a modern twist, helping to reach potential customers and increase engagement with your target audience. In the following titles, we will introduce you to the concept of DOOH and give related examples.
What is DOOH?
Digital outdoor advertising (DOOH) is a term used for all digital advertising on outdoor surfaces such as public places, shopping centers or major roads. It is a combination of the best of the web and television. With the possibility of playing video and animated content, which is 8 times more efficient than static advertising, it provides a quick change of content, measurability and a number of possibilities for relevant communication with your audience. Digital screens in the physical world deliver a memorable experience with flashy creatives that are relevant and engaging across multiple locations that span the consumer journey and that is something that other channels can’t offer. Some of the main advantages of DOO are measurability, inevitability, changing ads and detailed reports. In terms of measurability, digital advertising devices generate reports showing how many pedestrians and people in cars saw the ad. This allows advertisers to tailor their ad to each location and the audience that moves there. Another advantage is inevitability, because unlike online advertising or other media that can be switched off, digital outdoor advertising is unavoidable and cannot be passed by without being noticed. Also, advertising on digital advertising devices makes it possible to change ads every 15 seconds, which gives the advertiser the freedom to use more creative solutions that can vary from static images to animated videos. Through advertising on digital advertising devices, advertisers receive reports over a certain period, where they can check how many times their ad was displayed, at what time, and whether there were any difficulties during the display.
Examples of DOOH in the world
GMC- car company personalized campaign
For this campaign GMC used facial analytics technology and proximity-based marketing to create engaging digital signage featuring dynamic and perosnalized content.
Cameras in the digital display used artificial intelligence were able to detect audience demographics, such as age and gender, then serve one of 30 possible targeted video ads to the viewer. For example, if the anonymous audience detection facial analytics technology detected recognized a family with children, the ad showed a peronalized video targeted at families. Also if it recognized a young couple, the ad showed a video personalized to them (speed, passion, love).
This campaign serves as an example of the potential of machine learning in DOOH advertising. GMC company harnessed the power of DOOH to personalize their content and use targeted messaging in a way that deepened audience engagement.
McDonald’s- Weather-reactive McCafe campaign
This DOOH campaign featured two of McDonald’s frozen drinks, strawberry lemonade and the “Millionaire’s Frappe.”
The campaign used weather data to advertise seasonal drinks. For example, when the temperature rose above 22 degrees Celsius (a temperature that was likely to make a cold drink more tempting to passersby) the relevant campaign creative played on the digital signage to attract passers-by. The other example is when the temperature hit above 25 degrees Celsius, the creative automatically updated to include the city name and current temperature. As the temperature dropped at night, the city name and current temperature were removed from the creative.
This weather-reactive creative advertised McDonald’s summer drinks in a much more engaging way than your typical out-of-home ads, providing relevant, timely and valuable content to audiences based on their interests.
Dallas Cowboys- Pose with the Pros campaign
Dallas Cowboys launched their interactive “Pose with the Pros” kiosks in concourses at AT&T (an American telecommunications company) stadium. It is an engaging DOOH advertising example, in which these interactive screens attracted fans to take pictures of themselves with virtual members of the Dallas Cowboys team.
Fans could select up to five of their favorite Dallas Cowboys players to pose with, then the AR application overlaid the players around the individual or small group of people in the picture. Fans could then share their virtual group picture on social media like Facebook and Instagram or email it to themselves and then share to family, and friends. This interactive experience was powered by AT&T, showing off its 5G technology and providing fans with an unforgettable experience.
The future of DOOH
We have seen that DOOH advertising is a modern and improved version of old OOH advertising. It has all the essential elements of engagement, exposure, and prominent reach and has many untapped opportunities, ready to take brands to the highest level of perfection in their advertising.
By 2026, the DOOH market is expected to grow by 10.35%. As the digital medium rises in popularity thanks to its effectiveness, accuracy, and automation, the sky’s the limit for marketers looking to launch a creative and high-impact outdoor campaign that will impress the audience.
From new formats, venues, and targeting abilities, to continuing innovations, DOOH will continue to prove the pervasiveness and success of outdoor media, marrying traditional methods with the future of the digital age.
Literature:
7 of the most impressive examples of digital out-of-home advertising campaigns — Vertical Impression
Što je DOOH? — Anić Outdoor (anic-holding.com)
What is Digital Out-of-home (DOOH) advertising? (insidenetwork.com)
