Programmatic

Digital Out Of Home Media | The Advent And Rise In India

April 16, 2020 5 min read

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Digital Out Of Home Media | The Advent And Rise In India

Reading Time: 5 minutes

Marketing is essential for all kinds of businesses. And if you look around yourself, you’ll notice one of the most intriguing trends of marketing. It’s none other than Digital Out-of-Home Media, which has been making its mark in capturing the attention of the audience. So what is Digital Out-of-Home Media aka DOOH?

The dominance and omnipresence of online media advertising are well known. And to be at par, advertising had to bring in the essential element that was missing in it, i.e., DIGITAL. The traditional Out-of-Home Media which targeted public places for advertising has now transformed into Digital Out-of-Home Media. When you step out in public places, you will find digital billboards, signboards, and even small television screens at times that advertise content. 

The Advantages of DOOH:

Cost-Effective: 

Since DOOH displays advertisements digitally, more than a single ad can be displayed within the confined space. Which means that the marketers can save on extra expenses. They no longer need to spend a hefty amount of money on printing or on sharing media with multiple advertisers. And since the bidding for DOOH takes place programmatically, the centralization of media purchasing is also possible. Even media units that are widespread geographically can buy DOOH for far off places. 

Flexibility:

Another great feature of Digital Out Of Home Media is the possibility of change in creatives. The advertisements can be altered at any time according to the relevant outdoor conditions. The level of personalization has increased with DOOH. From weather conditions, festival seasons to any current affairs, advertisements can be altered immediately according to any of these events. And when a single media unit is visible to multiple audiences at the same time, the effect of ‘impressions multiplier’ is also achievable.

Availability of Rich Media:

With digital displays, the more engaging format of showing advertisements, that is video has come into being. The video ad format presents a better story for the brand as compared to the normal image banners. And videos are more capable of grabbing the attention of the audience in contrast to the static images. The main aim is to present an engaging video that can grab the attention of the viewer. And needless to say, the advent of DOOH technology is succeeding in grabbing the public’s attention.

Long-Lasting and Durable:

Unlike the physical display banners, digital displays are weatherproof and therefore, durable. The physical display banners are always at the risk of wear and tear in bad weather conditions. DOOH on the other hand is a much more secure option. 

Better Return on Investment:

Without the requirement of printing and extra labor, marketers can save a lot of resources. Moreover, with the right kind of information marketers can alter digital advertisements at any time. By optimizing their advertisement plans with precision, marketers can deliver absolutely impeccable brand interactions. All of these advantages make the return on investment higher than the overall expenses in the advertisement.

Higher Audience Engagement:

Online advertisements have not been able to gather sufficient click-through rates in the past from the audience. The online users usually get disturbed by the hindrance these ads cause to their surfing. But this is not the case with DOOH. The DOOH displays are strategically planted at places where the public is expected to be idle. Moreover, DOOH advertisements are more expressive in comparison to online advertisements. They have high creativity and are sufficiently informational, and that is why they have higher interaction possibilities.

How To Use DOOH For Your Business?

DOOH is one of the best options available in the market for advertising. But you need to have a clear idea of all the aspects before you choose the medium for your business.

Content:

Firstly, make sure that the content you use is appropriate to be displayed on a public platform. The story that you wish to tell the audience about your brand should be clear. The provision of real-time update gives you the opportunity to ensure that the message you wish to share through your content is relevant. So make sure to use it wisely based on the insights of the audience, the demographics, and other such aspects.

Context:

With the content, you also need to have a significant context for your advertisement. You only get the chance of a glimpse to catch the attention of the audience. You need to make it worth the chance. The context should be relevant to the physical conditions, the weather condition, the time of the year, and all such other factors. Only then will your digital ad be able to receive an emotional and advantageous response from the audience. 

Screen Type:

The choice of the screen is yet another important aspect of the DOOH advertisement. If you are going to invest money in DOOH, be certain that it gives you a good return beneficial for the value of your brand. The environment in which your advertisement displays matters a lot. 

How To Know If Your Ad Is Successful?

Analyzing the success of DOOH advertisement is not as easy as the online ads which provide cookies to find out how the ad campaign is performing. The only way to measure the success of DOOH is to either use video sensors or correlate the sales with content triggers. 

The Future of DOOH

Digital Out Of Home

With its impressive visibility and scope of adding creativity, DOOH is in demand. The audience does not have the option to skip the ad or block the ad, as in the case of online advertising. Whenever the ad is displayed, there’s a surety that it will get displayed fully. DOOH offers better reach and engagement with the audience. The ability to make instantaneous updates and visualize moving messages makes DOOH stand out. It helps in targeting the audience in a more refined way. So that there’s relevance behind every advertisement that the audience is exposed to. 

Because of all these advantages, the demand for Digital Out of Home Advertising is increasing at a rapid pace. According to studies, the demand for DOOH in the market is going to rise further. And as a result, the DOOH industry will grow $3.6 billion to a whopping $8.4 billion. This smart and data-driven version of advertising is here to stay. 

FAQs:

1. What Is DOOH?

The traditional Out-of-Home Media which targeted public places for advertising has now transformed into Digital Out-of-Home Media. When you step out in public places, you will find digital billboards, signboards, and even small television screens at times that advertise content.

2. What are the advantages of DOOH?

  • Since DOOH displays advertisements digitally, more than a single ad can be displayed within the confined space. Which means that the marketers can save on extra expenses.
  • The advertisements can be altered at any time according to the relevant outdoor conditions. The level of personalization has increased with DOOH.
  • The video ad format presents a better story for the brand as compared to the normal image banners. And videos are more capable of grabbing the attention of the audience in contrast to the static images.
  • Unlike the physical display banners, digital displays are weatherproof and therefore, durable.
  • Without the requirement of printing and extra labor, marketers can save a lot of resources
  • The DOOH displays are strategically planted at places where the public is expected to be idle. 

3. How can DOOH be used for business?

  • Firstly, make sure that the content you use is appropriate to be displayed on a public platform. The story that you wish to tell the audience about your brand should be clear.
  • With the content, you also need to have a significant context for your advertisement.
  • The choice of the screen is yet another important aspect of the DOOH advertisement.

4. How can we determine if an ad is successful?

The only way to measure the success of DOOH is to either use video sensors or correlate the sales with content triggers.

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