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What are the benefits and challenges of using dynamic outdoor advertising for hotels?

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Dynamic outdoor advertising, or DOA, is a form of digital out-of-home media that can display customized and interactive content based on real-time data and triggers. For hotels, this can be a powerful way to attract and engage potential guests, as well as enhance their brand image and loyalty. However, DOA also comes with some challenges that need to be addressed to ensure its effectiveness and efficiency. In this article, we will explore some of the benefits and challenges of using DOA for hotels, and how to overcome them.

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1 Benefit: Relevance and Personalization

One of the main benefits of DOA is that it can deliver relevant and personalized messages to the target audience, based on factors such as location, time, weather, traffic, events, or even facial recognition. For example, a hotel can use DOA to showcase its amenities and offers that match the needs and preferences of the nearby travelers, such as free Wi-Fi, breakfast, or spa services. Alternatively, a hotel can use DOA to create a sense of urgency and exclusivity, by displaying limited-time deals, availability, or price comparisons. By doing so, a hotel can increase its appeal and conversion rate, as well as create a positive impression and connection with the customers.

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Shane Coovert

Director of Sponsorship & Development | US NAVY Veteran
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I had a recent trip to the Riverwalk in San Antonio where I stayed at a nice hotel on the river. There were MANY different generations walking about. DOA and that sense of urgency or FOMO for hotels seems like a win-win for attracting the next generation of guests.

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2 Challenge: Cost and Complexity

Another aspect of DOA is that it can be costly and complex to implement and manage, compared to traditional outdoor advertising. For instance, a hotel needs to invest in high-quality and durable screens, software, and hardware that can support DOA functionality and features. Moreover, a hotel needs to have a clear strategy and plan for creating, updating, and optimizing the DOA content, as well as measuring and analyzing its performance and impact. Additionally, a hotel needs to comply with the legal and ethical regulations and standards that govern DOA, such as privacy, data protection, and consent. Therefore, a hotel needs to carefully weigh the benefits and costs of DOA, and seek professional guidance and support if needed.

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Jason Helton
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One of the largest challenges for implementing dynamic outdoor advertising is the permit process. From experience, we often hear from clients that have not started to research the proper city and county codes and restrictions for a specific location. Making sure to do some upfront homework will lead to much better results for the complexity of the project. As for price, having the infrastructure on the building to manage a dynamic outdoor display is key. It is important to get as-built drawings of structure and electrical in any of these applications.

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3 Benefit: Engagement and Interaction

Another benefit of DOA is that it can enhance the engagement and interaction with the customers, by offering them more value and convenience. For example, a hotel can use DOA to provide useful information and tips to the travelers, such as local attractions, weather forecasts, or public transportation. Alternatively, a hotel can use DOA to invite the customers to participate in fun and interactive activities, such as games, quizzes, or surveys. By doing so, a hotel can not only capture the attention and interest of the customers, but also build trust and loyalty, as well as collect valuable feedback and data.

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Jason Helton
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Dynamic outdoor advertising goes beyond just capturing attention; it fosters meaningful engagement and interaction with customers. For example, imagine a hotel using dynamic displays to offer travelers useful information like local attractions or weather forecasts, enhancing their stay. Interactive activities not only captivate customers but also build trust and loyalty. This two-way communication allows hotels to collect valuable feedback and data, shaping future strategies. In the era of experiential marketing, dynamic outdoor advertising emerges as a powerful tool, creating a symbiotic relationship between businesses and their audience.

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4 Challenge: Competition and Clutter

Another challenge of DOA is that it can face fierce competition and clutter from other outdoor advertisers, especially in crowded and busy areas. For instance, a hotel may have to compete with other hotels or businesses that offer similar or better products or services, or that have more prominent or attractive DOA displays. Moreover, a hotel may have to deal with the noise and distraction that can reduce the visibility and effectiveness of its DOA messages. Therefore, a hotel needs to differentiate itself from the competitors and clutter, by using creative and compelling DOA content, as well as choosing strategic and optimal locations and timings for its DOA displays.

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Jason Helton
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Navigating the challenges of dynamic outdoor advertising (DOA) becomes intricate amidst fierce competition and clutter in bustling areas. Hotels, in particular, contend with rivals offering comparable services and more prominent displays. Overcoming this hurdle demands strategic differentiation. Crafting creative and compelling DOA content is imperative to captivate the audience. One of the most intriguing thing about DOA for hotels is that the displays are typically in a portrait orientation. This requires the content to be created in a unique format and focusing on dynamic digital displays is key to allow for standing out. Amidst the noise and distractions, a hotel must stand out by delivering a unique value proposition.

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5 Benefit: Flexibility and Adaptability

Another benefit of DOA is that it can offer more flexibility and adaptability than traditional outdoor advertising, as it can be easily changed and updated according to the changing market conditions and customer behavior. For example, a hotel can use DOA to adjust its prices and offers based on the demand and supply, or to promote its seasonal or special packages and events. Alternatively, a hotel can use DOA to respond to unexpected situations or opportunities, such as crises, emergencies, or social trends. By doing so, a hotel can optimize its marketing strategy and budget, as well as demonstrate its responsiveness and relevance to the customers.

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6 Challenge: Quality and Consistency

Another challenge of DOA is that it can pose risks to the quality and consistency of the hotel's brand image and reputation, if not managed properly. For example, a hotel may encounter technical issues or errors that can affect the functionality and appearance of its DOA displays, such as glitches, blackouts, or vandalism. Moreover, a hotel may face negative feedback or backlash from the customers or the public, if its DOA content is perceived as inappropriate, offensive, or misleading. Therefore, a hotel needs to ensure the quality and consistency of its DOA content, by testing and monitoring its DOA displays regularly, as well as by following the best practices and guidelines for DOA design and communication.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Tay Mauro

VP Commercial Strategy | Theme Park and Resort Expert | Speaker | Ex-SeaWorld, Disney, KPMG
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Speaking from a small hotel brand perspective, there are a multitude of media channels you can invest in (paid search, social, etc.). When considering DOA, I don't think the benefits outweigh the challenges at this point. Time invested plus the unknown return aspect makes this a channel that I don't think we and, and going to assume here, other hotel marketers are ready to jump into yet. But, if you're an agency reading this and can get it integrated into Google Ads and have some ROAS behind it, you can DM me anytime to do a test run!

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Jason Helton
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Two prime illustrations of exceptionally effective hotel displays are found in the Moxy in DTLA and the Marriott Marquis in NYC. Boasting expansive digital canvases exceeding 15,000 square feet each, these locations thrive in high-traffic pedestrian zones. What sets them apart, however, is their utilization of anamorphic content. Even with standard content, their sheer size would command attention, but the incorporation of impressive anamorphic visuals is what sets them apart. The Marriott Marquis utilizes two sharp 90-degree corners, while the Moxy features a soft radius. In essence, the crucial elements contributing to their success include strategic location, substantial display dimensions, and the innovative use of anamorphic content.

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Scott Goodson

Co-Founder @StrawberryFrog, @MachWon, @Inplural, best selling author of Uprising, and Activate Brand Purpose, Mentor.
(已编辑)
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I love dynamic outdoor boards, especially the new 3D boards are mind blowing. It's always one of the better platforms if you're targeting consumers in cities.

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What are the benefits and challenges of using dynamic outdoor advertising for hotels?

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3

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1 Benefit: Relevance and Personalization

2 Challenge: Cost and Complexity

3 Benefit: Engagement and Interaction

4 Challenge: Competition and Clutter

5 Benefit: Flexibility and Adaptability

6 Challenge: Quality and Consistency

7 Here’s what else to consider

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