Digital Out Of Home advertising – the future is calling
What is driving this growth? Consumers. Consumers are now looking for an engaging, emotional, and captivating medium. We as hyper-connected individuals are looking for memorable experiences that we can share, and the urban environment is an optimal landscape for these interactions to occur.
Here are the top five digital out-of-home advertising trends taking shape in 2015:
Digital Out of Home (or “DOOH” as the channel is commonly referred) encompasses a variety of screen shapes, sizes, and levels of interactivity. From digital billboards and signs on taxis, to digital signage at airport gates and gyms and waiting rooms, these varieties underline a necessary bridge between context and location in relevance and favorable recall - vital components of any media campaign. The IAB sees norms and expectations from the online advertising world informing and expediting the growth of DOOH, and the IAB’s Digital Out of Home Taskforce launched this past fall with aims to define the DOOH channel while positioning its place within the larger interactive advertising industry.
Cross-Platform Targeting Allows for More Personalized Experiences
As mobile technology becomes more advanced and mobile devices more ubiquitous, cross-platform targeting opportunities with out-of-home digital screens are more common. Newer technologies like NFC, beacons, and geofencing capabilities allow today’s advertisers to personalize their prospect’s experience and allow immediate engagement.
DOOH Campaign Success Is Now Easily Verified
Evolving location and mobile data sets are offering marketers new ways of measuring attribution in OOH media. What DOOH advertisers now recognize is that, as an audience definer, location is just as important to them as it is to mobile advertisers.
Successful campaigns no longer try to simply mimic online models. These campaigns are developed around the idea that location is the best context and they deliver real-world messages that are close to point of purchase.
The last half of 2015 is expected to continue pace with the number of digitally connected screens increasing as well as the inventory and creative options in DOOH. If you haven’t considered this channel yet, now may be the right time.