DOOH makes it possible to broadcast advertising multimedia content on various types of screens indoors or outdoors. The success of a DOOH campaign is based on the sharing of targeted, but above all, perfectly contextualized content. Learn more about DOOH and how it works and discover four DOOH campaigns who knew how to take advantage of its functionalities.
What is a DOOH campaign?
DOOH, or Digital Out-Of-Home, refers to advertising campaigns broadcast on digital screens outside. They are found in urban space on pedestrian paths, bus or subway stations, tunnels, but also in shops and shopping centers, museums or sports halls. One DOOH campaign consists of the distribution of dynamic content such as a video, photos, posts on social networks or an RSS feed for informational, promotional or advertisers. The dissemination of DOOH campaigns is managed by advertising agencies, which optimize and guarantee the transmission of communications in real time.
Creativity and context for better performance
One DOOH campaign makes it possible to multiply the memorization of messages broadcast by the targets compared to traditional static display. The attractive power of screens was highlighted by a survey conducted by the Digital Media Club and IFOP, focusing on the perception of French people on advertising screens. In 2021, 70% of respondents said they paid attention to the content broadcast on digital screens. This figure is a good reflection of the ability of screens to become high-impact communication channels. Communicators therefore have every interest in using this format to be creative in developing their messages. DOOH campaigns have the ability to interact with great proximity with their audience and their environment, offering a field of unlimited possibilities to surprise and seduce their target.
However, it is not enough to just be present to convince, encourage or engage: you also need to deliver the right message to the right target at the right time. A message will obtain a better retention rate if it is broadcast in context, as close as possible to a perfectly targeted and qualified audience. Thus, the Cenareo solution allows the distribution of ultra-targeted and contextualized content thanks to the APIs of third-party applications. By interconnecting them, it allows the broadcast of DOOH campaigns relevant according to weather conditions, geolocation as well as traffic types and flows. The Cenareo solution dedicated to the management of outdoor digital signage works in synergy with the Hivestack and VistarMedia SSPs, in order to take advantage of the performances of programmatic buying. Screen owners thus value their available spaces to generate additional revenue, while guaranteeing a high ROI for customers.
The best DOOH campaigns in the history of advertising
Many retailers and brands use DOOH campaigns to promote their products or services. They rely on the capacity of a DOOH campaign to share highly targeted, impacting and interactive advertising, with content that can be adapted to the context and the audience, with moving targets.
McDonald's
During the summer of 2019 in the United Kingdom, the fast-food brand McDonald's broadcast a DOOH advertising campaign that adapted to weather conditions in real time. Thanks to the digital signage and to the sensors located on the screens, McDonald's promoted two signature frozen drinks, strawberry lemonade and Millionaire's Frappe. When the air temperature exceeded 22°C, the broadcast loop was activated to promote these drinks with animated video content. This is a great example of DOOH campaign contextualized with the environment of passers-by, relying on meteorological data to maximize the effectiveness and relevance of the campaign to promote its drinks.
Watchmen
To promote the release of the “Watchmen” series, the HBO channel made an impression with a DOOH campaign differentiating based on augmented reality on the streets of New York. The digital signage screens placed on the bus shelters detected the arrival of passers-by, then warned them that an octopus shower — in reference to a scene in the trailer of the series — was imminent. The surrounding space was filmed using an integrated camera and broadcast on the screen, while the octopus rain was integrated into the outside environment in real time. The DOOH campaign also included countdowns to the first episode airing. This interactive campaign put the viewer into the abyss, to project them into the universe of the series. It made it possible to take advantage of the waiting time of passers-by who wanted to use public transport to surprise them, captivate them and offer them an entertaining experience that will make them want to watch the series.
Spotify
To support and promote the release of the new album by singer Maren Morris entitled “GIRL”, Spotify has deployed a DOOH campaign in iconic streets of Los Angeles, Toronto, Toronto, Dallas or even New York. This operation was based on the real-time distribution of Internet users' publications on social networks posted with the hashtag #SHAREYOURCROWN, like a social wall. A Snapchat filter was created to mark the announcement of the release of the artist's second album. Users were invited to take a crowned selfie using the filter and then to share the result using the hashtag. Their posts were then relayed on monumental billboards placed in high-traffic areas. This campaign generated a strong commitment by capitalizing on the unifying power of social networks.
nike
Nike offered a new and immersive experience to visitors to its stores in several cities in Asia, with the DOOH campaign Nike React 2.0 A treadmill was positioned in front of digital signage screens in points of sale. Visitors had the choice to opt for one of the three routes offered by the brand. The screen and the treadmill worked in synergy, in order to recreate the conditions of the route chosen by the visitor. In addition, sensors and a camera made it possible to distinguish the movements of the runners during their race. The aim of the animation was to make the participants run while making them interact with the screen by raising their arms to be able to collect medals. This operation made it possible to offer a real phygital experience, combining physical effort in the real world and gamification thanks to digital technology.
Do you have a fleet of dynamic signage screens outside or in a point of sale and want to promote it? With the Cenareo solution, manage your screens from an ergonomic and easy-to-use platform and contextualize the distribution of advertising content to increase their impact tenfold.
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