Asannouncer, you now have an unprecedented choice of communication solutions to reach consumers. But how do you know where to invest your budget? What proportion should be devoted to digital outdoor display media compared to ads on the Internet? Here you will discover the numerous advantages offered by digital out of home or DOOH in relation to advertising on the Internet and the reasons why this channel is constantly growing.
For businesses looking to communicate in a massive and impactful way, advertising outside and in public places such as shopping centers offers many different types of displays:
- Urban signage that we find in the places we frequent on a daily basis in the city: advertising posters on bus shelters but also on media called “lollipops” which broadcast more and more dynamic content.
- LCD and LED screens and Totems that are most often found in high-traffic places: public transport, transit areas, shopping centers... they offer high quality light supports that highlight your advertisements.
1/ Advantage of DOOH advertising: it reaches a vast audience
Given the decline of classical media (decrease in the number of readers and viewers) and the Fragmentation of audiences on the Internet, reach a large audience can be difficult. Outdoor advertising is one of the few communication channels that can achieve this objective. There is also a lot of evidence that consumers are spending more time away from home than before. So they are more likely to see The ads broadcast outside. The American Outdoor Advertising Association (OAAA) estimates that Americans spend 70% of their time away from home, an increase of 50% over the past two decades.
2/ Programmatic technology makes it easy to buy DOOH media
One of the main advantages of advertising on the Internet is the easy to buy and target that it offers. However, thanks to the programmatic technology, the DOOH has caught up. The use of software and real-time data makes it possible toautomate the sale of advertising space and offers an exceptional level of targeting, service, monitoring and measurement, which is as effective as on the Internet.
3/ Advantage of display advertising: DOOH is targeted, while being non-intrusive
Digitized outdoor advertising displays certainly allow target specific audiences, but the criteria used are more environmental than personal; the advertisements are pertinent, without crossing the line by becoming intrusive. Ad targeting is mainly based on location and time, or on demographics and behaviors identified through the tracking of aggregated anonymous mobile data, for example the direction of travel.
4/ More and more consumers are blocking ads on the Internet
Even if an ad on the Internet is relevant, it can quickly become invasive. When ads are repeated and seem to follow you everywhere you go, “ad fatigue” sets in. This could explain the increased use of ad blockers, used by 22% of British Internet users, 29% of French Internet users and 32% of German Internet users (eMarketer study “Ad Blocking in the UK 2018").
Blocking now extends to mobiles: a study carried out by AudienceProject in fact showed that in 2018, in 8% of mobile sessions, British users used an ad blocker, compared to 2% in 2016.
5/ DOOH can be a useful element in the landscape
Impossible to “block”, the DOOH also offers some benefits for society. Used for advertising purposes, kiosks can also be useful for citizens or tourists. They can thus contain maps, display the latest news or transport news and offer free WiFi access. They can also be a source of income for municipalities.
6/ DOOH makes it possible to reach people when they are most available
In interior spaces such as airports Or the transport facilities where people are mostly busy waiting, use the DOOH for entertain with games and contests or sending them interesting information can be a very effective way to establish a link with the brand. On the contrary, advertising on the Internet is generally considered by users to be a disruptive element in the middle of an activity.
7/ Advantage of outdoor advertising: it offers a presence as close as possible to the point of sale
Advertisers can use the DOOH near the point of sale for attracting customers to the store. The dynamic and flexible nature of digital signage allows brands to use time triggers and environmental to encourage immediate sales. For example, the allergy medication brand Benadryl used screens located near stores that sold its products to indicate pollen density and send alerts when pollen concentrations were particularly high.
Digital signage in points of sale also provides high added value in terms of brand image and store traffic.
8/ Last advantage of display advertising: The DOOH is connected
Because they are digitized, DOOH ads can be interactive. technology NFC And the QR codes allow users tointeract with an ad via their smartphone. Brands can use these systems to participate in a competition in exchange for customer data, to offer vouchers to increase sales, or to offer free content. Sony has thus offered free music downloads via NFC at bus stops as part of a DOOH campaign. In order to strengthen a brand image, businesses can also use DOOH to increase the number of followers on social networks, by asking visitors to follow them and share the content that is displayed on the screen.
Given all of this, it is not surprising that PWC concluded that DOOH was the fastest-growing advertising medium after mobile (PWC study “Global Entertainment and Media Outlook 2016-2020”). By including it in marketing plans, advertisers can use DOOH as a creative and innovative way to reach an audience when they are most available.
The advantages of display advertising in summary:
The main advantages of display advertising are:
- Great visibility : outdoor advertising billboards are large, bright and carefully integrated into the public environment.
- Audience targeting: The location of the screens and the time your ads are broadcast give you a fairly accurate idea of the demographic audiences you are reaching and ad purchases are facilitated by programmatic technology.
- Availability and conversion: The audience targeted by advertising campaigns are in transit areas that are often close to shopping centers: shopping centers, shopping centers, shopping centers, etc.
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