It combines the best of digital and outdoor advertising, bringing revenue and wide coverage to the brand. In this article, we will explore how DOOH works and its benefits for businesses.

How DOOH Advertising Benefits Businesses

DOOH (Digital Out of Home) is targeted outdoor advertising that includes digital billboards on streets, screens in subways, shopping centers, and airports.

The primary advantage of DOOH advertising is its broad reach. Large billboards are visible to many people simultaneously, and in busy locations, thousands of passersby will see them throughout the day. Even greater coverage can be achieved in places of public events.

DOOH advertising serves as an additional channel for brand presence. To prompt a person to make a purchase or other targeted actions, several touches are needed, such as watching a YouTube video, clicking on an ad, and visiting an offline store. DOOH advertising becomes one of these touchpoints, expediting the customer’s journey through the sales funnel.

The final advantage lies in the absence of ad blockers in real life, at least for now. Attempts have been made, like in 2015 when a student named Jonathan Dubin created AR glasses that obscured outdoor advertising. While the idea was interesting, it did not gain traction. Currently, DOOH continues to operate successfully and brings tangible benefits.

Launching DOOH Advertising Campaigns

If you know how to set up advertising, you can launch DOOH campaigns independently through the myTarget platform. The targeting settings are similar to those for regular online advertising, including factors like gender, age, and interests.

Currently, the only payment model available is OTS (Opportunity to See). This metric represents the number of advertising contacts — people who passed by the billboard and could potentially notice it. The advertising campaign is optimized based on this metric.

You can select specific billboards, cities, or mark display areas on the map. Alternatively, businesses can approach outdoor advertising operators or billboard owners directly, though this may limit the options for displaying ads compared to using myTarget. Additionally, the cost of direct purchases can be inflexible, as on advertising platforms, the promotion cost depends on competition and effectiveness.

Targeting in DOOH Advertising

DOOH observes people passing by billboards and displays advertisements based on the preferences of the majority.

How are the interests of passersby determined?

Equipment for Wi-Fi monitoring is embedded in billboards, collecting device IDs nearby and finding information from open sources based on these identifiers. All data is anonymized, complying with data protection laws.

DOOH advertising also targets based on weather and time of day, allowing for more precise alignment with the interests of passersby and creating a WOW effect.

For example, a coffee shop chain launched a DOOH campaign with various creatives based on weather and time of day. In the morning, people see the ad: Start your day with coffee. On a rainy day: Shelter from the weather in the coffee shop. In cold weather: Warm up with our new coffee with chili.

Advertising adapts to user interests, capturing attention and sparking a desire to visit the coffee shop.

Targeting for the majority may not be as precise. Therefore, brands with a narrow target audience may find it challenging to hit the mark. However, it is possible to promote products and services that are widely used, such as restaurant chains, marketplaces, and clothing stores. Mobile applications are also promoted through advertisements, sometimes including QR codes for downloading.

Challenges of DOOH Advertising

DOOH advertising is effective primarily in large cities. In places with a small population, the reach is limited, and it takes longer for advertising to pay off. The same people see the ads repeatedly, and creative fatigue sets in quickly.

In a large crowd, there is a higher probability of overlapping interests. In a less busy area, all passersby may have different interests, making targeting less accurate.

Evaluating the effectiveness of DOOH advertising is more challenging. While online ads can be tracked in real-time, analyzing the entire user journey, DOOH relies on estimates. Determining whether a passerby viewed outdoor advertising is more challenging. Estimates are based on Wi-Fi targeting, street congestion, and other factors, making it difficult to gauge the actual viewership.

In theory, DOOH could identify passersby through facial recognition for precise measurement, but this poses privacy concerns and is unacceptable. Information could fall into the wrong hands and be used for criminal activities, jeopardizing user security and the reputation of brands and agencies running the ads.

Conclusion

DOOH advertising provides extensive coverage and expands brand presence. It incorporates targeting based on interests, weather, and time of day, making offers more personalized. Thus, DOOH combines the benefits of traditional outdoor advertising with performance advertising.

However, DOOH still faces challenges in targeting and analytics. As a relatively young format, changes and improvements are expected. It is crucial to ensure that privacy is not compromised, addressing the concerns of users and the entire advertising market.

Digital signage software, DOOH software, Digital Out Of Home (DOOH) and Video Advertising, DOOH Networks, DOOH Display Solutions, DOOH Advertising, Screen Software, Digital Signage Player play vital roles in the development and management of DOOH campaigns. They encompass tools for content creation and editing, timing of ad displays, and analytical capabilities for assessing campaign effectiveness. Additionally, this software facilitates remote content management on digital screens, real-time content changes, and adaptation for different locations.

One noteworthy aspect to consider is the use of software for developing and implementing interactive elements in DOOH advertising. This could involve incorporating touch features on screens, QR codes for additional information, or even interaction with ad content via mobile devices.

DOOH software also streamlines the integration of DOOH networks and enables their extensive utilization. It simplifies content and timing management across various brand touchpoints.

DOOH Display Solutions offer numerous possibilities for creative approaches to advertising campaigns. Leveraging advanced technologies such as artificial intelligence can enhance the personalization of ad content and ensure higher interaction efficiency with the audience.

For successful implementation of DOOH advertising and the associated software, it is crucial to consider legal aspects and ensure data confidentiality. Laws and regulations related to advertising and data collection may vary across countries, and companies must adhere to established standards to prevent potential legal violations.

In major cities, where DOOH has the most significant potential, infrastructure and competition must be taken into account. Strategic placement of ads, collaboration with renowned outdoor advertising operators, and choosing the right screen formats can determine the success of a campaign.

In conclusion, DOOH and digital signage software represent powerful tools for brands and advertisers seeking to reach a large audience and ensure high interaction levels. Only with the proper utilization of technologies and consideration of all aspects of this field’s development can significant success be achieved in the realm of digital outdoor advertising.

Advision is a cloud-based Digital Signage software for remote control and scheduling of broadcast video and audio content. We help offline businesses and advertising companies automate workflows and implement a robust Digital Signage infrastructure using our own software and hardware solutions.


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