Effectiveness of outdoor digital advertising – 4 key questions from advertisers

In the landscape of today's ever-evolving world, it's evident that digital advertising reigns supreme as an increasingly popular and potent strategy for captivating audience attention.

At the forefront of this digital revolution lies advertising on digital signage, a realm brimming with boundless possibilities for advertisers. Yet, before embarking on a campaign across digital billboards, advertisers often find themselves grappling with questions surrounding the metrics and gauging the efficacy of their advertising endeavors. Let’s delve into some of these queries and unveil how digital signage software can serve as the guiding beacon in addressing them.

 

1. How to measure the effectiveness of digital signage?

 

One of the most common questions from advertisers is how to measure the effectiveness of an advertising campaign on a digital billboard. Various metrics are used for this purpose, such as the number of views, interaction time with the advertisement, conversion rates, and others. Digital signage and video wall software help collect this data and analyze it to determine the campaign’s effectiveness.

 

2. How to track the audience and their reaction to the advertising?

 

Another important question is how to track the audience and their reaction to advertising on digital billboards. Digital signage software is capable of collecting audience data, such as age groups, gender, location, and other characteristics, allowing advertisers to adjust their campaign more effectively.

 

3. How to ensure maximum visibility of advertising on a digital billboard?

 

Advertisers also need to ensure maximum visibility of their advertising on digital billboards. This may include optimizing the placement of billboards, choosing optimal time slots for displaying advertisements, as well as using bright and attractive images and videos.

 

4. How to ensure targeted advertising?

 

Targeted advertising is another important aspect of digital advertising. DOOH software allows advertisers to target their campaigns using various criteria such as interests, consumer behavior, and other factors.

 

Let’s delve into the advantages and effectiveness of outdoor advertising to expertly address additional questions from advertisers.

 

Outdoor advertising is currently trending

 

Outdoor advertising has always been highly popular in various business sectors, but after many players exited the Russian market, OOH began to attract even those brands that had not previously used this channel. For example, due to the withdrawal of global platforms from the Russian market, the volume of internet traffic significantly decreased. To diversify the media mix, expand coverage, and achieve business goals, marketers are increasingly turning to Out-of-Home advertising. Moreover, outdoor advertising has great potential for development in regions where operators actively install new structures, especially focusing on digital billboards.

 

In the realm of advertising landscapes, the comparison between outdoor advertising (OOH) and television often takes center stage, scrutinized through the lenses of coverage, cost per contact, and budget allocations.

 

OOH is frequently positioned against television, perceived both by users and brands as a premium channel, leading many companies to believe that it comes with a hefty price tag. However, this perception isn’t entirely accurate: while outdoor advertising does boast expensive premium formats and large-scale federal campaigns requiring substantial budgets, conducting comprehensive or navigational campaigns in one or more cities can be feasible within reasonable OOH budgets. It’s noteworthy that outdoor advertising stands out as one of the most cost-effective channels in terms of cost per contact with the audience, rivalling even television. Moreover, OOH enjoys a premium status among advertising channels, earning the trust of audiences.

 

As technology continues its march forward, the landscape of outdoor advertising undergoes a transformation, courtesy of digital signage software and video wall software, rendering it more interactive and personalized. Leveraging digital signage players enables the creation of top-notch video content that captures audience attention, ultimately leading to more efficient utilization of budgets for DOOH advertising.

 

The advent of a centralized video management system facilitates real-time monitoring and content management, enhancing the flexibility of advertising campaigns and aligning them more closely with the needs of the target audience. Embracing innovative solutions in the realm of DOOH not only enhances audience engagement but also unlocks new vistas for advertisers to achieve their marketing objectives with unparalleled precision and efficiency.

 

Market analysis of digital out of home (DOOH) and video advertising in the USA

 

It is expected that the market size of digital out of home (DOOH) advertising will reach $23.06 billion in 2024 and will reach $46.79 billion by 2029, with an average growth rate of 15.20% during the forecast period (2024-2029). Due to the effectiveness of digital out of home advertising in reaching a wide audience, its use is becoming increasingly widespread, which will contribute to market expansion over the specified period.

 

The expected increase in urbanization and infrastructure development worldwide will also support market growth during the forecast period. At the same time, increased spending on outdoor advertising in various sectors will contribute to market expansion due to the ability to display multiple advertisements on one screen.

 

Digital out of home advertising is gaining popularity in the advertising world as it increases brand recognition among consumers and complements brand advertising campaigns on other channels, which is also expected to contribute to market growth. Additionally, as people spend more time outside their offices and homes, outdoor advertising allows companies to regularly and quickly reach a large number of people, stimulating market growth during the forecast period.

 

Furthermore, the development of digital signage software and video wall software is becoming a crucial factor in enhancing the effectiveness of DOOH advertising. Modern solutions, such as digital signage players and players, provide broader opportunities for customizing advertising messages and adapting them to the needs of the target audience. This, in turn, increases brand awareness and the effectiveness of advertising campaigns.

 

Technologies such as centralized video management systems allow for the management of large DOOH networks from a single center, significantly simplifying the deployment of national and international advertising campaigns. Such innovations not only expand targeting opportunities but also increase the overall attractiveness of digital out of home advertising for advertisers seeking to interact with their audience effectively and dynamically.

 

Wi-Fi analytics for DOOH

 

Wi-Fi sniffers installed on advertising structures collect real-time information about traffic flows based on millions of unique MAC addresses of personal devices (smartphones). It is not necessary for a smartphone to connect to the open Wi-Fi network of the sniffer; it is sufficient for Wi-Fi to be activated on the smartphone. There are several advantages for DOOH: the ability for temporal and geographical targeting, variability of advertising messages, traffic analysis, collection of MAC addresses of phones, and more.

 

Using Wi-Fi allows for more accurate audience measurement, using big data from various providers of location and audience data, providing advertisers with the opportunity to make advertising messages more personalized. Data sources partners include telecom operators and aggregators of location data from mobile devices.

 

Data collection occurs anonymously. Data mining occurs continuously, even if the user has turned off geolocation on their devices. Partners provide data in real-time, while the location is determined by the telecom operator, mobile application on the end device, or registered by a Wi-Fi sniffer on the structure.

 

Platforms can aggregate data about the entire audience in the city, calculate traffic loads on roads and the speed at which transport moves. The central server with the software separately maintains an audience database, storing information about the advertising surface and the content that needs to be broadcast. By combining this information with audience traffic characteristics in this location, the platform allows for evaluating the effectiveness of each billboard and assists with targeting.

 

Innovations in DOOH targeting

 

In the realm of Digital Out Of Home (DOOH), a revolutionary wave emerges: targeting technologies. Gone are the days of casting a wide net and hoping for the best. Now, advertisers wield the power to pinpoint their audience with unprecedented accuracy, leveraging a mosaic of criteria including geography, demographics, interests, and even behavioral nuances. Picture this: colossal DOOH networks deploying sophisticated data analytics, orchestrating the perfect symphony of screens and schedules, choreographed to the rhythm of human traffic and individual preferences.

 

These breakthroughs in targeting not only turbocharge advertising budgets but also refine them to a laser focus, ensuring every message hits its mark with precision. It’s about connecting with the right people at the right time in the right place. The result? Elevated conversion rates, amplified brand engagement, and a bottom line that sings with success.

 

In the grand tapestry of DOOH, these innovations are threads that weave together a narrative of opportunity. Advertisers now stand on the cusp of a digital frontier, armed with tools that promise not just effectiveness but efficiency in engaging their audience like never before.

 

Advision is a Content Management System for remote management and media planning 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.

 

Contact us, and we will help you implement the most modern technologies to solve your problems!

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