Everyone’s familiar with traditional out-of-home (OOH) advertising. We see it every day, at every corner of our streets. Going a step further, we have digital out-of-home (DOOH) advertising, which is a techy brother of the traditional outdoor advertising we know of.

DOOH campaigns are interactive. They inform, interact, and entertain. Learn more about these moving billboard ads here.

Digital Out-of-Home Signage

While traditional OOH ads rely on static images, such as printed vinyl and posters, digital OOH ads call for a new era of advertising.

We see dynamic screens, changing colours, and motion graphics, combined with programmatic targeting. DOOH has opened new doors to creativity, visibility, and endless opportunities for brands who want to connect with their audience.

We do not say that the importance of traditional OOH advertising has subsided, but DOOH ads take the lead when it comes to delivering more targeted results.

The strategic places for DOOH ads

Do you know what the best part of these digitally immersive ads is? These ads strike a balance and never overwhelm the audience with flashing advertising. They work because, when done right, these ads do not feel like ads.

Placing ads in high-traffic areas

When you think of placing digital OOH ads, think of areas that naturally attract crowds. We are talking about larger-than-life screens that can appear in various shapes and mediums. These places help you create a buzz around your brand, and they have the power to create memorable moments and leave a lasting impression on your audience.

The popular formats of such large-format screens are urban panels, bus shelters, outdoor digital walls, highway billboards, and more.

Placing ads where they are the most relevant

As a marketer and advertiser, you must place your message where it is most relevant. The idea is to make your ad a seamless part of your customer’s daily routine. When done right, these ads will attract your audience without interfering with or intruding on their lives.

You should create a compelling narrative for your advertisement to act as a brand’s storyteller, and you should craft a message specific to the locations and relevance. Strategic places for such ads are office buildings, gas stations, malls, bars, restaurants, universities, and more.

Make the most of place-based media and uncover your brand’s story in the most enticing way possible. Paint brand moments that not only remain but also resonate with your audience.

Point-of-Purchase to Influence Shoppers

Moment buying works best when you want to influence your shoppers. So, you need to tap into point-of-purchase strategies. Almost 70% of buying decisions are made after a consumer enters the store. Some of the point-of-purchase screens are available at big-box retailers, grocery stores, liquor stores, pharmacies, and convenience stores.

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How do you target audiences through DOOH ads?

1. Dayparting

Dayparting means adjusting your content based on the time of the day using time-based data. Some examples of dayparting ads are promoting breakfast options during the morning and advertising sumptuous buffet meals for dinner during the night. In this type of advertising, it is all about your timing.

2. Geotargeting

Geotargeting is nothing but targeting your audience based on location. For example, promoting Indian food items near an Indian community living in the US countryside will work best.

3. POI Targeting

Here, you target your customers in a key location with an opt-in message. For example, think of serving an energy drink at a live sporting event. For an energy drink brand, this is the best way to promote and advertise your brand to a huge audience sitting in the auditorium.

How do you increase the impact of your message?

1. Tailor the message through automation.

DOOH ads work well only when you can personalize your message and content as per the needs of your audience. Honestly, DOOH ads offer dynamic screens, and brands have endless opportunities to tailor messages as per the audience around them at the moment.

2. Weather Marketing to Add Relevance to the Content

DOOH ads help you with weather marketing as well. Using real-time data about weather, you can wrap your marketing messages in layers to trigger the current emotions of the audience.

3. Leveraging Interactive Screens

You can take your marketing to the next level by placing interactive advertising screens. These screens give you the opportunity to establish a live interaction with your brand. It is time to cut the chase and differentiate yourself from your competitors.

Final Word

DOOH is taking center stage in the advertising world. It has an exceptional recall of 82%, and it is no stretch to say that it is the fastest-growing advertising channel. It is predicted that by 2027, 45% of the OOH ad spend will go into DOOH ads.

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