Digital Out of home advertising – what is it and different ways to do it
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In recent years, it has been noted that the hub of advertising has been digital media, which was earlier focused on offline advertising, like public boards, banners, hoardings, and posters.
The growing influence of digital mediums and their popularity among people has made advertisers find ways to make offline advertising more exciting and impactful that can provide maximum results.
This has given rise to the term Digital Out-of-Home advertising.
What is Digital Out-of-Home Advertising?
Firstly, let’s understand what out-of-home (OOH) advertising is. OOH is offline visual advertising that takes place in outdoor spaces, mainly public spaces. It is also known as outdoor advertising or outdoor media. Billboards, hoardings, posters, etc., are necessary forms of OOH advertising.
Digital out-of-home advertising is when advertisers use digital channels and mediums in their OOH advertising activities, like installing a digital display screen instead of billboards.
DOOH advertising takes OOH by including tracking, real-time monitoring, digital media attributes, Adtech, customizations, interactivity, performance measurement, and more.
4 Future trends on DOOH Advertising
Here we have accumulated the five trends that will reshape the way outdoor advertising is done.
- Social Walls Powered by UGC
User-generated content has been identified as the future of content marketing in the coming years as it is the most exciting and engaging form of content for people.
So, when the UGC is highly engaging and interactive, it would be hugely beneficial to display it in your DOOH advertising using social walls.
A social wall is a feed of user-generated content collected from different digital platforms into a single meal and displayed on digital screens. Social media aggregators like Taggbox specialize in creating, customizing, and communicating social UGC walls as a DOOH campaign.
These social UGC walls will be beneficial in building trust, authenticity, and reliability for your advertising campaigns. Besides, the viewers will also be highly interested in engaging and interacting with your DOOH advertisements leading to maximum returns.
- Offline Personalization
Creating personalized advertisements on digital platforms is pretty easy as you can monitor the users’ activities and data mining. But technology has become advanced enough to bring this personalization to an offline environment.
With the help of technologies like artificial intelligence, image recognition, tracking, motion sensing, virtual reality, and many more, you can create a personalized digital out-of-home advertising campaign.
These technologies have already become so advanced that they are measuring/analyzing human emotions, facial expressions, movements, or actions.
Having access to these human attributes, outstanding DOOH advertising campaigns can be created that will attract a tremendous amount of audiences and their involvement with the movement.
The key is to give value to the audience through your campaigns, either in the form of entertainment or valuable information, so audiences have a reason to engage and interact.
- Devices Integration
Digital media and the internet have connected the world where mobile devices or other devices are interconnected. With DOOH advertising, device integration can be leveraged to the next level.
The device integration is relatively easy and effective with the availability of the internet, so you can turn the DOOH campaign into a multichannel advertising campaign where the exposure and reach can be magnified exponentially.
You can create tailored campaigns triggered when the audience is within the radius of your DOOH advertisements. This highly personalized and targeted advertising will result in maximum audience engagement and amplified effectivity of the advertising campaigns.
When you think of digital advertising, you must make use of the maximum possible channels and interlink them to amplify the impact of your advertising.
- In-store Outdoor advertising
DOOH advertising does not necessarily mean that it will only take place in public spaces, but it can also be done In-stores. We see many times that posters or billboards have been put up in stores.
So, these can be replaced with digital display screens to make them more effective, influential, and engaging for the audience. Believe it or not, In-store digital displays can be more fruitful than any other form of advertising.
You can install digital restaurant displays to showcase menus, offers, highlights, specials, or even advertisements. For hotels or other hospitality businesses, it can be used to display the facilities, guides, user experiences, and advertising.
Also, these digital displays can be used in retail stores to upsell, where the users can experience what other people are buying, a buzz of the products on digital platforms, Social UGC, or even sell through the DOOH advertising displays.
These are some of the best ways to leverage DOOH advertising in the future to gain maximum exposure, awareness, and audience engagement that will most positively result in conversions. Check out this Automotive marketing.
The key here is having a campaign worthy enough to gain audiences’ attention, drive engagement, and gratify the audience.
Social UGC walls, Artificial intelligence, excellent placement, and audience involvement are necessary to create a successful DOOH advertising campaign.
So, start creating your DOOH campaign, as it can bring the benefits of digital and offline advertising together to drive the success of your campaigns and overall business growth.