How big is the Potential of Digital Out of Home Advertising?
Brief
Digital Out of Home advertising is a dynamically-served visual medium that reaches consumers on the move, with advertising that is targeted, un-skippable, and always above the fold. It remains one of the most underrated forms of marketing. In comparison to online Google ads, DOOH advertising can offer a more effective way to reach the target audience.
DOOH vs online advertising
The basic setting is the same. Brands, businesses are trying to be seen and recognized by the customers.
The distribution channel is the obvious difference for consumers between the two. A less obvious differentiator is the audience reach. A well-placed DOOH ad has a massive audience potential.
For example, an outdoor digital sign placed at the largest Slovenian shopping mall is reaching around 180.000 customers a month. If we take into account that the capital of Slovenia has only 293,822 inhabitants, this number is astonishing.
People counting on imotion Safety Point in BTC City.
Of course, reaching an audience of thousands is of little use if that audience isn’t right for your product. In the past, this was the main issue with OOH. But DOOH technologies, through smarter communication, data-driven campaigns are presenting media buyers with a wealth of opportunities to selectively and effectively target the right people at the right time with the right message.
Omnichannel Marketing
Too often advertising platforms are perceived as competitors. The truth is that the best buck for your money lies in synching and targeting campaigns across the platforms. Omnichannel marketing describes just that. It refers to creating a brand’s presence across multiple channels while ensuring a positive and seamless experience through the customer journey.
OOH campaigns can boost online engagement more than other traditional media. According to studies from Nielsen, an omnichannel campaign drives four times more online activity per ad dollar spent than TV, radio, or print, alone. While the OOH is a clear winner in cost performance.
Online Activations Indexed Against Media Spend
Build Your Own Outdoor Digital Signs Network?
So, outdoor digital signage is a great marketing platform. Properly installed digital signage is boosting brand awareness and growing the customer base. But how to build an outdoor digital signage advertising network? We won’t go into much detail, as it warrants its own article.
The digital signage market is still rapidly growing. Each year there are more signage providers. Solutions are getting more technologically advanced and at the same time easier to operate – plug-and-play solutions. However, a well-known statement is still true: “Outdoor digital signs are not just TVs in a metal box”.
A forward-thinking plan is the cornerstone of any successful digital signage network installation. It’s advised to take tentative steps when rolling out a digital signage network. The sensible approach is to learn about the technology behind outdoor solutions and “trial” a small-scale digital signage network before going ahead with a full-scale installation.
In many cases, network owners are the victim of misinformation and poor advice that often leaves them with bitter experience and a small-scale network that has no capacity to grow.
If you are thinking of buying outdoor digital signs, or you are looking for content management software, Infinitus got you covered.
With more than 15 years of experience, we specialized in making custom products that suit your exact needs.
Let us know what is on your mind so we can determine the necessary steps to meet your goals, whether this means integrating preferred electronics into existing systems or creating a product from scratch.
Our website can be a useful learning tool. Discover interesting articles and case studies about outdoor digital signs in general and the technology behind them.