The Power of DOOH Advertising in Your Marketing Mix

Digital Out-of-Home (DOOH) advertising is quickly emerging as one of the most dynamic and effective marketing channels. The market is projected to surpass $39 billion by 2030, underscoring its rapid growth and impact (Grand View Research).

Far from being just a digital version of static billboards, DOOH leverages technology to deliver highly engaging, precisely targeted, and measurable campaigns that reach consumers where they live, work, and play.

If you're not paying attention to DOOH, you're missing a powerful opportunity to connect with your audience in the real world.

The Evolution of OOH: Adding Dynamic, Flexible, and Engaging Content

DOOH builds upon the broad reach of traditional out-of-home (OOH), enhancing it with dynamic and flexible capabilities. Instead of a static image, a DOOH screen can:

• Be dynamic: DOOH media can change throughout the day, offering varied and dynamic content. For example, a brand can promote breakfast specials in the morning, lunch deals at noon, and dinner offers in the evening, all on the same screen.
• Show videos and animations: In addition to static imagery, DOOH screens can display full-motion video and engaging animations, providing new creative options to capture attention in high-traffic areas.
• React to its environment: Advanced DOOH can display messages based on live data feeds like sports scores, local news, traffic conditions, or even current weather, making the ad hyper-relevant to the viewer's immediate context.
• Provide Digital Place-Based (DPB) Opportunities: By having digital screens within specific types of venues like retail stores or airports, DOOH campaigns can reach audiences in contextually relevant environments, allowing advertisers to tailor messages to the mindset and activities of people in those precise locations.

The engaging nature of its content makes DOOH "unskippable", as Clear Channel puts it, standing out in a world saturated with digital distractions that can be blocked or scrolled past.

Measurable Impact and Impressive ROI

DOOH offers robust measurement capabilities that justify investment and optimize campaigns.

Lynnwood Bibbens, the CEO of ReachTV, highlights the importance of great measurement of DOOH screens: "Without the audience research and data, these brands do not make the investment. Without the data and research showing impact they won't continue to make it."

• Audience Measurement: When paired with the right services (like The People Platform) DOOH advertisers can understand not just where a screen is, but who is actually seeing it. This includes demographic data and behavioral patterns of the people who actually see your ad.
• Attribution: Advanced tools can now connect DOOH ad exposure to real-world outcomes. By analyzing mobile location data, advertisers can track how many people exposed to a DOOH ad later visited a specific store. This allows for direct measurement of foot traffic lift and conversion rates. On top of that, leveraging geofencing technology around specific DOOH screens, DOOH-exposed audiences can be retargeted on their mobile devices, creating a seamless cross-channel experience. 
• Ad Impact & Brand Lift: Data indicates an impressive 82% ad recall for DOOH content, making it highly desirable and impactful for brand awareness and consideration. Advertisers and networks can measure things like perception, recall, and purchase intent by conducting studies among exposed audiences and comparing to control groups.
• Flexible Advertising: DOOH provides marketers with a highly flexible advertising option that allows advertisers to optimize their spend and achieve greater reach for their budget.

The ability to measure DOOH performance allows marketers to continuously optimize campaigns, identifying which locations, times, and creatives deliver the best results.

Integration with Omnichannel Strategies

DOOH is no longer a standalone channel; it's a powerful component of an integrated marketing strategy.

• Reinforcing Web & Mobile Campaigns: DOOH can significantly boost the effectiveness of mobile and online campaigns. Seeing an ad in the physical world can prime consumers, making them more receptive to digital retargeting efforts.
• Full-Funnel Impact: While often seen as a top-of-funnel (awareness) tool, DOOH now influences the entire customer journey, from initial awareness to consideration and even conversion.
• Programmatic Buying: This technology automates the buying and selling of DOOH ad space, making it more efficient, targeted, and measurable. Programmatic DOOH allows advertisers to optimize campaigns in real-time and synchronize them with other digital channels for a cohesive, data-driven strategy.‍

Did you know many leading DOOH networks are available in Nielsen Media Impact (NMI)?

The planning tool quantifies the incremental reach delivered by DOOH when added to linear TV and CTV campaigns. This capability is a game-changer that allows agencies to cost-effectively extend reach and optimize cross-platform video performance.

The Future is Bright

The DOOH market is experiencing significant growth, driven by technological advancements and increasing urbanization. Grand View Research states that the global DOOH advertising market is growing at a Compound Annual Growth Rate (CAGR) of 10.7%. This growth is fueled by expanding networks, interactive displays, and the increasing use of data analytics.

As consumer behavior continues to evolve, DOOH will play an even more critical role in reaching audiences effectively.

The Foundation of Trustworthy DOOH

DOOH advertising is a powerful tool for marketers to reach people in dynamic and impactful ways and it is further amplified by quality measurement. Without accurate, complete, and fresh data, even the most innovative DOOH campaigns can fall flat due to lack of key insights.

This commitment to rigorous and high-quality audience measurement is precisely what The People Platform provides. By offering precision-based audience intelligence, we empower media networks to demonstrate the power of their inventory. This ensures that advertisers can confidently make informed media buys, knowing every strategic decision is built on a foundation of unparalleled accuracy and trustworthiness.

"With The People Platform's digital video based impressions we have a reputable comparison across all media helping our network gain a better share of digital and television budgets." — Blake Sabatinelli, COO of Atmosphere

If you're ready to unlock the full potential of your OOH/DOOH network with data you can truly rely on, let's connect.

Let's talk about how our measurement can ensure your brand stays visible and relevant.

Contact us today to make data-backed decisions tomorrow.