10 Aug What Is DOOH Advertising
What is DOOH Advertising? Exploring the World of Digital Outdoor Advertising.In today’s digital age, traditional advertising methods are evolving to keep up with the ever changing consumer landscape. One such evolution is the rise of DOOH advertising, also known as Digital Out-of-Home advertising. This innovative form of advertising combines the power of digital technology with the impact of outdoor advertising, creating a dynamic and engaging experience for consumers.
What is DOOH?
DOOH advertising refers to the use of digital screens and displays in outdoor locations to deliver targeted and interactive advertisements. These digital screens can be found in various public spaces such as shopping malls, airports, bus stops, train stations, busy roadsides, and even on the gable end of buildings. With their high-definition displays and interactive capabilities, DOOH ads have the ability to capture attention and deliver messages in a more engaging and memorable way.
The Advantages Of DOOH Advertising
One of the key advantages of DOOH advertising is its ability to reach a wide and diverse audience. Unlike traditional OOH, which relies on static posters, DOOH ads can be dynamic and adaptable. This means that advertisers can display different messages or content based on factors such as time of day, location, or even weather conditions. This level of customisation allows brands to target specific audiences and deliver more relevant and personalised messages.Moreover, DOOH advertising offers a level of interactivity that traditional billboard advertising simply cannot match. With the integration of touch screens, motion sensors, and even facial recognition technology, DOOH ads can engage consumers in a way that goes beyond passive viewing. For example, a digital 6 sheet at a bus shelter could allow users to interact with the advert by playing games, answering quizzes, or even making purchases directly from the screen. This interactive element not only captures attention but also creates a memorable and immersive experience for consumers.Another advantage of DOOH advertising is its ability to provide real-time updates and dynamic content. Unlike static billboards that require manual changes, adverts can be updated remotely and in real-time. This means that advertisers can easily change their messages, promotions, or even display live social media feeds to keep the content fresh and relevant. This flexibility allows brands to stay agile and adapt their messaging to current trends or events, maximising the impact of their advertising campaigns.
DOOH DataFurthermore, DOOH advertising offers valuable data and analytics that can help advertisers measure the effectiveness of their campaigns. With the integration of sensors and cameras, advertisers can collect data on consumer behaviour, such as the number of views, dwell time, and even demographic information. This data can then be analysed to gain insights into consumer preferences and optimise future advertising strategies. This level of data-driven decision-making ensures that advertisers can make informed choices and maximise the return on their advertising investments.
Designing An Advert For A Digital Billboard
When it comes to designing an advert for a DOOH (Digital Out-of-Home) billboard, there are a few key factors to consider to ensure your message stands out within the digital landscape. With the growing popularity of Digital outdoor advertising, it’s important to create a visually captivating and engaging advert that grabs attention and leaves a lasting impression on viewers.
First and foremost, keep in mind that DOOH billboards are typically viewed from a distance and in various lighting conditions. Therefore, it’s crucial to use bold and high-contrast colours that are easily visible and legible from afar. Avoid using intricate details or small fonts that may get lost in the visual noise.
Additionally, consider the dynamic nature of DOOH billboards. These digital displays often rotate through multiple ads, so it’s essential to create a design that captures the attention on consumers quickly. Use eye-catching visuals, compelling headlines, and concise messaging to convey your brand or message effectively within a short span of time.
Furthermore, take advantage of the interactive capabilities of DOOH billboards. Incorporate elements such as motion graphics, animations, or even interactive touch screens to engage viewers and create a memorable experience. This interactivity can help increase brand recall and encourage audience participation.
Choosing The Right DOOH Advertising Locations
Finding the perfect location for your Digital Out-of-Home advertising campaign is crucial for its success. When selecting a location, you must consider several factors such as traffic counts, target audience demographics, and visibility. Look for areas where your target audience frequents, such as shopping malls, transport hubs, or busy city centres. Analyse data on consumer behaviour and demographics to identify the most suitable locations. Additionally, consider the visibility of the digital screens and their positioning to ensure maximum exposure. By finding the right DOOH advertising location, you can effectively reach your target audience and maximise the impact of your campaign.
Different DOOH Sizes And DOOH Specs
Understanding the different screen sizes and specifications is essential for creating impactful and visually appealing campaigns. DOOH screens come in various sizes, each with its own advantages and considerations.
The most common DOOH screen sizes range from small to large formats. Small formats, such as 10-15 inches, are ideal for locations with close proximity viewing, like bus shelters or retail displays. These screens are perfect for delivering targeted messages to a specific audience.
Medium-sized formats, typically between 32-55 inches, are versatile and can be used in various environments, including shopping malls, airports, and train stations. These screens offer a good balance between visibility and cost-effectiveness.
Large formats, ranging from 70 inches and above, are impactful and attention-grabbing. These screens are often found in high-traffic areas like city centres or major A Roads. Large-format screens provide maximum visibility and are perfect for delivering bold and captivating content.
When designing your DOOH campaign, it’s crucial to consider the screen size and resolution specifications. Ensure that your content is optimised for the specific screen size to maintain visual quality and legibility. Pay attention to aspect ratios, pixel densities, and file formats to ensure compatibility and optimal display.
Examples Of DOOH Advertising
Digital Out-of-Home has opened up a world of creative possibilities for brands to engage with their target audience in innovative ways. Here are a few inspiring examples of DOOH advertising campaigns that have made a lasting impact:
1. Coca-Cola’s “Share a Coke” Campaign: Coca-Cola used DOOH screens to display personalised messages, encouraging people to share a Coke with their loved ones. The campaign utilised real-time data to display names of people passing by, creating a personalised and interactive experience.
2. Spotify’s “2018 Goals” Campaign: Spotify leveraged DOOH screens to showcase humorous and relatable user data insights. The campaign displayed quirky messages like “Dear person who played ‘Sorry’ 42 times on Valentine’s Day, what did you do?” This creative use of data-driven content sparked conversations and increased brand awareness.
3. British Airways’ “Look Up” Campaign: British Airways used DOOH screens to display a child pointing at actual planes flying overhead. The screens showed real-time flight information, capturing the attention of passersby and creating a sense of wonder and excitement.
These examples demonstrate the power of DOOH advertising to captivate audiences, deliver personalised messages, and create memorable experiences. By embracing the creative possibilities of DOOH, brands can connect with their target audience in unique and engaging ways.
Final Thoughts
In conclusion, DOOH is revolutionising the world of outdoor advertising by combining the power of digital technology with the impact of large displays. With its ability to reach a wide audience, provide interactivity, deliver real-time updates, and offer valuable data insights, DOOH advertising is becoming an increasingly popular choice for brands looking to engage consumers in a dynamic and memorable way. So, the next time you’re out and about, keep an eye out for the captivating and interactive DOOH ads that are transforming the advertising landscape.
Would you like help planning an DOOH advertising campaign?. Please get in touch – matt@seenoutdoor.co.uk / 01202 670687