Digital Out-Of-Home Companies
Digital Out-Of-Home Companies advertising is becoming an essential part of most companies' overall advertising strategy.
And with the rise of new technologies and platforms, there is a growing number of companies who utilize digital screens to make their products stand out from the crowd!
Digital signs – called Digital Out-Of-Home – are everywhere: on street corners, in airports and metro stations, as well as on the sides of buildings.
In London for example there are 30,000 monitors linked up to video walls spanning more than five miles. It is said that 80% of those working within one mile from Oxford Street have been exposed to some kind of advertising material on a digital screen.
And looking at these numbers it's easy to understand why so many companies prioritize digitizing their marketing activities through different channels such as Wi-Fi networks or the Internet of Things.
How does it look like for the advertisers?
This is great news for advertisers because Digital Out-Of-Home Companies' advertising provides them with a flexible and personalized way of reaching their target audience. Now, they can deliver content based on geographic location through targeted online platforms such as the Wi-Fi Garden Sensor.
The program allows companies to run ads that are tailored to specific localities; what's more, it notifies businesses when there's a surge in digital activity and enables advertisers to fine-tune their message accordingly.
Digital screens also allow brands to create bespoke adverts by bringing together different types of media intertwined within an advert: images, video clips, and text. Plus, interactive technologies like touch screens or motion sensors give brands the opportunity to offer an engaging experience that makes viewers want to interact with the advert.
Another excellent way of keeping track of the performance of different ad units is to use real-time analytics; this allows companies to monitor how users interact with their content, which is essential in order to be able to optimize campaigns and make sure that they are efficient regarding reach and conversions. It also helps advertisers build better user profiles (which is key for understanding where people spend the most time).
Companies who think smart-
A company called Mediaocean has developed a tool called Revuze which maximizes the potential of DOOH ads by combining data from over 500 sites all around the globe, allowing agencies and brands to monitor for unsolicited activity, troubleshoot issues in real-time, maximizing space utilization while saving costs.
According to Chris Halsall, managing director at Mediaocean: "We take all of the data from different screens and turn it into an API which is sent to a dashboard integrated with most media agencies' existing tools. We make sure that clients aren't bombarded by unnecessary reports; instead, they receive valuable information in real-time they can use to adjust their campaign."
Another benefit for advertisers when using digital out-of-home advertising platforms is that they are able to expand their reach without increasing their budget. This happens because companies tend to invest more on DOOH platforms than traditional ones; therefore, they pay less per unit (CPM) but need higher quantities.
The overall result is that overall costs go down while reaching bigger audiences. The reason why companies are investing more is that there are still not enough screens around to help advertisers reach their target audience.
That being said, the growth of DOOH has been tremendous in recent years. Companies like Guochuan are helping digital out-of-home companies to acquire content providers. More specifically, Guochuan has created a marketplace that helps companies looking for content connect with those who have it.
This way, content owners can sell their material to advertisers while keeping more control over how it is used because they are the ones who choose where their product will be displayed.
Another company called Screen6 offers out-of-home advertising solutions through an online platform which simplifies the buying process and helps advertisers acquire content from a wide range of producers. They have developed a platform where every piece of digital material gets assigned a unique tracking code – this means that brands can manage campaigns across different ad units by monitoring their performance in real-time.
And it's not only in the US: in China, for example, digital screens are used to promote political agendas and boost savings; this has led to a significant rise in advertising around the country, with over 300 million people exposed to billboards or TV advertisements every single day!
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