Digital Out-Of-Home Definition
The digital era is now firmly established and the outdoor advertising industry is embracing new technologies alongside traditional forms of media. let's look at what is Digital Out-Of-Home definition.
Digital out-of-home (DOOH) advertising encompasses all forms of electronic advertising delivered through digital screens in public places, including billboards, wall screens, handrails, and bus shelters.
Advertising formats can be static, full-motion video, or interactive. The screens are usually positioned in high footfall areas where advertisers believe they will reach the highest number of target consumers.
The Perfect Definition-
Digital Out-Of-Home Advertising could have a lot of definitions. Some of them are:
In short words, digital out-of-home advertising in the form of advertising which uses digital screens in public places. This leads to a big role for this type of advertisement. Digital OOH will play a primary role in outdoor advertising and hence lead to another term called "out-of-home".
Today's definition says that Digital OOH is an effective marketing medium because, unlike traditional forms of media such as print and TV which have a reach limited by geography and time, DOOH relies on target demographic locations. The interactive element allows brands to build closer relationships with consumers.
Digital signage uses high technology to display advertisements in places where maximum footfalls can be achieved. The screens could be located at busy road junctions or public transport stations. They can be used for delivering messages like "coming soon" and "sale on".
Digital media such as DOOH helps advertisers to get their message across effectively by reaching more viewers than traditional media would allow.
Two types of formats differentiate digital OOH from print and broadcast:
• Real-Time: With a real-time ad a user can interact with the display by choosing specifically what they want to watch from digital out-of-home.
• Non-Real Time: The non-real-time ads are designed to be displayed as a story or some kind of information that guides you through it.
These two formats combined make up the vast majority of all screentime dedicated to OOH advertising in India and this ratio appears set to rise going forward.
Digital out-of-home is widely used globally, including Europe which has 3 times the number of screens as America and 4 times as many as the Asia Pacific. This level of adoption indicates a high level of awareness amongst consumers about screen media. Moreover, digital signage offers brands direct access to their target audience.
Digital out-of-home is gaining popularity in India as well. However, despite its high impact and ability to be customized, DOOH has only recently started to see widespread adoption in India, with media planners beginning to utilize the medium more frequently.
As mentioned, before it provides huge opportunities that are both untapped and underutilized. The economic growth of our country can provide a boom for Digital OOH Ads because many new brands will launch their products which will lead to an increase in demand for advertisements. It also helps marketers reach their desired target audience which results in increased sales.
Why Digital out-of-home advertising?
Digital out-of-home advertising has traditionally been treated as part of the traditional/outdoor medium rather than as a distinct area altogether due to its lack of differentiators from other forms of outdoor media such as billboards and posters. However, DOOH offers several benefits that distinguish it from other outdoor formats:
• Interactivity: With the help of technology, consumers can give feedback or take action on something they like through these DOOHs.
• Measurability: Digital OOH offers extensive real-time reporting capabilities in contrast to traditional outdoor media formats.
• Flexibility: A digital sign can be changed at will, whether it is about the message or content, or time of the day. They can even shift their location overnight if needed.
• Ease of use: Interactive DOOHs is not much harder to install than other traditional types of signage and their maintenance costs are minimal since they require little human intervention after installation.
Another distinctive feature that makes Digital out-of-home definition stand out from its traditional counterpart is its ability to make consumers feel special thanks to its interactive nature, especially when compared with conventional display formats like billboards which tend to create less of an impact on the average viewer. No matter what definition digital out-of-home advertising has, it's a very efficient, attractive, and flexible medium that has a great future ahead. The arrival of digital technology has completely transformed the way businesses achieve their marketing objectives.