Digital Out of Home Networks
Digital out-of-home networks -- or 'DOOH' for short -- are, in some ways, the more crucial cousin to interactive digital signage. Because while many organizations have invested in putting up displays and using them to display advertising and other promotional content, they often fail to maximize the true potential of these networks.
What are digital out-of-home networks?
DOOH is a general term for digital media networks that are fully or partially out of the home. That means they're not limited to the four walls of an office, retail store, or restaurant; they can be placed at points of sale, on moving vehicles and so much more.
The majority of DOOH networks are designed with the needs of advertisers in mind. However, with the advent of programmatic advertising and the Internet of Things (IoT), it's now possible to use these networks for far more than just displaying ads.
For example, retailers can use DOOH networks to show real-time product availability or to give customers information about where they are in a store. Digital advertising networks, meanwhile, can distribute video on demand to make sure customers are seeing the latest content.
Making DOOH more useful
The beauty of digital out-of-home networks is that they can be used by practically any type of business or organization. And because they're so versatile, it's easy to integrate them into new technology platforms.
For example, retailers can use DOOH networks to show real-time product availability or to give customers information about where they are in a store. Digital advertising networks, meanwhile, can distribute video on demand to make sure customers are seeing the latest content.
What's the difference between digital out-of-home networks and regular out-of-home displays?
The primary difference between a DOOH network and a regular digital signage deployment is that DOOH networks are built for interaction. Sure, you can put up a sign and have people click on it to get more information, but with a DOOH network, you can go beyond that. You can use it to gather data about customers, to drive sales, or to provide customer service.
The possibilities are practically endless.
Here are some possible uses for a DOOH network:
•Gather data about customers to gain insight into their habits and preferences
With some basic analytics, you can learn all kinds of things about your customers. How long they look at the screen, where they're looking, how far down the page they scroll, and whether they click on any of the links. This data can help you to better target your content, to increase engagement, and even to improve your overall sales.
•Use DOOH to drive sales
If you're using DOOH as part of an in-store marketing campaign, you can use it to drive customers towards specific products or to drive them to a certain section of the store. This can be especially effective with interactive media because people have been trained from years of playing video games to click on things that they see on-screen.
•Offer customer service via DOOH networks
When a problem arises in the store, you can immediately address it by putting up a message on the DOOH network. This can help to minimize the impact of the problem and to keep your customers happy. You can also use it to provide helpful information, such as how to find specific products in the store.
Why is DOOH all the rage?
By understanding the different ways that you can use a DOOH network, you can start to see just how powerful they can be. With the ability to gather data about customers, drive sales, and provide customer service, a DOOH network can be an essential part of your marketing strategy.
As you can see, DOOH networks are not only able to provide additional revenue for retailers and other companies that own them, but they can also be used to improve the customer experience. And in an age when customers are increasingly expecting more personalized service, there's no reason not to act on this information.
Digital out-of-home networks are no longer just putting up ads. They can be used to provide helpful information to customers while also increasing sales and improving the customer experience. All you have to do is figure out how your business can use DOOH networks most effectively. When thinking about your next digital signage deployment, be sure to consider a DOOH network as part of the mix. It can provide you with the ability to reach out and connect with your customers in ways that you never thought possible.