Digital Out-Of-Home Screens
DOOH advertising is an innovative new advertising platform that uses digital screens found in public places like airports, gyms, stadiums, and shopping malls. The screens are used to convey advertisements using various methods such as broadcasting or streaming videos, displaying high-quality still images, or presenting targeted messaging based on the physical location of passers-by. DOOH is an acronym for "Digital Out-of-Home" which refers to the many different formats in which DOOH media can be presented (e.g., large-format LED displays in transit stations, standard format LCDs in a movie theatre lobby, small format LCDs in a retail store).
Digital out-of-home exhibits three significant advantages over traditional outdoor advertising platforms:
1) It offers advertisers greater targeting capabilities allowing them to deliver relevant ads with precision accuracy.
2) It delivers high-impact advertising reaching millions of consumers daily, which is especially beneficial for retailers looking to generate customer interest in products or special offers.
3) Digital Out-Of-Home Screens has the potential to change consumer behavior by changing purchase habits by providing more information about products and services via video clips. For example, an ad on a DOOH screen at an airport might advertise a sale that's taking place at a downtown mall. Passengers waiting for their flights could then be persuaded to head downtown after they land instead of wasting time idling at the baggage claim area.
The value consumers are getting from digital out-of-home media justifies the advertising budgets that companies are willing to pay.
Digital Out-Of-Home Screens are used to broadcast advertising videos, images, and messages. The first screens were created by an American company during the 1990s under the name Smart Screen Technology (STN). Later, another company named 'Smart' changed its name to Ad2Screen. Since then, many companies have joined this industry called digital out-of-home advertising.
Nowadays there are thousands of Digital Out-Of-Home Screens across the world in public places such as airports, shopping malls, railway stations, etc. Most of them are specially designed for displaying video advertising content that delivers a rich user experience with full HD resolution. Some others are only showing static ads or live news feeds with lower quality displays due to technical limitations of their hardware components.
The famous worldwide companies currently using digital out-of-home advertising platforms are SONY, Samsung, Nissan, Coca-Cola, and McDonald's.
Digital out-of-home advertising is currently more popular than billboards or posters because these traditional advertising tools can reach only a limited audience which due to huge competition among advertisers usually consists of only one single company. Digital out-of-home enables large audience targeting with precision accuracy and can be highly effective for many different businesses.
Digital screens provide consumers with a variety of ads in various formats which help advertisers to increase customer engagement by providing interesting information or discounts on products and services.
For example, an advertiser (a cafe) may show an ad related to its business (the sale of beverages) at one Digital Out-Of-Home Screens placed in the safe zone where people are passing without their pets, while another one placed near the dog park might feature an ad for desserts and cakes.
This allows customers to get more relevant information that they find useful and enjoy watching during their daily routine activities such as taking a walk or waiting for a bus stop.
On average digital out-of-home ads reach about 95% of the audience in a location where there is a screen. This can be compared to specialty stores which reach about 80% of their target market and traditional newspapers reaching only 30%.
It has been shown that DOOH ads increase the rate of conversion from interested viewers into paying customers for advertisers because people using those screens are likely to have an interest in those products or services. Digital out-of-home advertising also provides businesses with data analytics showing how often an ad has been displayed, when and where it aired, as well as how many people clicked on ads and what reaction they received.
Digital out-of-home advertising helps companies improve brand awareness and recognition by delivering highly engaging content to their target audiences repeatedly over time which results in relationships between advertisers and consumers built on trust. As people get positive feelings from the advertisement displayed, they are more likely to remember the brand and purchase its products or services in the future.
Digital Out Of home screens has been becoming more popular due to being able to show high-definition videos. This has become increasingly beneficial for companies because this form of marketing can be extremely effective for several different reasons.
Not only does it allow companies to increase their sales, but most importantly they can get in touch with their audience and help build a stronger connection between the two parties.
Many digital out-of-home screens are built into public transportation such as buses or trains allowing advertisers to reach a large number of people that they would normally not be able to reach with traditional advertising methods such as billboards or posters.
This is especially important because these types of ads have been seen to be more impactful on consumers than others because they are shown while waiting for something which is usually.