Candice Simons has a featured article on Target Marketing.
Digital out-of-home advertising (DOOH) is one of the fastest growing and interactive forms of advertising around.
When done correctly, digital out-of-home advertising is accepted more than any other type of advertising due to its advancements. It is not only a selling tool, but a way for advertisers to interact with their clients.
With digital advertising, comes the concern that audiences will be able to turn off the advertisement. However, with DOOH this is not the case. These types of advertisements can’t be turned off and are hard to ignore.
Digital out-of-home offers innovative technology and powerful software that makes digital out-of-home ads a force to be reckoned with.
Here are the most noteworthy trends to keep an eye out for:
1.Data-Driven Advertising
Integrating live-streaming into digital displays gives clients with the ability to provide audiences with real-time information. Giving updates on events such as the scores of sporting games or voting polls, gives audiences a clear picture of the “now.”
Although traditional out-of-home advertising is the top medium used to create lasting impressions with clients, DOOH takes this to the next level. Combining data and technology with a general marketing campaign takes advertisements from visual to experience.
2.Visual Experiences
When companies make the mistake of not incorporating out-of-home into their marketing campaign, they miss out on a great way to deliver strong visuals.
People are incredibly receptive when it comes to visuals. For this reason, digital ads care a captivating way to provide direct experiences for consumers.
Out-of-home gives clients the ability to reach audiences at bus stops, in taxis and on their routes of daily commute. This has a major impact on consumers as they are exposed to OOH ads so often, they unconsciously influence them. This is especially true when paired with mobile advertising.
3.Smart Ads Through Smart Phones
Statistics show that nearly 70 percent of Americans are smart phone users, making them the most convenient way to connect with audiences. The way to do this, is through installing beacons on digital advertisements.
Beacons are real-world data generators that give clients the opportunity to turn advertising locations into signals that market directly to their target audience. By integrating beacons into DOOH, brands can engage in real-time with consumers.
4.Brand Building the Right Way
Taking advantage of new technology and measurement platforms is an accurate way to analyze brand data and allows consumers to connect with the right audience. Out-of-home advertising is the catalyst of brand building by giving brands the ability to reach large target audiences by marketing to their specific behaviors.
5.Ads That Mean Action
OOH advertising is a tried and true method in getting audiences to take action. Engaging with consumers through a combination of OOH and mobile devices, means engagement is at the fingertips of target audiences.
Consumers are always turned on and on-the-go. This gives OOH the unsurpassed ability to bridge the gap between audiences and brands that drives action from consumers. It is without a doubt that anyone who includes OOH into their marketing mix will surely benefit
