Digital out of home advertising networks can be found in many places including your local breakfast diner, a doctor’s office, or even on gas pump toppers.
Out-of-home advertising is focused on marketing to consumers when they are ‘on the go’ in public places or specific commercial locations.
Digital-out-of-home (DOOH) refers to placed-based networks in venues. DOOH networks feature addressable screens, kiosks, e-boards and other devices. DOOH media helps to target customers and/or audiences more efficiently. Coverage waste is reduced by putting the right message in the right environment at the right time to the right target group.
DOOH is a flexible medium that is cost efficient, and allows for the application of measurable tactics.
There is an emerging trend where customers will "pull" information for products and services that they are interested it. This is a paradigm shift from the traditional "push" strategy of consumerism. Consumers are informed, and want to be in control of what they consume and when. DOOH caters to this desire and facilitated this consumer trend, while also acting as an aggregator that can link to sister technologies like smart phones and web applications.
One of the greatest advantages of DOOH is that it allows for the categorization of target markets based on the tier of service they consume on any specific vertical. If they consume 5 star products and we market to them in a 5 star venue, the likelihood of them having an affinity for the higher end product is infinitely larger than the consumers that would be found in a 2 star venue. This segmenting allows for specific targeting. DOOH is flexible: the message, the timing, the offer and the message can all be tailored and fine tuned to result in the desired ROI of the campaign.
DOOH media is made up of different sized screens placed in public and commercial locations where the target audience walks, shops, works, dine, commutes and stays over night. E.g. hospitality, entertainment and retail venues or airports and shopping malls etc
DOOH media is a very cost efficient marketing tool. Hyper targeting results in the message reaching a very specific group, or even a subset of a specific group. The digital OOH rate range lies between USD 1.50 to USD 36.00 per thousand impressions (CPM). The venue’s CPM depends on different criteria like number of screens, length, location, audience etc.