In our world of high-tech, fast-paced digital advertising, it might seem like nothing is less trendy than a billboard ad. Believe it or not, though, this kind of highly visible, highly public advertisement is seeing a resurgence in popularity. It’s all thanks to a media type known as digital out-of-home, or DOOH, advertising.

But what is DOOH advertising, exactly? And how effective can it be? Let’s take a closer look.

DOOH Advertising Explained

Think of DOOH as a more high-tech equivalent of traditional outdoor advertising. Imagine something as prominent as a Times Square billboard, but with the ability to change the ad messaging for each consumer who passes by, leveraging the same advanced target features you might use for your PPC ads.

For a long time, out-of-home advertising has relied on static images, from those conventional billboards to posters and flyers. That may have been acceptable in generations gone by, but in today’s world of custom ad content, it’s no longer what advertisers (or customers) expect.

DOOH leverages the dynamic nature of digital screens, along with programmatic targeting, to ensure public advertising is more creative, more compelling, and more closely aligned with buyer interest and intent.

How Effective Is DOOH Advertising?

Advertisers have seized DOOH as a way to reach consumers where they are most likely to act; indeed, DOOH advertising is powerful because of its proximity, allowing advertisers to intercept targeted consumers at inflection points.

Fast Facts About DOOH

But is there any evidence to suggest that DOOH gets results? The answer is a resounding yes. Consider a recent eMarketer report, which finds the following:

• An astonishing 76 percent of consumers who see a DOOH ad are inspired to take action. This might mean viewing an online video, making a purchase, or visiting a restaurant.
• About a third of these consumers take in-store actions, which is critical given that the majority of shopping in the US still happens in physical stores.
• About three-quarters of consumers have a favorable impression of DOOH ads. And given that ad fatigue is rising, DOOH provides advertisers with an important way to diversify their messaging and their media mix.

The Advantages of DOOH

To get a better sense of what makes DOOH so effective, consider a few specific benefits.

• DOOH advertising allows advertisers to raise brand awareness and to generate buzz via prominently positioned ads, including urban panels, highway billboards, and transit screens.
• This method also makes it possible to integrate brand messaging into consumers’ everyday lives, ensuring ads feel seamless rather than distracting. This might mean messaging in office buildings, at the mall, at the bus station, or at the gym.
• DOOH also provides one of the best opportunities to reach and influence consumers at their point of purchase, including at convenience stores, big box retailers, pharmacies, and grocery stores.

DOOH Targeting Options

The bottom line: More and more advertisers are seeing a significant upside to DOOH investments. But to take advantage of those benefits, it’s crucial to get the audience targeting right. Much like PPC, DOOH offers several options for reaching your desired audience. Examples of DOOH targeting include:

• Dayparting. One option is to change ad messaging according to the time of day. For example, a restaurant can showcase breakfast items during the early hours of the day, then switch to lunch, dinner, or cocktail selections as the day progresses.
• Geotargeting. Another important option is geotargeting, which makes it possible to highlight hyper-localized content with specific relevance to a particular community or demographic.
• Point of interest (POI) targeting. Still another option is to blanket a specific location with a highly relevant message. For example, think about advertising a sports drink by displaying DOOH messaging throughout a local field or sporting arena. This can make it possible to win over an entire crowd of consumers!

Moving Forward With DOOH

For advertisers looking to get started with DOOH, there are a few specific strategies worth keeping in mind. General guidelines include:

• Create dynamic creative content that can be automatically adjusted according to time of day, weather, and other situational factors.
• Engage audiences with interactive screens, including QR codes that consumers can use to access information on their phone or device.
• Consider DOOH as an omnichannel approach, integrating it with your other media mix in a strategic way.
• Make sure you’re working with an ad agency that has a proven track record of working in the DOOH space.

Choose enCOMPASS Agency as Your DOOH Partner

DOOH advertising is an increasingly attractive option for advertisers looking to broaden their media mix. At enCOMPASS, we’re always happy to talk further about the benefits of DOOH, and to provide some strategic guidance. To start a conversation about DOOH and its place in your media mix, reach out to our team at your convenience.