What is Digital-Out-Of-Home Advertising (DOOH)?
Digital Out of Home (DOOH) is digital media used for marketing purposes outside of the home. The term digital-out-of-home is usually used in relation to advertising based networks. DOOH advertising includes outdoor signage, digital billboards, and screen networks found in malls and other businesses. The term digital out of home is also usually used in relation to advertising based networks.
Out-of-home advertising, on the other hand, is the traditional non-digital outdoor advertising. Also known as outdoor media or out-of-home media, out-of-home advertising (OOH) is all about messaging your consumers when they’re in public areas, waiting on bus stops, commuting to work, and in specific commercial locations.
These are a few places that use DOOH media:
- Movie theaters
- Shopping malls
- Bus shelters, train stations, and airports
- Medical waiting rooms
- Beside major roads
- Retail stores
Why is DOOH media important?
According to the Bureau of Labor Statistics, an average American spends approximately 8.74 hours a day outside the home engaging in activities such as work, leisure and sports. That’s about a third of the day not spent in the house. Another third of the day is spent sleeping. This therefore leaves advertisers with only a few hours to connect with their audience through magazines, radio, and television.
Outdoor advertising then allows businesses to convey marketing messages to their target audience when less occupied outside home. It’s at this time that most people are receptive to advertising. An example of this would be, when someone is outside waiting for a bus, that’s when an ad at the back of the shelter for a coffee shop can catch their eye.
DOOH media is important as it’s measurable, accessible, effective, and less intrusive as compared to other forms or advertising. It allows businesses to stand out and cut through the noise.
Benefits of using Digital-Out-Of-Home media over traditional media
DOOH advertising is real and powerful:
In the world dominated by clicks, likes, and page views, DOOH advertising appears to be a core media. DOOH advertising cannot be stopped, skipped, blocked (by ad blockers), or viewed by bots. It’s always there for viewers surrounding them with powerful advertising wherever they live, work, shop, travel, and play.
DOOH advertising is real and relevant:
It delivers the right message to the right viewers, at the right place and time. DOOH advertising offers contextually relevant advertising going by location, consumer behavior, and demographics.
DOOH Advertising and Digital Signage Analytics
The DOOH advertising industry is experiencing data revolution. Out-of-home advertising was once considered difficult to measure, but now with digital signage analytics, users get granular information about audience viewership, demographics, and it is even possible to get sentiment analytics. Using data from connected cars, mobile phones, live footage from camera feeds, and GPS devices, digital signage analytics, provides in-depth information about those exposed to DOOH ads. It is also possible to tailor the information to what viewers want and avail it to them when they need it.