Simply put, it is similar to your everyday outdoor advertising but with digital components or elements used to deliver the marketing message.
Large organisations targeting the mass market, who typically place billboards, will find they can run more engaging, eye-catching campaigns using DOOH and reach a broader audience through advertising in the township locations and taxi ranks. Plus, you can now stay informed as to how your ad is performing.
As per Statista, "Global spending on DOOH advertising is expected to increase to $15.9bn by 2027. In 2019, the growth recorded was $6.7bn." Showing the shift from traditional outdoor, to a targeted digital approach.
1. Traditional DOOH relies on direct sales with the media owners (house/screen) for prime spot bookings and aired accordingly. It is a more time-consuming process than programmatic.
2. Programmatic DOOH takes place through an automated real-time bidding system where it searches for the most relevant ad and displays it.
Whether you go with traditional or programmatic DOOH, there are multiple benefits to transform your outdoor advertising approach. The best is that DOOH has made outdoor advertising more affordable, so an organisation of any size, with any budget, can make use of it:
Use DOOH as another part of your omnichannel marketing approach. Again, broadening your reach and engaging with different target audiences through a channel on which they want to interact on.
Velly Bosega, CEO of Adclick Africa says, "DOOH has made outdoor advertising more accessible for brands as you can book it based upon the budget you have available."
To best describe the limitless capabilities of the creative executions possible with DOOH, let's look at a few big retail brand examples:
Fashion Retailer
With DOOH, you could have an advert showing your hottest summer trend. As the weather changes to cold during the day, the advert will automatically adjust to showcase your upcoming winter options.
Your outdoor ad can adjust from a scene of a vehicle driving in the sunshine, to switching on the car headlights as it turns to dusk.
Display your adverts on various campuses throughout South Africa and serve adverts aimed at students and their parents.
All of the above examples are executed using a LOOP Roadside Network. It is high impact screens that can overlay dynamic content plugging into API's which change the creatives depending on the changes to the environments around the billboards. With weather adjusting adverts and a broader way of reaching your consumer, DOOH can be the competitive edge you need to cut through the advertising noise.
The data behind your DOOH is anonymized and GDPR compliant. And all your Digital-Out-Of-Home adverts are 100% viewable, unskippable, ad-block and fraud-free. Improving your viewability and visibility to the audience.
Here are a few ways Velly Bosega suggests creating some synergy across your digital and DOOH efforts:
Call Adclick Africa to unlock your outdoor advertising potential using premium networks and a creative team to help develop and execute your digital billboard. Adopt a tech-savvy approach to your digital marketing.