What is a Digital-Out-Of-Home Advertising (DOOH)?
Digital out of Home is a new digital media platform used for outdoor marketing and advertising purposes. The term digital out of home is considered as the advertising network spread across the terrain. Outdoor signages, street furniture, digital billboards, location-based signage networks, which can be found in malls and streets are considered DOOH advertising.
On the other hand, conveying messages to the public when they are outside their homes is considered as traditional non-digital out-of-home advertising or out-of-home media (OOH). Such outdoor places are generally waiting areas at bus stops, commuting to work, or specific commercial locations, etc.
Why is DOOH media important?
According to the research of statista.com, an average Indian spends approximately ___Hours of a day outside the home indulging in activities like work, commute, and leisure. That is one-third of the day people spend outside their house and another one-third of the time people sleep. That is why advertisers are able to find a very short span of time to connect with their audience through different media.
Out-of-home advertising facilitates companies to deliver marketing messages to their target audience when less busy outside the home. Advertisers find people more responsive towards advertisements during this period. For example, People wait outside the lift while going to their workplace during which they are shown attractive ads for delicious food items in the city.
Out-of-home digital media is important because it is measurable, accessible, effective, and less intrusive than other forms of advertising. It makes it possible for companies to stand out and reduce noise.
Benefits of using Digital-Out-Of-Home media over traditional media.
DOOH Media is Genuine and effective.
In the era of social media where likes, clicks, and page views, DOOH emerges as core Media. The biggest benefit of Digital out-of-home media is the audience cannot skip, stop and block advertisements, nor any bot could generate additional views like online advertisements. It is for the people surrounding any DOOH media while work, leisure, and commute.
DOOH Media is Influential and efficient.
DOOH comprises traditional benefits of OOH with advanced technological features which facilitate it to deliver the right message to the right audience and at the right place and time. It allows advertisers to target the audience by place, behavior, and demographics.
DOOH allows advertisers to reach the core of the market.
Digital signages aim to maximize audience reach and to boast content awareness by targeting areas with a large footfall. Considering footfall data vividly also known as impression data in DOOH advertising is a very important aspect as it is now the core currency in which DOOH ad space is purchased programmatically. In the case of DOOH pricing strategy is based upon per thousand impressions that the DOOH display receives. With an out-of-the-box potential to reach thousands of people at once at the most prime and engaging locations, this type of advertising makes it a cost-effective option against traditional outdoor advertising.