20 Nov 2022| Artificial Intelligence
Why Out-of-Home Advertising is the New IN in Marketing?
It’s undoubtedly the perfect time to be involved in the out of home advertising (OOH) space. Wondering why? Well, this is because as we move into a new decade, the industry is excited about what the future holds for real-world digital advertising. Besides, a combination of tech progress with the traditional benefits of real-world ads has made the world of OOH inevitable for many advertisers. Here, we will look into everything you need to know about out of home advertising.
Earlier, ad agencies and marketing professionals made huge investments on billboards, hoardings, posters, and other forms of outdoor advertising. However, these forms of advertisement are no longer helping brands in driving conversions. They do not help with data collection. As such, the trend of digital advertising that integrates offline out-of-home advertising with digital elements has created its dominance over traditional offline advertising.
Out of home or digital advertising can be defined as offline outdoor advertising efforts that are leveraged to advertise to customers at public spaces, commute stations, commercial spaces, or even in places with the constant audience presence. On the other hand, digital out of home advertising allows marketers in data collection and personalization.
OOH vs. DOOH
Digital out-of-home advertisements are growing in popularity. However, traditional OOH is no longer helping brands in grabbing customers’ attention. In digital out of home (DOOH) advertising, marketing professionals can use more attention-grabbing elements to enhance creativity and targeting. Also, digital advertisements allow marketers in data collection.
Additionally, OOH advertising requires a lot of human-effort for implementation, which is not there in the case of digital advertising. Another beneficial aspect of digital advertising is that marketers can monitor, track, modify, manage, and display content at their discretion.
Advertising online can be a bit complex and frustrating for media buyers. Today, ad blockers are on the rise. So, users who don’t use ad blockers are bombarded with advertising! These aren’t worries with out-of-home advertising. Billboards, digital screens, and the rest of the out-of-home advertising forms cannot be skipped. They’re also unblockable, short of holding a hand up in front of your eyes. In other words, they’re the perfect medium for the big, colorful messages that brands are trying to get out.
Media buyers who have made out-of-home advertising a part of their campaigns have found that doing so provides an essential boost to their other channels. Research shows that customers are 20% more likely to click on a mobile ad after being exposed to the same ad on an out-of-home ad. As such, OOH advertising is enjoying significant upwards momentum, with savvy marketers allotting more of their budgets to OOH campaigns.
There are immense opportunities that DOOH provides to your business.
By displaying DOOH advertisements in prime locations such as a shopping complex, train stations, bus stations, commercial hubs, and shopping markets, brands can provide constant and maximum exposure. Using digital advertising formats, brands can even use mobile-based location tracking analytics to get insights into consumer behavior. It can be leveraged in real-time to display the creative and targeted advertisements to audiences.
Content is of superior importance for any advertising as it is what consumers are attracted to and engage with. Digital out of home advertising allows you to present dynamic and creative content.
Based on the insights gatheredand data collection, display locations, demographics, seasons, trends, and much more, you can advertise more personalized and influential content to audiences. Displaying user-generated content helps in driving higher engagement and creating social proof for your brand.
Digital OOH advertising presents an all-in-one solution for promotion in both offline and online spectrum through digital signages and display screens along with social media networks. On the other hand, digital OOH advertising can be an omnichannel advertising model as it serves the purpose of online & offline advertisements through data collection, moderation, and display opportunities. And maximum advertising touchpoints will result in maximized exposure and audience engagement.
Beforehand, it was challenging to deliver personalized advertising in a traditional offline advertising environment. Still, it has become possible with digital advertising & its integration with artificial intelligence & recognition. Personalization is a fundamental element of present-day advertising as it shapes consumers’ initial experience with the brand.
Recognizing technology with features like sentiment recognition, behavior analysis, facial expression analysis, and image recognition with digital out-of-home advertising could primarily help provide personalized advertising through data collection. Besides, it helps in data collection and analysis.
Usually, it can be tempting to buy more sites or locations that are more reasonable. But with OOH and digital advertising, it can be much better to take a different approach. To create the maximum impact, it can be better to select a high traffic site that will reach as many people as multiple locations.
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