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Out-of-Home advertising still matters

Advancements in data and technology should make OOH a staple in every advertising budget.

June 17, 2020

Out-of-home (OOH) advertising has existed for thousands of years, but it still retains its power. Thanks to new innovations in the field, marketing professionals across North America are increasing their OOH budget.

According to a study by WARC, digital-out-of-home (DOOH) is growing by 10.1 percent annually, accounting for the largest market share of the entire OOH market. The reason for this growth is the increase of digital ad inventory in the recent few years. 

Cities are adding more spaces for the erection of digital screens as they extend and upgrade their transport systems. Additionally, businesses are finding the purchase of OOH ads more relaxed and convenient since they have become programmatic. You can buy and sell ads online and air them to reach the desired audience at the most convenient time.

Using data to target prospects

Traditionally, it was hard to target specific demographics with OOH. Marketers would install signage in high traffic areas hoping to catch the attention of a prospect by luck. Things are different today.

With advanced data analysis and media measurement capabilities, brands can reach who they want, when they wish. Marketers can view the purchasing history and movement patterns of their targets using superior analytical tools. Such in-depth insights empower brands with precise micro-targeting abilities.

There is a trend of predictive analysis where organizations use past data to make predictions. Artificial intelligence in OOH has also been on the rise. Machine learning algorithms are enabling brands to predict purchasing behavior and traffic patterns helping them to make more informed decisions.

DOOH advertising in elevators

Out-of-home advertising has gone inside skyscrapers and apartment towers, with many businesses eyeing opportunities for digital signage in elevators. It works for both business owners and commuters.

Elevator interactions can be awkward. When you are with strangers in confined spaces, you often don't know where to look. A DOOH screen is a perfect distraction for commuters.

At the same time, it allows businesses to target their ads to hard-to-reach consumers. Audiences of elevator signage get the message better than drivers targeted with roadside billboards, for example, thanks to the duration of elevator ride and close proximity to the screen.

The power of OOH

Case Study: To clear the notion that JFK and La Guardia were the most popular airports in New York, United Airlines wanted to promote Newark airport, its main operational hub. The company engineered a hyper-local DOOH campaign that posted the real-time drive times to JFK, La Guardia, and Newark Airport, its main operational terminal.

With consumer data and a synchronized traffic feed, the DOOH system relayed high-frequency messaging to more than 500 screens in different locations in New York. These included digital bus shelters, taxi tops, newsstands, and LinkNYC kiosks.

Every digital OOH screen broadcasted specific information relevant to its location at a given time. Whenever the data was not in favor of Newark Airport, the screen at that scene switched to a general brand message.

The campaign reached about 70 percent of the target audience in the Manhattan market, boosting the bookings for United Airlines.

The DOOH was data-informed. The screens were in the right places, and the marketers knew what was pertinent to the audience and what time. They reached the target audience with relevant information and avoided undesired content.

Future of digital-out-of-home

DOOH continues to draw the attention of more and more advertising professionals. According to predictions by Statista, DOOH will grow to about $15.9 billion in 2027 from $6.7 billion in 2019.

The elevator marketing channel is uniquely suited to COVID times. Unlike most other OOH channels, elevator screens ads reach consumers near their homes where they are more likely to buy items. You can achieve accurately targeted advertising, boost brand recognition, and convert leads.

If you want to find out how we can elevate your next out-of-home campaign, get in touch with us today.

Start planning a smarter campaign today.