3 Benefits and Trends of DOOH Advertising
In today’s fast-changing digital era, brands and marketing professionals must constantly adapt to new advertising formats and technology trends in order to capture the attention of their target audience.
In this article, we will take an in-depth look at two of the most popular forms of digital advertising today, namely DOOH (Digital Out-of-Home) advertising. We will explore the definition of this type of advertising, its benefits, and discuss its future trends to help brands and marketing professionals better select and utilize this form of advertising.
What is DOOH?
DOOH stands for Digital Out-of-Home, a form of digital advertising used in outdoor public places, which can appear in a variety of locations, including public transportation stations, shopping centers, commercial buildings, airports, and so on. Well-known locations include the area around Xinyi District in Taiwan, the East Exit of Shinjuku in Japan, and Times Square in the United States.
DOOH ads are the most consumer-friendly than other ads, reaching the most willing buyers at every touchpoint in the customer journey. DOOH ads typically use large screens or electronic signage to attract passing crowds, and these ads are often presented in the form of creative videos, animations, and interactive content to increase the brand’s eye-catching appeal and impact.
Advantages of DOOH
Reaching a large number of target audiences:
High relevance:
DOOH is usually broadcasted in locations with a large number of people, which has a huge exposure in itself. According to research, most consumers spend about 70% of their time away from home, so DOOH ads can help attract and retain consumers’ attention in outdoor and public spaces.
DOOH can use big data to analyze the characteristics of the crowd in a location and deliver ads according to the target audience of the brand. DOOH can also change the advertising materials according to different seasons, temperatures and time of day, so that the target audience can resonate with the brand. This flexibility allows brands to better position themselves and appeal to their target market.
Creativity and Interaction:
Seeing the same DOOH 3 times while shopping and seeing the same advertisement 10 times on Facebook, people will definitely find it annoying to see the same advertisement on Facebbok. DOOH can interact with consumers through creative ads, such as scanning QR Codes or taking photos, etc., and even attract consumers to take the initiative to share the ads with others through social media and word-of-mouth, which greatly increases publicity and discussion.
Conclusion
DOOH also has an excellent effect on increasing awareness, purchase intention and repurchase. In a study conducted by Yahoo and research organization MFour, it was found that nearly 60% of consumers interviewed said that DOOH can enhance the shopping experience, 55% of respondents said that they have purchased the products in the publication, and more than 83% of those who have paid attention to DOOH or the brand have the intention to repurchase. All of the above shows that DOOH is not only limited to large-scale exposure, but also has a great impact on subsequent purchases and loyalty.
