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October 15, 2020

The switchover from OOH to DOOH


Advertising trends have been evolving rapidly over the past few years and one of the noticeable changes is the shift from OOH to DOOH. Digital Out-Of-Home (DOOH) is one of the fastest-growing advertising mediums recently. DOOH represents a huge range of ad spaces from outdoor to indoors, billboards of times square to Digital LEDs in the Airports, huge LED displays in corporate offices to Digital TVs in restaurants, bars, and gas stations where they catch your attention while doing normal stuff.

Digital OOH has caught the attention of brands as well as advertisers due to its quality and engagement ratio with the audience. DOOH forms a strong connection with the consumer due to its efficacy and affordability as compared to other expensive advertising mediums. Let us discuss how DOOH is getting an edge over the traditional OOH medium.

OOH has been a big industry for many years and is still expanding its horizons. However, this is a paradigm shift of OOH towards DOOH as it is gaining immense popularity among millennials and the growth rate is exponential as compared to OOH.

Unlike OOH which offers static ads displays on billboards, on-car ads, bus shelters, etc. DOOH is powered with advanced technology powered up with AdTech – geofencing, tracking, retargeting, personalization, and measurement.

With changing trends and new innovations, offline advertising is slowly catching up and adapting the technological innovations introducing many new features like geofencing and beacons to offer tracking as well as personalization that deemed impossible in the past.

Let’s see what sets DOOH apart from OOH in considering various factors while planning a marketing campaign:

• Messaging:
Given the current state of affairs in the market, who knows what changes the opinion of the people in the next minute. In this time of severe competition and highly sensitive audience sentiments, it can get really hard and expensive for OOH planners to make any changes to the current ongoing campaign. It can be time-consuming and result in a lot of loss to pay for making any changes to the current ad placement physically. Whereas, in the case of DOOH, making small edits or even changing the whole campaign due to a series of events and responses from the audience can be a piece of cake due to its real-time nature.

• Targeting:
Traditional OOH targeting was a real estate business, with marketers and media buyers were forced to pay for the locations on plans and studies based on how frequently the audience might visit that location. Whereas DOOH is more carefully and strategically placed and is deployed using specific, granular data using geolocation.

Ads can be run at certain time slots and or days based on audience metrics and data. Deploy a creative and effective Ad campaign for the specific audience. Adjustments can be made to the campaigns on a real-time basis if required.

• Purchasing:
DOOH is coming along more compatible with digital marketing operations than traditional OOH. Because of its digital nature, marketers can include this media with an overall digital strategy.

Marketing people can stop taking this is something out of their omnichannel digital marketing strategy. As traditionally OOH was not part of the omnichannel strategy due to its inability to measure accurate results against traffic generated for a marketing campaign. However, with DOOH powered with the latest technologies such as geofencing, tracking, measurement, etc. it is easier to monitor the campaign, measure the traffic as well result easily.

DOOH is evolving day by day with more relevant and robust features presenting a huge opportunity to brands to increase their brand visibility and get more impressions.