Digital Out-Of-Home (DOOH) refers to digital media used for marketing purposes outside of the home.
Digital Out-of-home (DOOH) is a modern form of advertising that makes use of digital media for promotional, informational or educational purposes in transportation areas such as airports and bus stations, cafes, retail stores, or other public spaces. Unlike traditional signage, DOOH ads are dynamic, programmatic, and interactive, which makes them both versatile and targeted in a way that traditional billboards can't be.
A practical example would be digital billboards placed at Times Square marketing a specific product or service. Another example could be a digital ad displayed on screen on a subway platform.
The digital transformation across industries has brought attention to the importance of DOOH. These are some of the reasons why DOOH matters:
Improving DOOH relies upon better targeting, timing, and location. Brands can use AI to analyze audience behavior and demographics in real-time to serve targeted content at opportune times. Moreover, utilizing metadata such as weather, location or time, could trigger specific adverts, thus enhancing efficiency and relevance.
Several factors can affect the effectiveness of DOOH. Some of them are:
DOOH can drive ecommerce growth by attracting potential customers, thus leading to direct impact on traffic, conversions, and revenue. Further, integrating QR codes or social media hashtags in DOOH ads could initiate online searches and bring customers straight to ecommerce sites. For instance, according to a recent study by OutSmart, the integration of DOOH and mobile advertising can lead to a 48% increase in activation rate, a crucial ecommerce metric.
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