Digital Out of Home(DOOH) Advertising: A Digital Buyer’s Guide

I. Introduction to Digital out of home Advertising

A. Definition of Digital Out-of-Home Ads (DOOH)

We live in a digital world where screens - on our phones, tablets, TVs, and computers - permeate every facet of our lives. Yet, there's a new player that's increasingly gaining popularity: Digital Out-of-Home (DOOH) screens. Digital ooh includes any screen located outside your home, giving advertisers a dynamic canvas to share their content across various public spaces. The power of our DOOH Advertising Solution lies in its ability to enable advertisers to plan, activate, and measure campaigns across these numerous screens, all from a single system. In essence, DOOH is reshaping the way we connect with advertisements in the physical world around us. Let's dive in...

B. Benefits of Using Digital OOH advertising

Instead of competing for your audience’s attention fit into it. Within the last month, 98% of consumers have frequented a location that features Digital Out of Home (DOOH) advertising. Many people actually encounter several digital ooh screens daily! This medium blends seamlessly into our daily routine, being visible yet non-intrusive, providing an effective platform for advertisers to reach consumers without causing a disturbance.

Therefore, if your goal is impactful communication without the complications often associated with other digital channels - such as fraud, brand safety, and privacy issues - OOH digital media could be an excellent solution.

Digital Out-of-Home Venue Types

Venue types in digital out-of-home media are one of the key ways to target your audience. In OOH digital advertising, venue types are like contextual signals in your traditional programmatic digital campaigns. If you want to reach grocery shoppers there is no better way to reach them with precision and accuracy than running on screens inside the grocery stores. The same goes for the other venue types

Fitness enthusiasts = Gyms
Shoppers = Shopping Malls
Movie Goers - Movie theaters
Business People = Office Buildings
Females Interested in Beauty = Salons
Commuters= Train Stations
travelers = Airports
Drivers = Gas Stations
and so many more venue types available as DOOH media!

In general, most digital signage for out-of-home inventory breaks down into Place-Based and Outdoor Large Formats.

Large Format Out-of-home Inventory

Digital billboards are not limited to prominent areas like New York City's Times Square. While such high-traffic urban regions indeed host a significant number of these digital billboard displays, they are increasingly appearing alongside roads stretching across the country, even reaching into more rural settings. In addition, unlike traditional out-of-home billboards, large format digital billboard screens can be day-parted to reach certain audiences in an area, For example, the morning commute crowd, the lunch crowd, or the late-night crowd. These large-format billboards are great for brand awareness. In total, there are over 15,000 digital billboards in the USA alone, and these digital screens are the most popular screen type to include in out-of-home campaigns.

Large Format digital out of home billboard

Place-Based Out-of-home Inventory

Digital Place-Based (DPB) advertising, also known as Digital Out-of-Home advertising(DOOH), uses digital displays inside specific real-world places. These locations include, but are not limited to, malls, restaurants, retail stores, and even elevators see a more comprehensive list of venues here. What makes this form of digital ooh advertising stand out is the unique ability to contextualize the venue types. Furthermore, the integration of place-based DOOH displays can significantly enhance a retail media networks strategy. If your products are sold in locations like Walmart, Kroger, Whole Foods, convenience stores, or any other retailers, chances are we can leverage a digital out-of-home screen situated in proximity to your products. These screens can be activated in real-time, creating a unique relationship between your product and the potential customers nearby.

Digital out of home place based inventory

Creative formats

A DOOH campaign can contain thousands of digital screens, it can be complicated to figure out what creative specs you will need to generate in order to deliver the digital out of home media. Thankfully, we’ve made it really easy! In general, there are 3 main creative specs required. These specs are highlighted in bold below. With these 3 main creative specs in hand, your out-of-home campaign will go off without a hitch.

Roadside Billboards (static only):

1400x400
840x400

Place-Based (either static or video:15s)

1920x1080
1080x1920
1280x960

There are a few gotchas you should be mindful of. For example, with roadside billboards, you cannot run any video or contain a QR code. For the place-based locations, most locations can run both static and video creatives. Depending on the targeting of your plan there may be other required ad specs. Our DOOH Advertising Solution automatically provides these formats for you to make your life easier.

Digital out of home Dynamic Creatives

With Digital out-of-home marketing campaigns you can run dynamic creative across the screens on the plan. Dooh inventory combined with programmatic DOOH technology can allow for real time campaign executions with thousands of unique creative renderings. A few examples of Dynamic creatives include

- Weather Triggers

- Sports Stat Updates

- Distance to Stores or destinations

Dooh campaigns with dynamic content help the ad campaign fit more seamlessly and be more relevant into the daily lives of the target consumer. Also, they are a great way to stand out in the real world.

II. How to Plan DOOH

Strategies

We always try and align the digital out-of-home campaign tactics with the rest of our client's working media strategy. For example, we try and enhance the strategies in your digital programmatic campaign in your DSP or strengthen your social media campaigns with a real-world extension. Many of the same strategies you use for your other advertising formats work in OOH and DOOH.

Audience Targeting

Audience targeting is a great digital media buying strategy to reach your target audiences. By using audience targeting you can be sure your media buying dollars are reaching the right people at the time. Since DOOH is a one-to-many advertising channel by leveraging audience targeting, DOOH advertising can become more effective. A few common digital ooh targeting tactics include:

Audience Data
- 1st Party Data
- 3rd Party Data
  - Demographics
  - Household
  - Behaviors
  - Interests
  - Life Events
  - and more

Geo-Targeting

Geotargeting lets you focus on a certain location. With DOOH since all of the screens have a set position you can get extremely precise with your targeting. DOOH campaign geotargeting includes

Administrative boundaries - DMA, City, Zip, Address, neighborhoods
Radius around a point Radius, Lat/Long
Custom Geofences - Along highways, neighborhoods, etc
Advanced Spacial indexing - Find screens in between two points with a certain degree of overlap

Digital out of home venue types color coded

Venue Type Targeting

Venue type targeting lets you pick certain venue types that best reach or align with your target audience. We tell our advertisers to think about a "day in the life" of their target audience. From there you can start to pick what venue types may make the most sense. For example, my customer wakes up gets into their car goes to the gym, then fills up with gas, then drive to the office(past a billbaord), then goes into their office, then goes to a restaurant after work. DOOH screens are all around us and picking the right venue types helps your brand stay top of mind.

Time Targeting

Use Day/Week parting to reach certain audiences for example a bar and restaurant during the day may reach a very different audience at night. Similarly, running grocery stores after work during the week may reach a different audience than mid-day. Additionally, at DOOH Marketing we offer a unique Google Popular time integration that day parts all of your venue types to only run when those locations are the busiest. This helps maximize the effectiveness of your media budget.

By laying in targeting you can be assured that your campaign will effectively reach your desired audience. When combined, these DOOH targeting tactics offer an expansive, precise, and efficient means of reaching your intended audience, maximizing the effectiveness of your media budget, and ultimately, achieving a successful and impactful advertising campaign.

Measure DOOH

Digital out-of-home is measured just like your other digital channels. Once your campaign launches you get a sleek dashboard where you can see a report of all your delivery. This gets broken down into impressions by time, tactic, zip code, state, DMA, creative, venue type, and all the way down to the individual screen latitude and longitude.

Sometimes advertisers want additional metrics to see how well their DOOH ads performed. That's where we pull in unique attribution capabilities like Media Mix Modeling, Brand Lift Studies, Mobile Location Data foot traffic studies, website traffic studies, google trends brand lift studies, and more. By leveraging an attribution study advertisers can be more certain their OOH ad campaigns are impacting their bottom line.

Conclusion

In conclusion, Digital Out-of-Home advertising presents a unique and highly effective avenue for brands to reach their target audiences. Through this innovative channel, advertisers can engage consumers in their daily lives, with a high degree of customization and contextualization. Whether it's roadside billboards or place-based digital signage, the power of DOOH advertising lies in its blend of real-world impact and digital capabilities. Utilizing various strategies such as audience targeting, geo-targeting, or venue-type targeting, brands can make the most of their media spend. Furthermore, the ability to measure campaign effectiveness with granular metrics makes DOOH a highly accountable and flexible marketing solution. From generating brand awareness to driving conversions, DOOH has the potential to significantly amplify your marketing campaigns and contribute to your overall business goals.

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