As human beings we spend a good portion of our day out of the home. As we go from place to place we are exposed to all manner of media, much of it now of the digital variety. In fact, on average we interact with digital out-of-home media (DOOH) for about 14 minutes each week. Is it any wonder investments in digital out-of-home advertising are expected to grow significantly by the year 2017?
What is driving this growth? Consumers. Consumers are now looking for an engaging, emotional, and captivating medium. We as hyper-connected individuals are looking for memorable experiences that we can share, and the urban environment is an optimal landscape for these interactions to occur.
Here are the top five digital out-of-home advertising trends taking shape in 2015:
Location-Targeted Advertising is Growing
According to BIA/Kelsey, advertisers spent $1.4 billion on location-targeted mobile campaigns in 2012. This figure is expected to rise to $10.8 billion by 2017. DOOH is benefiting greatly from this rapidly growing segment. By using the same big data to reach mobile consumers, yet on much larger, higher impact screens, advertisers are able to create cross-screen, location-based campaigns that have even more impact on consumers outside the home.
Programmatic solutions are evolving in DOOH which make finding scale and ease of buying a reality. Also evolving are 1st and 3rd party data sets that allow buyers and sellers to better specify consumers exposed to DOOH media. Sellers benefit by maximizing revenue through digital inventory control, and buyers benefit from the hyper-targeted capabilities.
DOOH Provides Highly Relevant Messages in Precise Locations
New types of targeting and subsets have made it easier to reach specific audience segments in ideal locations. And that’s a good thing because consumers are far more likely to be impacted by messaging outside the home. In fact, a recent study by YuMe and IPG Media Lab found that consumers are 41% more receptive to advertising experienced in public spaces than at home. As consumers, the devices we carry around with us create a natural visual bridge to the outside world we experience. Relevant DOOH advertising can enhance that visual experience through existing screens around public spaces.
Unique Creatives Reach Unique Audiences
There is almost no experience that isn’t being created in the DOOH space. We are now seeing highly creative advertising that combines live experiences and augmented reality, using everything from vehicles to street furniture. This is building brand awareness and driving impressive results for advertisers.
DOOH can reach unique audiences and create serendipitous parallels between messaging and location via locally-focused campaigns or larger cross-media tactics. Best of all, digital out-of-home advertising is now able to drive immediate impact and scale close to point of purchase.
As mobile technology becomes more advanced and mobile devices more ubiquitous, cross-platform targeting opportunities with out-of-home digital screens are more common. Newer technologies like NFC, beacons, and geofencing capabilities allow today’s advertisers to personalize their prospect’s experience and allow immediate engagement.
DOOH Campaign Success Is Now Easily Verified
There are more advanced measurement opportunities now than ever before. Evolving location and mobile data sets are offering marketers new ways of measuring attribution in OOH media. What DOOH advertisers now recognize is that, as an audience definer, location is just as important to them as it is to mobile advertisers.
Successful campaigns no longer try to simply mimic online models. These campaigns are developed around the idea that location is the best context and they deliver real-world messages that are close to point of purchase. A consumer’s exposure to DOOH messaging can be verified more easily, improving advertisers’ confidence in their ability to isolate the impact of DOOH from other channels in the integrated media mix.
The last half of 2015 is expected to continue pace with the number of digitally connected screens increasing as well as the inventory and creative options in DOOH. If you haven’t considered this channel yet, now may be the right time.
- Choosing the Right Digital Media Buyer for Your Business
- 5 Steps to Creating a Winning Digital Media Plan for Local Businesses
- 7 Ways to Measure the Success of Your Digital Ad Campaigns