Digital Out of Home (DOOH) Advertising
Digital Out of Home advertising, also known as outdoor digital advertising, is a dynamic and versatile marketing medium that leverages digital screens and billboards in high-traffic public locations. Unlike traditional static billboards, DOOH offers advertisers the flexibility to display a wide range of content, from videos, and animations to dynamic messaging. It effectively extends the reach of your advertising message to engage audiences beyond the confines of their homes.
Benefits of Using DOOH as a Marketing Choice:
1) High Visibility and Impact: DOOH screens are strategically located in busy public spaces, such as coffee shops, shopping centres and movie theatres. This ensures that your message reaches a vast and diverse audience, making it an excellent choice for brand exposure.
2) Dynamic Content: DOOH allows for real-time content updates, enabling marketers to adapt their messaging based on current events, such as weather changes. This ensures that your content remains relevant and engaging.
3) Engagement and Interactivity: DOOH with QR code integration, provides opportunities for viewers to engage with your content. This interactivity can enhance user experience and encourage action.
4) Targeted Messaging: DOOH can offer advanced targeting options, such as time-of-day, screen location and programmatic buying. Advertisers can ensure that their message is delivered to the right audience at the right time.
5) Cost-Effective: In comparison with many other forms of advertising, DOOH can be very inexpensive.
6) Measurable Metrics: DOOH campaigns can be easily tracked and measured, because Advertisers can gather data on the number of impressions, and even audience demographics. This data helps you refine and optimize campaigns.
7) Creative Flexibility: With DOOH, creativity knows no bounds. Use animations, videos, and other dynamic content to captivate your audience and tell your brand’s story more effectively.
How to Choose a DOOH Provider:
It is crucial to select the right DOOH provider. Here are some considerations when making your choice:
1) Network Size: The most critical factor is the location of the screens. Ensure the provider you choose has many screens they can access in a variety of locations. Providers that can only offer a handful of screens will limit the messaging mediums that can be used, timing of your advertising and your audience reach.
2) Audience Insights: A good provider can provide insights into demographics and behaviour.
3) Data and Analytics: Ensure the provider can deliver data on the performance of your campaign, including impressions, engagement, and audience reach.
4) Reputation and Case Studies: Research the provider’s reputation in the industry.
DOOH advertising is powerful, unique, and flexible medium that can greatly enhance your marketing efforts. To make the most of it, choose a DOOH provider that aligns with your campaign goals, offers high quality screens in prime locations, and gives you the analytics you need to make good promotional decisions.
Interested in learning more about how to promote your business on your choice of 20 000+ digital screens locally and throughout Canada? Contact us HERE.
Edward Kennedy
Advertising Director
Times Colonist
250 883 4346
