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Out-of-Home (OOH) has been around for decades, enabling businesses to advertise their products to a wider audience. There are two types of OOH display solutions, including digital and conventional. As technology continues to revolutionize the marketing and advertising industry, Digital OOH advertising has emerged as a cost-efficient and effective way to reach the target audience on a more personal level, especially with the rise of programmatic technology.
Its ability to display dynamic, real-time updates and engage consumers with memorable experiences can transform the connection between your brand and your audience. DOOH's ability to provide precise targeting and data analytics sets it apart from other advertising options like Out-of-Home. Real-time feedback and data-driven insights can help you improve your content and deliver your message at the right place, time and audience.
Advantages of Digital OOH in Comparison to Conventional OOH
DOOH (Digital-Out-of-Home) advertising uses digital signage displays to advertise brands, products, and promotions in different locations. You can program this platform to display dynamic and eye-catching content, such as social media feeds, videos, and animations. DOOH advertising has been around for many years, and in comparison to OOH, it offers huge benefits, including:
Interactivity
DOOH offers a wide choice of interactive features, such as motion sensors and touchscreens, that allow your audience to interact with the content on a personal level, unlike Out-of-Home's static features. Digital-Out-of-Home enables you to create an engaging and memorable experience for your audience, which can improve brand awareness and drive sales. Additionally, this advertising technique can help you gather important data about your audience, which you can use to personalize your content to match their needs and preferences. For instance, you can use a restaurant Digital-Out-of-Home ad to allow your customers to browse your menu and make reservations while you offer recommendations depending on their past dining experience. This level of personalization can make your advertising campaign more effective and improve customer loyalty.
Real-time updates
Unlike Out-of-Home advertising, which requires you to change your signage and billboards to reflect new information manually, DOOH uses digital screens, allowing you to update information from the comfort of your office. This feature allows you to change your message to quickly showcase new promotions, offers, and up-to-date information, which can keep your potential customers engaged. For instance, if you are an event organizer, you can leverage this feature to display real-time updates about changes in the program or the schedule of events.
Enhanced creativity
While both Out-of-Home and Digital-Out-of-Home allow you to add creativity to your content, Digital-Out-of-Home offers animated and dynamic features, allowing you to create visually appealing content that informs while entertaining your audience. DOOH's dynamic nature allows you to customize your content depending on different factors, such as the time of day and location. For instance, you can place a Digital-Out-of-Home display in a shopping mall and advertise different meals at different times, like breakfast recommendations in the morning and dinner specials in the evening.
Sustainability
Unlike Out-of-Home, which relies on printed materials and outdoor billboards, DOOH leverages digital displays which can showcase multiple ads in rotation. This feature makes Digital-Out-of-Home environmentally friendly as it can prevent the production and disposal of harmful products to the environment. Additionally, you can easily update information on digital displays, reducing the need to reprint and redistribute materials that are a significant source of waste in the Out-of-Home industry. Also, with Digital-Out-of-Home screens, you can turn them off when you don't need them, such as during low season or late at night, which can save energy.
Cost-effectiveness
Digital-Out-of-Home advertising allows for more personalized and targeted advertising than traditional OOH advertising, meaning you can reach out to your target population at a low cost. This is because this platform uses data analytics to single out the most effective ads, allowing you to make necessary adjustments to improve the consumer experience. Additionally, Digital-Out-of-Home's flexibility allows you to update content based on real-time analytics. This feature allows you to quickly respond to changes in the market and gain a competitive advantage without incurring additional expenses. This can help you maximize your rate of return on investment.
Integration with other Media
Digital-Out-of-Home has become increasingly popular due to its ability to integrate with other media channels making it more versatile than Out-of-Home. Integrating different media with your digital displays promotes personalized advertising preventing the waste of resources on people who are not interested. For instance, you can use DOOH to display your content on social media allowing you to interact with your customers through their phones. This can create a memorable and interactive experience for your clients, and you can collect feedback from them to help you optimize your content and make your messages more effective.
Increased dwell time
Dwell time is the amount of time your customers spend viewing an advertisement. Since digital displays can employ whimsical animations and dynamic content, they can increase consumers' dwell time. On the other hand, OOH platforms involve static displays that only capture your audience’s attention for a short period. Additionally, DOOH platforms allow you to track customer engagement, and the interactive features can allow you to determine how long viewers spend looking at your advertisement. You can use this data to improve your content and communicate your message more effectively. Also, you can equip your displays with proximity sensors that can adjust your content to capture customers' attention.
Conclusion
Digital-Out-of-Home has improved marketing strategies in the advertisement industry, allowing you to reach your target audience with minimal expenses. Its ability to capture customers' attention lets you inform them about promotions, offers, and new products, which can drive sales and increase revenue. As technology advances, you can expect DOOH advertising to offer more sophisticated features to improve customer engagement and enhance brand awareness. From interactive features to real-time updates, Digital-Out-of-Home advertising may be what you need to take your business to the next level.
Look DS offers various features that allow you to update your campaigns, collect customer data and manage your screens in the Look Content Manager on your PC or tablet. You can integrate DOOH advertising with this digital signage software to improve your rate of return on investment.
