Digitalization of Out-of-Home (OOH) Media: Implications for Consumers and Advertisers

Have you ever noticed digital media playing on a small TV at a petrol station? What about a digital billboard on the side of a bus or a digital directory at a shopping centre? All of these are instances of digital out-of-home (DOOH) media, all these are ooh advertising, and this revolutionising the advertising sector with new advancements that seem to come in ooh marketing.



For their opinions on the direction that digital out-of-home is taking and what it means for customers and advertisers that engage with the idea in the years to come, we spoke with several industry leaders. Let’s get going!

 

What is OOH media?

Let’s first take a step back and define what out-of-home (OOH) media is. Any advertising that reaches customers outside of their homes is known as OOH media, which is also frequently referred to as outdoor media. It is intended to catch people’s attention while they are moving or waiting in places with a lot of dwell time (think waiting rooms, airport terminals, or subway platforms).

Billboards and other print advertisements used to be the mainstays of OOH media, but new inventory is being added every day, expanding the reach of outdoor advertising. Besides the conventional billboard settings, such as bus stops, gas stations, airports, mall kiosks, subway platforms, and even the sides of buses or cars, it now also contains dynamic material on digital screens. OOH media potential exists in any place customers can engage with branded material in public.

How do DOOHs media vary from conventional OOH, and what is it?

So what makes DOOH unique? Digital out-of-home advertising’s “digital” component is essential. As video content gains popularity in marketing plans of companies all over the world (and for good reason), DOOH enables pairing the dynamic, possibly interactive character of video with the ever-present, ever-present nature of OOH media.

It’s a pairing made in heaven for marketers. Consumers who spend time in outdoor areas are frequently targeted to consume the content that is being offered to them. Billboards don’t have a “close ad” or “fast-forward” button, therefore the OOH media is completely viewable. The ability of dynamic content to draw in viewers is another factor that can help you achieve success as a really high engagement.

Given that Statista predicts that DOOH spending will increase from $6.7 billion in 2019 to $15.9 billion in 2027, keeping up with industry development and innovations will become more and more crucial.

How does this affect marketers?

According to Rick Robinson, Chief Strategy Officer for outdoor advertising agency Billups, advertisers are “students of the new environment.” 

They must be aware of opportunities, what is and is not effective for their brands and those of others, and what that can imply for the upcoming creative iteration. They undoubtedly realise that they cannot simply adapt the creativity that was created for mobile, online, or TV to the DOOH environment. Understanding the specifications and best practises of digital billboards compared to other channels is crucial, as is adapting the creative to the specific area and the customers who will interact with it. Businesses who try to use DOOH media in a one-size-fits-all manner are likely to find that their efforts are unsuccessful in the long run.

What does this mean for consumers?

OOH message is no longer solely for commercials, which is helpful to consumers. When sharing weather information on outdoor billboards or the arrival timings of the upcoming trains on a transit platform, digital screens can be employed as useful tools.

We’re educating people about the potential of these screens, according to Robinson. The relationship between the public and out-of-home media, as well as what it means to occupy that space, is shifting because of the rise of the digital footprint.

The cultural impact of OOH media is heavily reliant on this idea. 

The range of contacts between communities and OOH spaces is changing because of digital interactions made available by DOOH. People are learning to expect the non-commercial, utility-based information that screens may deliver besides advertising, and the medium is increasingly crucial for reasons other than advertising.

In agreement, Frey says that “Municipalities will all profit, as will customers who are receiving more relevant and valuable messaging, as digital screens permit the broadcast of video and other useful, educational, and amusing content.”

Conclusion

Many people believe that DOOH is transforming the advertising environment for the better. Brands will continue to seriously experiment in the coming months and years to learn what they are capable of in this brand-new market. Customers will also benefit from this, interacting with their environment in ways that are intended to both inform and entertain at the same time. The future of the business will only become clear with time, but one thing is for certain: DOOH is here to stay.