Trends in Digital Out-of-Home Advertising
Digital out-of-home advertising has never been hotter. DOOH, as it’s called, is expected to rake in over $4.5 billion in revenue annually by 2019 – it’s forecasted to become the fastest-growing of all advertising mediums on the planet.
What’s trending in DOOH? If you’ve been to a bus stop, a hip restaurant, or even a urinal lately, you’ve probably noticed some innovative digital signage. Here are a few things to look for in DOOH for 2017 and beyond…
Relevance is Key
Studies show that today’s consumer – and more specifically, the millennial consumer – isn’t averse to advertising messages as long as they’re relevant. Digital advertising is driven by data which provides it an unparalleled opportunity to speak to a consumer when it matters. Point-of-purchase DOOH and hyper-targeted messaging will become increasingly more prevalent in coming years.
How it appears: Free appetizer offer on digital tabletop caddy displays before diners have ordered their meal
Interactivity Increases Engagement
Digital advertisements are the most interactive of all marketing vehicles. Touch-screen DOOH solutions are having a moment and they’re cheaper and easier than ever to implement. Branded messaging with a mission – i.e. to get clicks, to incentivize social engagement, to increase immediate calls – provides ROI like almost no other advertising medium. Expect to see more interactive digital displays, especially permission- or app-based models, coming soon.
How it appears: Digital ads that offer QR-enabled coupon experiences right in the shopping aisle
Ads in the Physical Space
There’s an increasing correlation between effectiveness and physical advertising. What are physical ads? They’re place-based marketing messages, meaning those that are designed to be delivered at a specific moment in time. Place-based advertising gives advertisers incredible control when it comes to the demographics of their audience and the specific moment a message is received. Customers respond to place-based, geo-targeted ads that drive interaction to a second-screen, such as a smartphone, too.
How it appears: Placed-based digital ad for a local cab company streamed directly to bar patrons via bar top digital caddy
As consumers increasingly receive more of their information online, smart advertisers are integrating their messaging into meaningful informational content. What does this look like? White-label media channels streaming a mix of “infotainment” (i.e. part ads, part information, part entertaining, brand-based content) directly to DOOH channels. In applications with high dwell times such as restaurant settings or public transportation, infotainment channels offer unparalleled opportunities for building brand recall.
How it appears: A screen streaming branded journalistic pieces about skincare directly to patients waiting in a dermatologist’s office
What does digital OOH mean for your business? Does it open doors to new audiences you’ve previously had trouble finding? Is it making impressions more cost-effective than they’ve ever been before? Is it presenting opportunities for point-of-sale marketing that can increase customer spend?
Media Caddy is an innovative digital out-of-home solution for both advertisers and business owners.
For advertisers, our tabletop caddies and bar caddies offer geo-targeted delivery with absolutely zero waste. Near real-time messaging is branded and captivating. For businesses owners, our caddy solutions drive sales at the point-of-purchase and offer endless functionality. How many advertising vehicles can say they hold straws and charge cell phones?
Ready to find out more about how cutting-edge technology can change your business?
Contact Media Caddy, a leader in DOOH solutions. Our team is ready to chat.