In the network, the vast majority of users have installed an adblocker. For advertisers annoying if they do not reach people with their advertising. Passers-by can not run away from screens at the train station or in shopping centres. Digital Out of Home formats definitely reaches the target group.
What is DOOH?
Digital Out Of Home is digital outdoor advertising, that is, digital advertising formats that we consume outside our home. These can be digital posters, LCD screens, monitors or touchscreens installed in various public places.
With DOOH, marketing content can be used specifically for specific target groups. Neither the advertising message nor the location of the advertisement has been chosen arbitrarily. The video content is also produced specifically for Out of Home use.
The DOOH screens are mostly located in high-traffic and prominent locations where the target group stays for a certain period of time. Places, where DOOH is played out, include bus stops, tram and subway stations, train stations, airports, shopping centres, supermarkets, restaurants and snack bars and waiting rooms. These are all places where people either spend time waiting or are in a shopping mood. They are particularly receptive and positive about advertising and their attention is easy to captivate. We will go deeper into the different placement options later on.
Which marketing goals are supported by DOOH?
The use of Digital Out Of Home formats is particularly suitable for achieving long-range and sustainable branding. Above all, young people, young adults, students and trainees can be reached with DOOH. Within two weeks, 75% of the total German population over the age of 14 can be reached with DOOH media. Motion picture advertising on these public screens attracts attention. A combination of infotainment and advertising creates a high-quality advertising environment.
DOOH media can not only be used in the Top of the Funnel. Placed at the point of sale, they support the purchase decision at the right moment. DOOH media can either supplement online campaigns in social media channels or complement linear TV advertising. The target group goes through multiple touchpoints, which enhances brand recall.
What are the options for placing videos?
The following DOOH formats are examples of the company Ströer. Depending on the marketer, there are other opportunities for advertising placement. The size of the stelae and screens and the duration of the loops may vary.
Video screens at train stations and at the airport: Due to the high frequency of passengers long-distance stations and airports, advertisers can achieve very high coverage if they are booked for several weeks. The stations and the airport have 2.50 meter high steles with vertical screens of 45, 60 and 70 inches. The screens in the field of view run synchronously and create a total effect for the travellers in the station. 30 of 180 seconds of a loop are filled with editorial content including lifestyle tips, news and weather news.
Infoscreens: Infoscreens are digital large-format screens in the subway and suburban train stations opposite the platforms. On average, passengers wait five minutes for the next train. During this time, two-thirds of the information screens receive editorial content as well as one-third advertising videos and advertising messages. The program repeats in a 10-minute loop and can be placed regionally. So it applies to a special target group, which perceives the messages as relevant.
Digital XXL billboards at stations: Hard to miss are the so-called “Super Motion” formats from Ströer. These are between 16 and 24 square meters large screens at the stations. Placed at the entrances or exits, they are already perceived from some distance from the passers-by and unavoidable contact with the advertising message arises. The XXL screens have a dominant spatial effect and can be used as a premium advertising medium.
Digital billboards in the outdoor area and at the roadside: The large screens are located at busy traffic junctions and have an eye-catching effect due to their size. As an example: Ströer offers, on the one hand, the so-called “Mega Visions”, which can be booked exclusively or split with two other advertising partners for a week or a month. In addition, there are the “roadside screens”, which address the citizens with an advertising message, for example, when they wait at the intersection. Thanks to LED technology, they are visible day and night and reinforce the viewing time through editorial headlines.
Digital screens in the mall: With promotional videos placed on screens in the mall, advertisers reach their target audience in a relaxed shopping mode. When shopping, people are looking for inspiration and are open to stimulation. They spend an average of 90 minutes in a shopping centre, which allows a high contact density to be achieved, which triggers a buying impulse. The screens are – as in train stations – integrated into 2.50-meter steles and show in one direction synchronously the same material.
Digital screens in cinemas: moviegoers are relaxed and receptive to advertising messages. Due to the high-quality environment, advertising messages are intensively perceived on the high-format Full HD screens in the cinema.
But that’s not all, because in taxis or in subways there are screens that can be used with editorial content and promotional videos. In taxis, disproportionately many decision-makers are reached. The screens are located at the back of the headrests. Via the mobile network, it is also possible to record advertising with a sound between news, weather and news.
What restrictions are there?
Especially for the DOOH formats, which are placed in the outdoor area and at the roadside, there are some things for advertisers to pay attention to. Actual video advertising is not possible here. Only images or cinemagraphs may be used. A video would distract road users too much and endanger traffic. Therefore, a maximum of cinemagraphs is allowed to be played, in which selected image areas move minimally and are an eye-catcher. Text may not be animated.
DOOH will become more relevant to advertisers as it develops programmatic advertising integration technology. Switching video advertising also on screens in the outdoor area and in highly frequented places has positive effects on brand memory.
At the point of sale, DOOH formats can directly influence the purchasing decision. Passers-by have no way to click away from the advertising as on the PC or on the phone. By integrating the advertising in an editorial environment, the advertising is received positively and found helpful. In addition, people are reached by videos in the DOOH area in situations in which they are receptive to advertising because they are looking for distraction while waiting or for inspiration in the shopping centre.
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