What Exactly Does “DOOH” Mean In Media?
In very simple terms – DOOH media, or digital-out-of-home media, is another term for broadly describing electronic signage that used in areas “not” in the home. The world of DOOH media has changed the way we think about advertising, present ideas to members of staff and engage with existing customers. If you are a business that has yet to delve into using indoor digital signage or outdoor digital signage, you may be surprised to learn about the many positive benefits that come from implementing DOOH media into your future marketing strategies and workflows.
In this article, we will take you on a beginner’s guide to the world of DOOH media. Let’s take a look…
Draw Attention
All marketing is an arms race to see what brands can draw the attention of a potential customer, and DOOH media is an essential tool to use in your own arsenal. The modern consumer is faced with an onslaught of ad content every day, from their laptops, TVs, smartphones, and other personal devices. As a result, the likelihood your digital advertising will break through the noise is relatively low, as people have grown accustomed to simply ignoring promotional material.
In contrast, DOOH media is a form of “interruption marketing,” i.e., an advert which is harder to ignore and cannot be skipped, muted, or unsubscribed from. This in turn allows you to capitalise on times when consistent messaging is more likely to break through to your audience, such as their daily commute or when they are shopping. There are numerous examples in busy pedestrian areas proving how effective well-placed DOOH media can be, including the larger scale outdoor posters that adorn the London IMAX cinema and Cromination.
Get Creative
With a range of different shapes and sizes available with Teksmart® digital screens, it is easier than ever to create a campaign that accommodates the specifications of your advert. Compatible with most operating systems, DOOH media gives you a wider platform than ever to showcase engaging video content.
Social media engagement goes hand in hand with clever implementation of digital signage solutions, and you only need to look at viral marketing campaigns from the last few years to serve as inspiration, including Pepsi Max’s interactive bus shelter video from 2014. Investing in the expertise of a skilled content team to produce clever guerrilla marketing tactics can elevate your promotional material into real, interesting talking points that connect with your audience.
Target Your Audience
Using DOOH media allows you to more accurately target the kind of people most likely to purchase your products or services. Online marketing can often be randomly assigned due to fickle algorithms and personal search histories, meaning your advert may have little or no relevance to the consumer it is sent to. With DOOH media, you can physically place adverts where your audience is more likely to buy your product. For example, many train platforms use DOOH media on outdoor freestanding displays to advertise novels, to encourage people to visit the book shops in the station.
To expand on this further, touch screen kiosks help to encourage a more interactive approach to your marketing, allowing you to collect relevant data relating to your customer’s purchasing habits. Online marketing pushes have taken a hit in the last couple of years due to stricter GDPR laws, making it harder for businesses to assess customers wants and needs. Touch screens can help your business analyse what products are selling best and what marketing is reaching its target, helping you to tailor future content to accommodate your consumer’s preferences.
Reach New Markets
As well as engaging with people more likely to buy your products, by using DOOH media, you may begin to reach new audiences who may never have been aware of your business. Online marketing has arguably lost its initial novelty, with many business emails and social media posts being sent straight to the spam folder or simply ignored. In fact, studies suggest that the retention rate afforded to social media advertising is far lower than when seeing an advert in person.
DOOH media takes all the advantages of traditional outdoor advertising but modernises it. Older, more static signage relied upon concise, simple brand messaging to not overwhelm passers-by with information. With moving video content, you can create longer marketing narratives that will be more effective at drawing attention to your brand’s messaging.
For more information about DOOH media and how it could be applied to your business, contact our sales team to speak to an expert, via our phone number at 01530 382 170 or by email enquiries@teksmart.tv.
