Digital Out-of-Home (DOOH) advertising refers to any form of digital display that’s shown in a public environment. As a marketing channel, outdoor advertising has seen a recent resurgence in popularity that’s indicated by the Google Trends data over the last 5 years:
This chart looks at search engine trends from Google over the last 5 years for the out-of-home advertising topic.
DOOH can take many different forms from stationary billboards and outdoor signage to innovative new mobile applications like rideshare advertising or even inclusion in the Metaverse.
Here’s some quick facts and statistics about DOOH Ads:
- Globally the DOOH market size was $6.8 billion in 2021.
- That’s expected to grow by a 13.8% CAGR over the next 6 years.
- By 2030 the market size is projected to be around $54.83 billion.
- DOOH advertising spend rates are expected to grow by 19.2% in 2023 alone.
- DOOH is overtaking traditional ads and will make up 42% of US OOH ad revenue.
- In 2020 there were 9600 digital billboards in the US and that number is on the rise.
What Is DOOH in Digital Marketing?
Edison Interactive states DOOH as the term used to describe digital advertising in public spaces. It is a market that has exploded in recent years as companies, brands, and individuals use advertising as an essential part of marketing.
The increasing reliance on digital services by consumers and businesses has led to an increase in the number of people interested in DOOH statistics. From advertising metrics to demographic analysis and insights, this article will cover everything you need to know about this booming industry.
Chances are, this is an industry term you’ve heard before. If not, then you’re among the only ones that haven’t. Ubiquitous as these devices are, there’s a lot of confusion about DOOH marketing. First, you must know that DOOH differs from traditional digital marketing forms. A campaign for a product or service can take place on the Internet, engaged in traditional ways using retail outlets, or through a direct reach through social media or the telephone. DOOH is different. In fact, according to Marketing Doctor, while online campaigns are mostly driven by direct site engagement and conversions, the impact of DOOH exposure can be measured in multiple ways including brand lift, foot traffic, web conversion, sales lift and more.
There are many ways a company can utilize its out-of-home advertising to increase brand awareness and engage with its customers. When coming up with an OOH media plan, OAAA notes that it is crucial to understand a brand’s advertising goals. To do so, they will need insights from companies specializing in these services. A new solution has emerged to provide companies like yours with the help you need: digital out-of-home marketing.
This chart shows the DOOH market size growth projections from 2017 to 2027.
DOOH Market Size
Digitizing billboards and other DOOH ad units make it possible for businesses to reach a broad audience with little cost. The combination of the Internet and these technologies made it possible for companies trying to establish themselves in the market by attracting potential customers through their products or services; gain sales from their goals. In other words, DOOH does not just show the message but also takes action.
For this reason, it is necessary to have ample space to put up the billboard so that many people can see the message. Also, DOOH devices don’t only show advertisements for products and services. It also shows public service announcements and other forms of informational messages. This makes it possible for advertisers to give vital information to the public when they need it most.
This chart shows the projected growth of advertising spend in the DOOH space.
For digital out-of-home advertising, there is a 19.2% advertising spending growth expected, with spending growth expected to reach $3.84 billion in 2023, according to emarketer. In addition, DOOH is expected to contribute 42% of all US OOH advertising revenue. As DOOH continues to evolve, digital advertising has become more competitive and compelling. The platform’s reach is ideal for promotions such as coupons and contest entries, helping marketers to target consumers at the point of consumption.
How Do Digital Advertising Billboards Work?
Digital billboards, in one way or another, are similar to older forms of outdoor advertising. The differences between billboards and digital billboards are their applications and sizes. Digital billboards use electronic screens to display any message from a company.
Similar to other forms of digital advertising, placing digital billboards is no different from putting up traditional billboards. It makes them ideal for small and large businesses that wish to advertise their products or services. It is also perfect for small companies wishing to see growth by visibly placing ads using expensive billboards.
Placing digital billboards is also just as easy as putting up traditional billboards.
- First, an area must be selected for the billboard to be placed. It should be in any location that gets a lot of traffic from people who have the potential to be customers.
- The next step is choosing between a company ad or a personal one on the billboard.
- The third step would be choosing the type of screen for the billboard, either LED or LCD.
- The last step to placing the billboard would be deciding what kind of creativity should be used.
What Are the Benefits of Using Digital Billboards?
They offer a good return on investment compared to other forms of advertisement, according to a Bannerflow study of various brands over five years.
Another benefit of using digital billboards is using them for various messages. It can relay information about product promotions, coupons, and even contest entries to the public. This will help not only bring more customers to businesses but also keep them coming back.
Also, unlike traditional billboards, this medium offers interactivity and flexibility similar to social media marketing. With the help of these screens, businesses can use them for advertising their products or transmit vital information such as weather reports, contests, and others that can attract customers to their business. It also helps businesses to answer any questions people may have about their products or services.
Another significant benefit of digital billboards is that they help businesses target potential customers in any part of the world. It can reach any specific area and time, anywhere, anytime, and at a low production cost. This will allow companies to advertise their products and services in their home city and worldwide.
Is DOOH Suitable for Every Type of Business?
DOOH is a great way to advertise your business as it can be used by small companies and big businesses looking for a cheaper advertising medium. It is perfect for companies that want to stop spending money on expensive billboards instead of on DOOH advertising.
These kinds of billboards are also very ideal for small businesses that are looking for ways to reach out to their potential customers in a low-cost way. These businesses can advertise their products and services by displaying them on these billboards at a low cost, especially compared to traditional advertising types.
No matter what kind of company you have, whether small or big, DOOH is the best way for them to reach out to their potential customers and let people know about their products and services.
Types of Digital Out-of-Home (DOOH) Advertising Media
There are different types of DOOH media, and these are as follows:
LED Digital Billboards.
According to Statistica billboard advertising statistics, there were around 9600 digital billboards in the US as of 2020, and this is expected to rise.
The total number of digital billboards in the United States grew to 9600 total.
LED digital billboards use light as an LED screen to display multiple types of graphics and media content. These screens can display videos, still images, text, and music. These screens can range in size and shape depending on the purpose and intention of the screen. Some signs display DOOH media so people can use them for such purposes as shopping malls, airports, sports arenas, and even hallways.
Transit Displays.
Many different kinds of transit displays are available and come in many sizes. They can be found in buses, subway stations, on cartops and other places that many people visit daily. These displays are used to deliver information to the public.
This cartop advertising display offers a mobile DOOH solution in major cities.
The screens on these transit systems display a variety of graphics, videos, and even advertisements. They are usually located in busy areas where people can pass daily.
Electric Pole Advertising.
There are many electric poles in major cities. These poles are used to place a digital display, which is used for advertising anything. They are low-cost forms of advertising and can reach millions of people daily.
Many cities sponsor this type of OOH on existing infrastructure.
Retail Displays.
Retail display boards are placed in stores to attract and encourage consumers toward a particular product or service. They display graphics, videos, prices, and even product images so that customers can see what they will be getting before deciding to buy something. These displays can be found in clothing stores, grocery stores, and gas stations.
Getting your offer top-of-mind as someone enters a retail establishment can be a very effective DOOH ad strategy.
Street Side Displays.
These outdoor displays promote many things, including businesses, stores, and more. These are placed on significant roadsides and at the entrances of businesses. This type of display is spread worldwide, and these boards often include advertisements and information about the products or services being advertised.
High traffic street side areas like bus stops can attract a lot of attention to your campaign.
How Do DOOH Outlets Benefit Businesses?
DOOH outlets used by businesses can promote a business and make potential customers aware of its products and services. It helps make them more popular in the eyes of consumers and keeps their reputation high. It also is used to gain new customers by delivering information about discounts, promotions, and other events.
How effective is DOOH? Neilsen notes that 69% of viewers took some form of action after viewing digital street-level advertisements. This advertising option has been around for years but has recently increased because of the introduction of digital billboards.
As we have seen, the use of DOOH can significantly benefit businesses because it can effectively reach out to potential customers looking for a product or service. It is also a highly effective way of delivering information about products and services of a brand to current and potential customers.
