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  • Writer's pictureJackson Tarrant

Let's Get Digital! With Out-Of-Home Media

Updated: May 11, 2021

Published on, Aug. 26, 2020.

The concept of digital out-of-home (DOOH) advertising is often reserved for booming metropolitans and utopian societies. Although we have yet to achieve Blade Runner status, digital out-of-home media is going to eclipse traditional OOH media in just a few years. OOH media is one of the oldest and easiest to recognize forms of advertising. It uses traditional tactics such as billboards, bus shelter signs, and wacky inflatable objects. These methods are proven to be effective for increasing brand awareness (think upper funnel). Yet, as the need for data has increased, advertisers have turned to digital out-of-home media, giving them a brand new toolbox.

So, What Can Digital Out-Of-Home Offer?

The advantages of digital out-of-home advertisements are numerous and offer unique experiences that traditional OOH isn’t capable of. Digital enables measurement and context for the ads being placed outdoors. It allows you to consider dynamic factors such as time of day, the weather, or even the total number of users within a specific location. In 2020, digital out-of-home advertising spend in the US is set to reach $2.72 billion and capture 33% of all outdoor advertising. There are clear advantages to digital out-of-home advertising, but the goal remains the same: broadcast messages to potential users while they’re on the go. Take a look at how rapidly the digital medium is catching up to traditional OOH media:

Digital Out-Of-Home Media Post COVID-19

During Q2 lockdown, outdoor activity and foot traffic ground to a halt. As a result, advertisers adjusted their strategies or modified their contracts to include digital components. The reason is that digital out-of-home media can be used in much more targeted ways. Advertisers have the ability to track and understand what’s happening in the moment, such as the lockdown status or political climate within a specific geography. This allows marketers to tailor their messages accordingly. eMarketer notes that most of these changes are accelerations of pre-existing trends, rather than transformative shifts in the market. As evidenced below, the largest brands in the world continue to increase their spend on OOH media year over year.

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Interested in kick-starting your first DOOH campaign? Contact us to learn more about running campaigns with AcuityAds and for an overview of the benefit digital brings!


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