Smart Phones, Smart TVs, Smart Speakers—and now Smart Out-Of-Home. Welcome to Digital Out-Of-Home (DOOH)
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- Digital Out-of-Home (DOOH) advertising is transforming public spaces by integrating technology into traditional advertising formats, creating more engaging and interactive experiences for consumers.
- The rise of smart devices and screens in various environments enhances targeted advertising, enabling brands to reach specific audiences based on location, time, and demographics.
- DOOH is poised for significant growth, driven by advancements in AI, programmatic buying, and data analytics, offering brands real-time insights and improved ROI in their advertising strategies.
In today’s interconnected world, consumers are constantly engaging with digital screens, from the devices in their pockets to the displays in their homes. Now, outdoor advertising has joined the digital revolution, transforming static billboards into dynamic, programmatic platforms. Digital Out-Of-Home (DOOH) advertising has emerged as one of the fastest-growing programmatic channels, with global expenditures projected to hit $45 billion USD by the end of 2024, according to MarketingCharts.
The Rise of Programmatic DOOH
Out-Of-Home advertising is no longer limited to stagnant messages. DOOH has revolutionized the way brands communicate with consumers in public spaces, leveraging real-time data to deliver personalized, impactful content. The rise of programmatic DOOH is part of a broader shift in Out-Of-Home advertising, with advertisers increasingly turning to automated systems to target and engage consumers in dynamic ways.
In 2015, DOOH made up just 17% of the total Out-Of-Home (OOH) ad spending. Fast forward to 2023, and that number is expected to surge to 42%. This substantial growth demonstrates the industry’s confidence in the power of DOOH to reach, engage, and convert consumers in high-traffic, real-world environments.
Why DOOH Works: Engaging Consumers Where It Matters
The effectiveness of DOOH is evident in its ability to drive real-world actions. Studies show that a significant number of viewers took some kind of action after seeing a digital street-level ad. These actions included:
- Searching for an advertiser online
- Visiting the business in person
- Sharing the ad or brand on social media
This type of engagement shows that DOOH does more than just grab attention—it inspires consumer behavior, making it a critical tool for both awareness and conversion. In a time when consumers are bombarded with digital messages, DOOH stands out by being part of their real-world experience, creating a seamless connection between the digital and physical worlds.
Where can these ads be seen? Your gym, a gas station, a salon, grocery stores, shopping centers, restaurants and more! Basically, everywhere we go in our daily lives. DOOH is hitting more than just the streets! With more people on the move this is a smart place to be.
Future Growth: The $50 Billion Opportunity
The future of DOOH looks even brighter. By 2026, the market is projected to grow to $50.42 billion USD, further solidifying its role as a key player in the advertising ecosystem.
Why You Should Embrace DOOH Now
For brands and marketers, the opportunity to engage consumers through DOOH is greater than ever. As programmatic capabilities continue to expand, DOOH offers unparalleled targeting and flexibility in Out-Of-Home advertising. Whether you’re looking to raise brand awareness, drive foot traffic, or increase online engagement, DOOH provides a scalable solution that delivers real results.
As we look to 2024 and beyond, DOOH is not just the future of Out-Of-Home advertising—it’s the present. Make sure your brand is part of this exciting revolution in advertising.
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