September 4, 2020
When you add digital screens to your Out of Home advertising mix, things get way more interesting — and impactful. These are the types of digital OOH you need to know
Predicted to be worth $15.9 billion by 2027, Digital Out of Home advertising (DOOH) is disrupting the way advertisers deliver their messaging in the real world — reaching target customers in a more direct, and entirely unskippable, way.
And considering the rise of ad blocking online, that kind of exposure can be invaluable to today’s brands.
Wondering which of the many types of street, or DOOH, advertising is right for you? Try these 4 on for size...
Billboards are one of the oldest types of Out of Home (OOH) advertising in the world, punctuating roads and highways across the globe.
But — much like online ads — after you’ve seen a few billboards, they all start to look the same.
By injecting some dynamic, vivid, moving imagery into a billboard using digital technology, the experience is transformed. Not only are digital billboards more attention-grabbing — having 2.5 times greater impact than static ads — but they’re also far more dynamic, with the option to cycle ad creatives to see what performs best.
Here at Vertical Impression, we’ve got a bit of a soft spot for elevator advertising. Heck, we built a whole business around it.
Why do digital elevator ads work so well? There are countless reasons, but here are some of our favorites:
How many times have you sat waiting for, or riding, the subway without a book, a paper, or a smartphone and scanned every single ad?
Probably quite a few.
Now imagine that these ads are animated, colorful, and always changing.
Not only would you be more likely to pay attention to them — you’d also be more likely to keep your attention on them just to see what comes next. For the business behind the ad, this means an engaged, focused, audience, resulting in a reported 50% messaging recall.
They say you shouldn’t go grocery shopping when you’re hungry. Why? Because 84% of all shoppers admit to impulse buying — and you can imagine that number only gets bigger, the hungrier they are!
But from a marketer’s point of view, this represents a big opportunity.
Digital in-aisle displays can help stop a browser in their tracks; getting them to trade-up, make use of a promotional offer, or try something new.
And when you can flex your messaging based on the weather outside, you can really monopolize on the sudden change in customer behavior a heatwave, rainy day, or cold spell brings.
A big bowl of warming soup in August? Stranger things have happened.
As we’ve seen, the real power of DOOH is in its ability to capture the focused attention of passers-by. In the case of elevator ads, this effect is amplified, creating the perfect environment for true engagement.
At Vertical Impression, we believe programmatic, elevator-based DOOH is the perfect partner to digital channels. If you’d like to understand why — and find out how our platform could supercharge your visibility — get in touch today and say hello.
