- 18 Oct 2015
- TPM outdoor
Effective Uses of Outdoor: Digital Out-Of-Home (DOOH) Advertising
Digital Out-Of-Home (DOOH) Advertising
Experience is a valuable currency. People remember great experiences, and shun bad ones. Think of the time you had excellent service at your local deli – it is likely you won’t mind returning for a second visit! When it comes to brands, people are more receptive when they have a positive experience.
Why Choose DOOH?
Out-of-home advertising is a great medium for marketers to create live interaction for people on the move. But more than a platform encouraging interaction between consumers and brands, OOH as a medium has evolved to it’s more developed counterpart: digital out-of-home (DOOH) advertising. Nielsen has found that close to 8 out of 10 Indonesians between the ages of 20 and 49 see static outdoor advertising while on the road, with cities such as Greater Denpasar and Banjarmasin clocking close to 90% of penetration rates.
The difference between DOOH and static OOH? Just imagine the possibilities when your digital billboard ad is paired with the latest mobile technologies in the market: motion detection, facial recognition, and mobile wallet payments. Marketers now have a treasure trove of user experience that they can orchestrate, with the latest technologies in DOOH.
Among the many pulls of DOOH, is the increase in consumer’s desire to interact with the advertisement in real-time. The medium has evolved, and marketers are pairing mobile technology with the in-place presence that outdoor ad spaces have to reach specific target audiences. In other words, billboards and DOOH ad spaces are now far more interactive than ever, and people love that!
Capture the attention of people, with strategically located ads that are more than the traditional ads – turn these OOH ad spaces into a means of letting your audience know your brand on a more intimate level. Ads that respond to people’s attention, interact with them by means of their mobile devices, and catch their reactions to the ‘live’ creative are ways you can tap into the potential of DOOH.
Proven By The Numbers
In a the 2015 Digital Billboard study by Nielsen, commissioned by the Outdoor Advertising Association of America (OAAA), digital billboards are shown to reap positive recall and consumer attitudes. More than half of the respondents recall the messages they saw on the digital billboard, with 8 out of 10 people remembering the advertisement they saw in that month alone. This speaks volumes about the effectiveness of DOOH.
These findings are supported by the numbers in Southeast Asia. According to the Nielsen Consumer & Media View 2015, outdoor media in Indonesia has the second highest reach of consumers, with 52% behind television. Over two thirds (67%) of Indonesians are out-of-home on weekends and weekdays, close to two hours on average are spent on travel alone.
With the limitations in land space in Singapore and other South East Asian countries, many media planners have looked towards innovating within existing spaces and maximizing the leverage from their current ad spaces. DOOH is a medium that offers both planners and marketers the creative flexibility to innovate. It’s no wonder then, that back in 2012, the Singapore Business Review reported that “the outdoor advertising spend in Singapore was US$106.4 million.”
Campaigns That Embrace DOOH
Big names such as IKEA, McDonald’s, and Coke have reshuffled their marketing budgets to adopt a multi-channel approach with their campaigns, incorporating outdoor advertising to build brand equity and increase sales. Take a look at Ikea’s RGB outdoor ad – the campaign leverages on the strengths of OOH, and show that within a single ad space marketers can do so much.
But that’s just static OOH. Now look at Apotek Hjärtat’s DOOH ad that reacts to approaching trains: how simple yet powerful a message to commuters, with the flexibility of a digital screen that can come ‘alive’ at the right moments. Side by side, it’s easy to see the draw of OOH and DOOH as effective tools for marketers to create unforgettable user experiences that people will simply want to share!
If you want your brand to cut through the clutter, speak with us. TPM Outdoor has Digital advertising spaces across Asia. Contact us at 6273 0556 or firstname.lastname@example.org!
TPM OUTDOOR is an Outdoor Media group with more than 100 media locations in South East Asia. Headquartered in Singapore, TPM Outdoor has subsidiary companies in Indonesia, Myanmar and Vietnam and affiliate offices in the Philippines and South Asia. We take pride in providing our clients with:
– On-ground local expertise, offices, people & billing in rapidly developing Asian Markets;
– Years of proven experience and know-how for regional and local implementations;
– Impactful, eye-catching solutions at prime locations to reach the right people.