Did you know – According to a study by Research and Markets, the DOOH market size was valued at $41.06 billion dollars, and by 2026, it is expected to exponentially grow into a $50B market?
But, the catch here is that the rise and power of Digital-Out-Of-Home or DOOH advertising go beyond data and statistics – it is all around us and impactfully so. While Out-Of-Home (OOH) advertising has been around for a very long time, the entire space has been revolutionized, thanks to programmatic DOOH.
So, what did DOOH do so differently that we are seeing the growth that is panning out?
Owing to the rapid digitalization of our everyday lives, digital outdoor advertising started gaining quick momentum around 2018-19. However, the Coronavirus pandemic acted as a catalyst, hastening the worldwide acceptance of DOOH. In the face of the pandemic’s volatility, advertisers made use of DOOH’s agility, quick response time, and ingenuity.
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With the DOOH, advertisers get to offer high-powered content in real-time with reduced turnaround cycles. In addition, digital campaigns don’t demand the same printing and installation costs as traditional billboards, rendering them financially appealing to advertisers.
In this blog, we’ve explored the inevitable digital out-of-home growth and the campaigns that contributed to it. We have also taken an in-depth look at the factors that may have worked for DOOH’s exponential growth in 2021. Keep reading below to know more!
3 Best Campaigns Reflecting The Ascent Of Digital Outdoor Advertising!
Because digital displays allow for moving pictures and interactivity, DOOH campaigns have far more potential to make an effect than a traditional printed ad. Here are three such campaigns that have redefined the space while reinforcing its popularity:
1. GMC’S Interactive Content With Facial Recognition
GMC’s interactive campaign for Acadia SUV pushed the boundaries of DOOH marketing and audience targeting as we know it. GMC created compelling digital signage with dynamic content using facial analytics technologies and proximity-based advertising.
The DOOH Factor: Using AI, cameras in the digital display were able to determine audience demographics such as age and gender, and then provide one of 30 possible personalized video adverts to the user.
Futuristic? Or technologically dystopian? Either way, groundbreaking.
Another example of interactive dooh campaigns would be Dallas Cowboys’ ‘ Pose with the pros’ campaign. In this campaign, fans could take pictures of themselves with members ( virtual) of the Dallas Cowboys – through interactive screens installed at AT&T stadiums.
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2. Skoda’s Touchless SUV Campaigns
One of the prime dooh advertising examples, Skoda mixed-up things to promote its new SUV lineup in a covid-struck world. The campaign was presented on touchless digital interactive screens in shopping malls, allowing customers to interact with the material while also conforming to important health and safety rules.
The DOOH Factor: The interactivity functionality allowed people to appreciate an engaging user experience by making hand gestures instead of touching the screen. It also enabled them to explore inside the automobiles and even book a test drive.
3. McDonald’s Weather-Based Campaign
McDonald’s came up with a unique digital OOH campaign in the UK between the summer months of June and July of 2019. Here, they advertised two of their frozen drinks – strawberry lemonade, and the ‘Millionnaire’s Frappe.’
Instead of opting for a traditional billboard displaying their products, McDonald’s did some inventive and out-of-the-box…..weather-reactive digital outdoor advertising!
The DOOH Factor: The relevant creatives (the drinks) were displayed on the digital signs when the temperature crossed 22 degrees Celsius – a climatic condition where a cold drink seems naturally more appealing to onlookers.
The creative also immediately modified itself to display the city name and current temperature when the latter exceeded 25 degrees celsius.
Just like McDonald’s, eBay also leveraged the innovative capability of DOOH advertising. In the latter’s campaigns, creatives showing gardening equipment displayed on particularly sunny days; whereas rainy days prompted for ads showing rain gear.
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DOOH Advertising: What Worked For The Niche In 2021?
Digital outdoor advertising has come on leaps and bounds, as the technological renaissance unfolded over time. Around us, we can see the impact that DOOH advertising has made with an increase in the number of SSPs and DSPs partnering, resulting in greater inventory in media buying platforms. So, what is it that worked for the space in 2021? Keep exploring the space below to find out!
1. Work From Home
After the uncertainty that 2020 was, people became more adaptable to remote working in 2021. This means, there has been an obvious shift in an audiences’ movement – where they travel for work, where they hang out often, etc. This brought about a paradigm shift in moving the marketing target to a centralized hyper-focused locale.
This is where DOOH campaigns came in. With customized solutions that provide results, DOOH can help improve targeting – which is exactly what worked for advertisers in 2021.
2. Brands As A Driving Force
DOOH gives brands the flexibility to develop short-term promotional campaigns based on relevant customer behavior analytics. This, in 2021 so far, has contributed to the creation of a customized experience for each dynamic customer.
DOOH advertising liberates a brand as it allows them to modify their marketing strategies mid-campaign. By recording real-time impressions from consumers, brands can rectify their digital ads accordingly.
3. Demand For Touch-Free Solutions
2020 has made people more hygiene-conscious than ever – which has significantly contributed to the demand for touch-free solutions. And which is exactly what DOOH channels have provided.
With the AI integrated smart capabilities, consumers can engage with ads through DOOH functionality. Some of the DOOH campaigns that we saw above are excellent examples of this.
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Digital-out-of-home growth is the way of the future. Because of its generous fabric, it allows for the addition of data feeds, video, and the development of programmatic possibilities – making it an unequaled offering with enormous technological potential for growth. Furthermore, as technology advances in this arena, it will lead to more responsive and meaningful engagement with consumers.
With DOOH advertising constituting almost 30% of OOH revenues globally, it would be fair to suggest that advertisers who continue to reinvent themselves in this environment are more likely to touch new horizons in the coming years! In fact, according to a recent KPMG analysis, outdoor advertising has grown at an 11 percent annual growth rate over the last five years and if current trends continue, the advertising industry will continue to rise in 2022.
- Neha Shah
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