Digital Out of Home is a new frontier in awareness advertising, find out how to put it to use with FieldTest:

For years, Out of Home Marketing (traditional billboard, display posters, and cab tops) was a mainstay of awareness buys. Very few ad placements had the same kind of impact as a large format billboard on the side of a busy highway, and most brands incorporated some element of Out of Home into their advertising budgets. Now, with the rise of digital technology, OOH advertising has become even more powerful. Digital out-of-home (DOOH) advertising allows marketers to display dynamic, engaging, and targeted ads in high-traffic areas using digital screens. This means all of the impact of traditional Out of Home, but with the affordability and efficiency of digital advertising.

DOOH advertising may be on the rise, but what exactly does it offer your business? In this post, we'll discuss the top 4 reasons why marketers should consider using DOOH advertising with FieldTest.

1: DOOH advertising offers unparalleled reach and visibility

One of the primary reasons why DOOH advertising is so effective is its ability to reach a large audience. Unlike traditional billboards, which are often purchased individually, DOOH displays can reach a much larger number of people in a shorter period of time through dynamic digital placement. Additionally, DOOH advertising can be targeted to specific locations, demographics, and times of day, increasing its effectiveness even further. All of the controls you have over your current digital advertising apply to DOOH

For example, a company promoting a new store opening can use DOOH ads to inform customers in the neighborhood of its location, including people who have seen their other advertising efforts. A digital billboard located in a busy city center can attract a significant amount of foot traffic, while a screen in a shopping mall can target potential customers in a specific location. This level of reach and visibility makes DOOH a powerful tool for marketers.

2: DOOH advertising is more engaging than traditional ads

One of the key advantages of DOOH advertising is its ability to use trusted traditional ad placements such as billboards and mall displays to create much more engaging and interactive ads. Unlike traditional billboards, DOOH displays can incorporate dynamic and interactive elements that grab people’s attention and keep them engaged. This includes animations, videos, and interactive content that can be updated in real-time.

For example, a company promoting a new movie can use DOOH advertising to create an interactive experience for potential viewers. By displaying a trailer for the film and allowing customers to engage with it through the embedded screens or their mobile devices, the company can create a more immersive and engaging experience. This type of engagement is essential in today’s world where people are bombarded with advertising messages on a daily basis and a certain oomph is needed to cut through the noise.

3: DOOH advertising provides valuable data and insights

Another key advantage of DOOH advertising is its ability to provide valuable data and insights that traditional billboard placements never could. Some DOOH displays are equipped with sensors that detect footfall data, others are located in places like malls where foot traffic is recorded and saved, still other DOOH ads like in-taxi screens have impressions collected based on the number of rides your ad was played during. All of this data can be used to optimize campaigns and measure their effectiveness.

For example, a company promoting a new product can use DOOH advertising to track how many people interacted with the display and how long they spent engaging with it. This information can be used to optimize the display’s content and placement, ensuring that it reaches the right people at the right time. This means essential digital advertising tools are finally applied to traditional ad spaces, this is a huge opportunity for digital marketers.

4: DOOH advertising is cost-effective and flexible

One of the biggest advantages DOOH advertising offers is the fact that it is so cost-effective and flexible, making it an ideal medium for businesses of all sizes. Unlike traditional advertising methods, DOOH displays are published based on the same price bidding technology as traditional digital ads meaning you can easily index your campaigns to your budget level. Additionally, they can be updated in real-time, allowing marketers to adapt to changes in the market or respond to current events quickly, making it a cost-effective option for businesses with limited budgets who need dynamic, real-world advertising solutions.

The rise of DOOH advertising has transformed both the digital advertising and traditional out of home marketing landscape, offering marketers unparalleled reach and visibility, more engaging ads, valuable data and insights, and cost-effective and flexible options. In a world where advertising messages are everywhere, DOOH advertising is a powerful tool for marketers to stand out and connect with customers in real-world environments and FieldTest is here to help you unlock this powerful set of tools.

Reach out to your account manager or contact us to find out how FieldTest can help you put DOOH to work for your brand.