IS DOOH SET TO REVOLUTIONIZE DIGITAL ADVERTISING IN THE UK?

Cards on the table, mobile advertising has become a trusted ally for UK marketers, helping businesses win the hearts of consumers. Even though it is only a subset of a whole digital advertising strategy, currently, it is one of the UK marketers' favourite tools.

However, don't rush to see it as the sole go-to option when prioritizing your digital marketing channels.

If you are expanding your business to the UK market, you should consider the growth potential in alternative digital ad formats.

For instance, in 2021, while online radio advertising experienced the highest growth rate among digital ad formats in the UK, the future seems bright for Digital Out-of-Home (DOOH) advertising. You might wonder why. Well, projections indicate that DOOH is set to lead the way with an impressive year-on-year growth rate of 33.2%. Not too shabby, right?

That said, let's explore why Digital Out-of-Home (DOOH) advertising might just be the next big breakthrough.

To kick things off, let's explore the world of Digital Out-of-Home (DOOH) advertising and its incredible possibilities.

DOOH advertising is a vibrant advertising medium that takes advantage of the power of digital technology to present visually captivating ads. These ads come to life in public spaces (hence the 'out-of-home' tag), displayed on digital screens like electronic billboards, digital signs, and interactive kiosks. DOOH advertising equips you with the tools to connect your business with consumers in the physical world, complementing other forms of digital advertising. DOOH is gaining popularity, due to its ability to capture the attention of potential clients in public spaces and deliver relevant and engaging messages.

How Can DOOH Give Your Business the Edge?

• You can display your ad in high-traffic areas:

With DOOH your ad will be seen by a wide audience in areas like shopping malls, airports, bus stops, hospitals, education centres, fitnesses, and even highways. Practically, in any place where these digital screens and electric billboards can be installed.

• You can adapt your ad content:

Marketers can easily modify ads in real-time, allowing for time-sensitive adjustments such as product promotions and special offers. In addition, this flexibility allows for a quick change of strategy or ad creative in case you see that a particular approach outperforms the others.

• You can manage who sees your ad:

With DOOH you can target your audience by using factors like location, time of day, and audience demographics. What about privacy concerns? While Internet users don’t like being tracked for the purposes of direct marketing and retargeting, DOOH uses alternative ways to gather data. It focuses on understanding the collective behaviour of groups of people by using mobile location data. This allows DOOH to target specific groups while maintaining anonymity. For example, it helps determine the busiest areas in a mall, guiding the optimal placement of digital displays.

• You can encourage your audience to connect to your product or service:

Some DOOH displays provide interactive functionalities, enabling potential customers to actively engage with the ad’s content using features like touchscreens. Another good thing is that potential buyers cannot use Adblocker, skip the ad as they do on video streaming platforms, or close the pop-up. Once you get their attention and spark their interest, they won’t help but check out what the fuss is all about. Just a quick tip - you can even increase your social media following or drive traffic to your website by simply encouraging the audience to scan a QR code to get a limited discount for example.

• You can choose your ad’s format:

On a DOOH display, you are free to use your favourite content type including static images, videos, animations, and even real-time data. If you go for a video or animation format, you can even weave the power of storytelling into the storyline of your ad. Just think about it - in a matter of seconds, you can illustrate how your product or service effectively addresses the everyday challenges of your target audience. By the way, if you need a reliable tool to create your own ads in any format you desire we are pretty sure that our Creative Management Platform is what you have been looking for! Give it a try.

• You can measure your results:

Your marketing team can partner with different mobile operators to track the effectiveness of their DOOH campaigns and ROI on their campaigns by measuring impressions, software analytics, mobile data, engagement rates, and audience demographics.

• You can rely on programmatic technology:

You can make your campaigns even more effective by automated and data-driven purchasing of DOOH ad space. Based on the collected data, the desired outcomes, and your budget, your marketing team can programmatically determine when, where, how, and for what duration the ads will be displayed.

What does the future hold for DOOH based on consumer behaviour?

After the pandemic people have recognized their need to spend more time outside their homes. This should ring a bell for marketers anticipating consumer needs and behaviour. For instance, The Out-of-Home Association of America found that in 2021, 70% of Americans preferred to spend their free time outside and in the meantime, 75% disliked seeing ads on their digital devices. This opens the doors to a huge potential for out-of-home advertising campaigns. What makes the case for DOOH even stronger is that 46% of Americans say that they would initiate a Google search if they saw an outdoor ad that caught their attention. In addition, analysts observe a consistent annual growth rate of 4% in the outdoor advertising market, with even more impressive figures for digital formats, showing an annual increase of +16%.

To sum up, looking for alternative ways to boost sales is essential for every business. To achieve consistent and predictably favorable outcomes is important to look into analytics, consumer demands, and future market expectations. If you are exploring new avenues in digital marketing, DOOH is certainly worth considering.

Get in touch with us to learn how our team can be your trusted ally in this new endeavour.