In the ever-evolving landscape of advertising, staying ahead of the curve is paramount. As we are about to step into 2024, advertisers are presented with a variety of opportunities to captivate their audiences, with Digital Out-of-Home (DOOH) advertising emerging as a powerful medium. We will highlight three compelling DOOH media types that advertisers should seriously consider this upcoming year.
Being Big and Bold
Large format inventory comprises expansive, attention-grabbing screens strategically positioned in high-traffic areas such as highways, bus stops, and city centers. These oversized displays are impossible to ignore, making them perfect for brands aiming to connect with large, mobile audiences and enhance upper funnel metrics like product and brand awareness. An example is the NBA's programmatic DOOH campaign celebrating its 75th Anniversary. By utilizing high-impact digital screens, including takeovers in Times Square, the NBA significantly boosted audience engagement and awareness, surpassing other major live sporting events. Large format DOOH screens ensure widespread visibility and enable impactful creative messaging, guaranteeing consumer engagement and tangible results.
Tailoring Consumer Experiences
A newer and exciting form of DOOH media has gained traction: place-based media. This category involves screens strategically placed in everyday environments like gas stations, taxis, malls, and restaurants, providing brands with a unique chance to engage consumers in their daily activities. For instance, a shoe retailer might target gyms, malls, and health food stores to promote running shoes, ensuring ads reach relevant audiences. Similarly, a credit card company could display travel deals in airports and hotels. By leveraging these contextually relevant environments, brands can create tailored experiences, reaching the right consumers and driving significant campaign success. A beauty retailer, for example, employed place-based media across diverse venues, leading to increased engagement and positive metrics across the board.
Influencing Purchasing Decisions
Point-of-purchase media, a subset of place-based advertising, stands out for its ability to influence purchasing decisions at crucial moments. Positioned within retail environments like grocery stores, pharmacies, and convenience stores, these strategically placed screens capture consumers' attention while they shop. Placed along product aisles or in checkout lanes, these displays enable advertisers to sway consumers' choices during their brief decision-making window. For example, a liquor brand may offer exclusive discounts in liquor store aisles, while an allergy medicine company could promote its products next to tissue boxes in pharmacies. A successful campaign by Jägermeister showcased the effectiveness of point-of-purchase advertising, employing DOOH media in various stores to boost brand awareness, consideration, and purchase intent among their target demographics. By staying top-of-mind throughout the consumer journey, Jägermeister achieved substantial increases in these key metrics.
Cate Bender, the author, is Project Coordinator of Marketing Keys