What is Digital Out of Home Advertising?
Over the years, most advertising methods have focused on reaching potential customers in their homes. Both television and mail advertisements target people in the time they spend in their houses or apartments, focusing on entertainment or daily tasks. Social media ads target users throughout the day, anytime they are using their cellphones or other devices. But what about the time people spend on the road, driving, commuting, or biking? According to a report from AAA, Americans collectively spend 70 billion hours driving. 70 billion hours without exposure to television, mail, or even social media. That’s where digital out of home advertising (DOOH) comes in.
Digital out of home advertising meets consumers in a middle ground between home and work. Here they are less distracted with their own technology and more receptive to advertising messages.
It’s harder to view advertising on your phone when you are driving down the road or walking. This is why DOOH advertising is effective. DOOH also has a much larger reach than other forms of advertising for less cost, and with fewer barriers and congestion compared to online advertising. In fact, it’s one of the fastest-growing advertising methods, according to the Clearcode blog.
Digital Out of Home Advertising Examples
In the past, out of home advertising consisted mainly of static signs and billboards. However, as technology has advanced, many forms of outdoor ads are now digital, as the name suggests. Examples of DOOH advertising includes digital billboards, signs, banners, and kiosks.
DOOH advertising can be found on buildings, along highways, and at bus and train stations. You have likely seen examples of DOOH, whether it was on your commute to work or the last time you visited the airport.
Although it targets consumers without collecting data about them, DOOH advertising is not necessarily an isolated form of advertising. Studies have shown that when consumers see advertising messages on led signage or billboards, the click-through rate on mobile advertising increases as well.
How to Advertise with DOOH
Advertising with DOOH will be an investment. There are a few options for entry into this marketing channel. First, you can bid for space on billboards owned by large companies or participate in an auction process.
On the other hand, you can choose to buy your own digital billboard. This allows you the freedom and flexibility to choose and display your message without the need for a middle-man.
Why Invest in DOOH?
Investing in digital out of home advertising comes with proven returns. According to the Small Business Association, owning a digital display, like an LED sign, can increase your revenue by a minimum of 15%. One of our customers who invested in a GDTech LED sign saw their sign pay for itself in just 6 months with their increase in revenue, not to mention the customers constantly mentioning the sign as they did business.
If you are able to purchase an LED billboard in a premium location, you may even have the opportunity to lease out space on your billboard for other companies to advertise on.
Along with the increase in revenue, there are other intangible rewards to having an LED display. DOOH advertising can make your business stand out from competitors and distinguish you as a high-quality brand. Your LED billboard is like a spokesman for your business, touting the benefits of your product or service to the community at all times. This advantage used correctly can contribute to a positive reputation and presence in your community, bringing in future business and opportunities.
GDTech is the leading LED manufacturer in Salem, Oregon, serving locations all over the United States. We focus on high-resolution LED signage that lets businesses tell their stories effectively.