What is digital advertising? Digital advertising includes more media variables that you might think. There’s a fine line between what people call digital advertising and digital signage. By basic definition digital signage includes all electronic displays. In the advertising world digital signage includes digital displays used by brands and marketers to reach the public in high trafficked locations. This particular digital signage is most often referred to as digital out-of-home (DOOH).
What is digital advertising as out-of-home media?
DOOH is often used for real-time and interactive campaigns, but even without these detailed functions digital out-of-home also allows for general creative flexibility. Since the messaging is digital in nature advertisers save on printing and installation costs. This often translates to a use of multiple campaign creative. DOOH copy can be changed with the click of a button, giving digital campaigns a versatility that most static campaigns don’t have. In addition to low production costs and increased versatility, DOOH also has the major advantage of standing out over static displays.
Other terms for DOOH
- Digital out-of-home
- Digital signage
- Screen Media
- Place-based digital
- Digital merchandising
- Digital media networks
- Narrowcasting
- Captive Audience networks
- Digital advertising
Types of DOOH areas
DOOH is used in many different areas for unique purposes. Targeting and use of particular forms of digital signage depend on campaign goals and consumer traffic.
- General public area displays are in high traffic areas and target general consumers. Messages are often attached to weather, traffic and other news. These digital ads can also include directory areas.
- Industry specific digitals are placed in areas to target consumers with specific interests. The use of digital ads along side NASDAQ news could be placed in lobby areas of a brokerage building. Health specific ads could be used in doctor’s offices and medical clinics.
- Point of purchase digitals can direct consumers to additional purchase opportunities. Placed in c-stores, malls, grocery stores and other shopping areas, these POP digitals are one last chance for advertisers to reach consumers as they’re in the mindset to buy.
- Experiential digitals incorporate the consumer in the ad messaging. Placed in high traffic areas, digital signage that includes motion and sound seek to increase engagement and play on real-time consumer behavior.
- Environmental digitals don’t refer to eco friendly opportunities but instead focus on consumer situations that include high dwell times. These digital units are placed in areas like; gas station pumps, car wash lobbies, gyms, c-stores, etc. Targeting consumers while they’re waiting is a great way to gain consumer attention.
- Recreational digital displays are often found in restaurants, bars, bowling alleys – destination venues sought out by consumers. Meeting your target audience in a relaxed environment where they feel comfortable often results in better campaign response.