DOOH (digital out of home)
One form of advertising in public spaces and on the street is DOOH. Digital out of home advertising is about newer digital advertising signs (billboards). Here you can think of:
- Video-ads op billboards
- In bus shelters, train stations and other types of public transportation
- Signs on streets and malls
These signs are visible to people standing or walking in these locations. Advertising on signs at public places has been used for some time. Now there are also digital versions where moving images can be used. The advantage of DOOH is that advertisers can use videos or animations. In addition, much more advertising can be shown and it is less work to change advertisements.
DOOH on smartphones
In addition to advertising on public "billboards," DOOH is also used on personal screens. When a person walks to a specific location, a DOOH ad can be displayed on the smartphone. This makes use of geolocation. Once this person is within a certain radius of a storefront, an offer can be made in the form of a notification on the screen. Based on information from the passerby, personalized ads or actions can be shown. This is a very progressive and personalized form of outdoor advertising. In addition, DOOH offers the following advantages:
- Purchasing specific dayparts and times
- Rotating different types of advertisements/publications
- Tracking results from ads
The only disadvantage of DOOH lies with the price. For smaller companies, DOOH is not an easily affordable option. In addition, some more costs go into creating the ad copy. But fortunately, there are other ways to advertise cheaper than DOOH for other businesses, such as social media marketing, SEO optimization and more.
