Digital Out-Of-Home (DOOH)
Advertising
Experience is a valuable currency. People remember great experiences,
and shun bad ones. Think of the time you had excellent service at your local
deli – it is likely you won’t mind returning for a second visit! When it comes
to brands, people are more receptive when they have a positive experience.
Why Choose DOOH?
Out-of-home advertising is a great medium for marketers to create live
interaction for people on the move. But more than a platform encouraging interaction
between consumers and brands, OOH as a medium has evolved to it’s more
developed counterpart: digital out-of-home (DOOH) advertising. Nielsen has
found that close to 8 out of 10 Indonesians between the ages of 20 and 49 see
static outdoor advertising while on the road, with cities such as Greater
Denpasar and Banjarmasin clocking close to 90% of penetration rates.
The difference between DOOH and static OOH? Just imagine the
possibilities when your digital billboard ad is paired with the latest mobile
technologies in the market: motion detection, facial recognition, and mobile
wallet payments. Marketers now have a treasure trove of user experience that
they can orchestrate, with the latest technologies in DOOH.
Among the many pulls of DOOH, is the increase in consumer’s desire to
interact with the advertisement in real-time. The medium has evolved, and
marketers are pairing mobile technology with the in-place presence that outdoor
ad spaces have to reach specific target audiences. In other words, billboards
and DOOH ad spaces are now far more interactive than ever, and people love
that!
Capture the attention of people, with strategically located ads that are
more than the traditional ads – turn these OOH ad spaces into a means of
letting your audience know your brand on a more intimate level. Ads that
respond to people’s attention, interact with them by means of their mobile
devices, and catch their reactions to the ‘live’ creative are ways you can tap
into the potential of DOOH.
Proven By The Numbers
In a the 2015
Digital Billboard study by Nielsen, commissioned by the Outdoor
Advertising Association of America (OAAA), digital billboards are shown to reap
positive recall and consumer attitudes. More than half of the respondents
recall the messages they saw on the digital billboard, with 8 out of 10 people
remembering the advertisement they saw in that month alone. This speaks volumes
about the effectiveness of DOOH.
These findings are supported by the numbers in Southeast Asia. According
to the Nielsen Consumer & Media View 2015, outdoor media in Indonesia has
the second highest reach of consumers, with 52% behind television. Over two
thirds (67%) of Indonesians are out-of-home on weekends and weekdays, close to
two hours on average are spent on travel alone.
With the limitations in land space in Singapore and other South East
Asian countries, many media planners have looked towards innovating within
existing spaces and maximizing the leverage from their current ad spaces. DOOH
is a medium that offers both planners and marketers the creative flexibility to
innovate. It’s no wonder then, that back
in 2012, the Singapore Business Review reported that “the outdoor advertising spend
in Singapore was US$106.4 million."
Campaigns That Embrace DOOH
Big names such as IKEA, McDonald’s, and Coke have reshuffled their
marketing budgets to adopt a multi-channel approach with their campaigns,
incorporating outdoor advertising to build brand equity and increase sales.
Take a look at Ikea’s
RGB outdoor ad – the campaign leverages on the strengths of OOH,
and show that within a single ad space marketers can do so much.
But that’s just static OOH. Now look at Apotek Hjärtat's DOOH ad that reacts to approaching trains: how simple yet powerful a message to commuters, with the flexibility of a digital screen that can come ‘alive’ at the right moments. Side by side, it’s easy to see the draw of OOH and DOOH as effective tools for marketers to create unforgettable user experiences that people will simply want to share!
 |
| Source: Adweek |
But that’s just static OOH. Now look at Apotek Hjärtat's DOOH ad that reacts to approaching trains: how simple yet powerful a message to commuters, with the flexibility of a digital screen that can come ‘alive’ at the right moments. Side by side, it’s easy to see the draw of OOH and DOOH as effective tools for marketers to create unforgettable user experiences that people will simply want to share!
 |
| Source: Adweek |
If you want
your brand to cut through the clutter, speak with us. TPM Outdoor has Digital advertising spaces across Asia. Contact us at 6273 0556 or ask@tpmoutdoor.com!
TPM OUTDOOR is an Outdoor Media group with
more than 100 media locations in South East Asia. Headquartered in Singapore,
TPM Outdoor has subsidiary companies in Indonesia, Myanmar and Vietnam and
affiliate offices in the Philippines and South Asia. We take pride in providing
our clients with:
- On-ground local expertise, offices, people
& billing in rapidly developing Asian Markets;
- Years of proven experience and know-how for
regional and local implementations;
- Impactful, eye-catching
solutions at prime locations to reach the right people.
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