Digital out-of-home media, or DOOH media, is the digital billboards we see on the sides of buildings and roads, as well as in bus shelters, supermarkets, airports and train stations. If it’s in a public space, it can be classed as out-of-home media.
How is DOOH different from OOH?
DOOH’s main distinction from traditional media is that, well, it’s digital. However, that major difference underpins a number of other characteristics that aren’t shared by traditional out-of-home media. Let’s have a look at what some of them are.
During the planning stages of any advertisement, the world’s your oyster: depending on budget, of course, you can plan, design and create any advert you like, ready for display in a public space. However, with the poster format of traditional advertising, once the advert is up, it can’t be changed without tearing the whole thing down and starting again. With digital displays, you can change what’s showing in a matter of seconds, either through scheduled changes or uploading new content. This is particularly effective for time-specific advertisements, such as promoting a happy hour for a local bar.
Far from being just a digital screen, DOOH media can benefit from some of the amazing recent technological innovations on the market. Facial recognition, movement tracking and even augmented reality features can deliver a truly stunning advertisement that really makes people stop and pay attention. Interactive promotions deliver an extra level of engagement that’s likely to stick in the mind of anyone who sees it, and they’re likely to tell their friends, family and colleagues, too.
There’s a number of ways to judge the impact of traditional advertisements. Firstly, you can measure how it’s impacted consumers by changes in your figures – more sign-ups or more sales, for example. For adverts where a URL, a QR code or an NFC sensor is included, you can track the amount of visits to that URL or how many times the QR code was scanned. With digital advertisements, though, you can retrieve proof-of-play metrics, reports of scheduling and incidents to provide a more detailed view of how your content is working. This also allows both advertisers and network operators to ensure the advertisements are functioning as they should, rectifying any problems quickly.
What kinds of DOOH advertising are there?
Clear Channel Direct offer a range of digital advertising formats to suit a range of requirements, budgets and locations:
Adshel Live – A digital 6-sheet display, suitable for retail and roadside adverts.
Billboards – Digital 48-sheet displays, perfect for large ad campaigns.
Premium billboards – Our premiere billboards, with huge displays, situated on major arterial routes in London, Leeds, Liverpool, Manchester and Glasgow.
Socialite – Smaller screens, ideal for pubs and bars.
You can find out more about your advertising options with Clear Channel here.
There are so many benefits to both traditional and digital OOH advertising, but there are a few advantages that are exclusive to the digital format. With the right marketing campaign and a clever grasp of the potential of digital advertising displays, you can really make your mark in the advertising sector.
Clear Channel Direct are proud to be a leading provider of out-of-home advertising around the country. From huge digital billboards to bus shelter advertising, we have access to some of the best advertising locations in the UK. Get in touch with us today to see how we can help you.