Contents
- What is DOOH advertising?
- How does DOOH advertising work?
- Advantages and disadvantages of DOOH advertising
- Types of DOOH advertising
- Conclusion
What is DOOH advertising?
DOOH advertising, or digital out-of-home advertising, is a modern way to promote goods and services through digital devices located outdoors. The abbreviation stands for "Digital Out of Home". This category includes formats such as digital billboards on streets, screens in subways, and interactive structures placed in public areas.
DOOH allows for ad placement to be customized based on various factors such as geolocation, time of day, gender, age, and interests of the target audience. This makes the advertising more targeted and effective. For example, the system can display ads at times when the maximum number of target audience members are near the advertising structure.
Gallary positions placement on digital billboards as an alternative to online advertising and stories, offering unique advantages in reach and audience interaction.
How does DOOH advertising work?
Launching an advertising campaign on digital screens can be done independently using programmatic platforms — services for automated ad buying, such as Yandex.Direct or MyTarget. These platforms allow for audience targeting, selecting display times, and choosing placement locations.
The main payment model in DOOH advertising is based on an auction system, where the advertiser pays for every 1,000 contacts (OTS) with the ad. Platforms determine in real-time how many people will see the ad and select the optimal time for its display.
Audience information is collected through a Wi-Fi monitoring system that identifies users by the MAC addresses of their devices. Data from operators about geolocation and video analytics from cameras installed in advertising structures are also used. All collected information remains anonymous and depersonalized.
The network of digital screens can utilize data from the internet, such as current weather or sports events, allowing for the adaptation of ads based on context.
Advantages and disadvantages of DOOH advertising
DOOH advertising combines the strengths of both traditional outdoor and online advertising. Its main advantages include:
- Wide audience reach.
- Ability to quickly launch and adjust advertisements.
- Data collection for analyzing effectiveness and optimizing budget.
- Dynamic videos that attract attention and are not blocked by users.
- Flexibility in placement conditions, allowing for both small and large campaigns.
However, DOOH advertising also has its disadvantages:
- High cost of equipment and software, limiting placement in large cities.
- Difficulty in collecting data on the entire audience due to personal user settings and high foot traffic density.
Types of DOOH advertising
There are various formats of DOOH advertising, including:
- Digital billboards and supersites: The most popular formats located along roads, where placement costs depend on traffic.
- Wall screens and media stands: Small screens placed in shopping centers and public areas, targeting pedestrian traffic.
- Interactive structures: Create a unique user experience through audience interaction, often going viral.
- 3D content: Uses curved screens to create an immersive effect and attract viewers.
Conclusion
DOOH advertising is one of the most promising areas in outdoor advertising. Personalization and dynamic pricing make it especially attractive to advertisers. In the future, companies will invest in expensive equipment and software development to ensure targeting accuracy and expand the geography of ad placement.