EVERYTHING YOU NEED TO KNOW ABOUT:

DIGITAL OUT OF HOME

ADVERTISING

Everything You Need To Know About Digital Out Of Home Advertising

This is everything you need to know about digital out of home advertising in 2020.

That’s the kind of everything that actually includes everything.

This is NOT just the bits we want you to see. It’s not a predictions post or shameless self promotion. 

I’ll be going through the most important developments that have been occuring in the DOOH world and the right kind of advice you’ll need to execute the perfect campaign.

So whether you’re brand new to digital out of home advertising, run a few campaigns or are a seasoned professional with years of experience, this guide should have something for you.

Contents

CHAPTER 1

What is Digital Out Of Home?

CHAPTER 2

How do You Plan and Buy Digital Out of Home?

CHAPTER 3

Targeting, Locations and Frequency

CHAPTER 4

Digital Out Of Home Creative: Getting It Right

CHAPTER 5

Bridging The Offline and Online Gap

CHAPTER 6

How Do You Measure Digital Out Of Home Effectiveness?

CHAPTER 7

How Much Does Digital Out Of Home Cost?

CHAPTER 8

7 Quick-fire Tips For Effective DOOH Advertising

CHAPTER 9

The Future of DOOH

What is Digital Out Of Home?

In an ever increasingly fragmented media landscape, spurred by the advent of mobile digital media, consumers are spending more time in the moment, living. This worldwide urbanisation has been accompanied by a shift in consumption habits.

%

Of the world's population now live in urban areas, a number expected to grow to 66% by 2050.

(SOURCE: UN WORLD URBANIZATION PROSPECTS, 2014)

With this shift in media consumption it seemed only natural that OOH, a medium that does not suffer from the erosion of reach and audience that affects editorial media, or the brand safety issues that have marred digital media in recent years, would find success.

%

Average YOY ad revenue growth for OOH between 2011 and 2018

%

Average YOY ad revenue growth for radio, TV and print

More importantly, OOH is a media channel where technology is embraced as a true friend. Digital innovation drives OOH performance and attractiveness in many ways, from the ability to use data to fuel cross-media integration, through to better audience measurement.

With that, the stage was set for massive investment. And, we certainly weren’t disappointed.

In 2018, Global Radio acquired three OOH businesses in the UK for a combined cost that is estimated to be over £800m.

There’s no doubt about what has driven this sudden interest in OOH from investors: the advent of digital. It’s no coincidence that the consolidation we’re witnessing in the OOH industry has occurred in one of the biggest DOOH markets, with the UK being the first markets to generate 50% of total OOH revenue from digital.

%

OF UK OOH REVENUE WAS DIGITAL IN 2018

%

OF THE UK IS REACHED BY OOH ADVERTISING

%

UPLIFT IN BRAND SEARCH VOLUME

Source: WARC, ClearChannel

Add to that the MAGNA estimate that the number of digital OOH (DOOH) screens has almost doubled globally during the last four years; and they predict that DOOH global revenue will grow at an average rate of +12% annually between 2019 and 2023.

The truly exciting thing about such a positive outlook is that advertisers are yet to fully utilize the potential of DOOH. In other words, the best is very much still to come.

But, for advertisers looking to get started in digital out of home, it pays to understand what made traditional out of home advertising so effective and how the same rules still apply.

How do you Plan and Buy Digital Out Of Home?

DOOH is more than a marketing channel; it is a behavior. It is present throughout consumers’ travels and daily routines, whether commuting to work, visiting family or taking a road trip. These screens are uniquely positioned as a communication channel that reaches consumers with unparalleled frequency, especially considering on average consumers spend 75% of their time on the go.

%

Consumers spend 75% of their time on the go

Standards, Measurement and Protocols for Digital Out Of Home

 A number of organizations have been instrumental in leading the charge to standardize measurement for place based and outdoor media. These efforts have focused on aligning the way out-of-home is measured and transacted with television, print, online, and mobile media in order to remove barriers to investment in this channel.

The Traffic Audit Bureau (TAB) reports weekly impressions and ratings for DOOH advertising across more than 200 demographics. TAB reports each ad unit or spot separately within each digital structure. Using speed data from Inrix, and inputs from its viewability model (Visibility Adjustment Indices, or VAIs), TAB calculates a dwell time and contact zone that is unique for each location, then calculates how many people see each spot on each structure. This process is applied to all street-side, street furniture, and transit digital advertising. Variables include traffic speed and congestion, maximum noting distance, road type, digital noticing rate, and ad length.

Nielsen’s On Location studies measure similar metrics for venue-based DOOH networks. Their studies showcase metrics with average spot impressions, gross impressions, and audience distributions across various demographic breakdowns for specific place-based networks. Traffic data is modeled using a variety of transactional inputs, syndicated data sets, and on-site counts, while demographic data is collected through a
combination of on-site counts, in-person intercepts, and online surveys.

The Media Rating Council (MRC) along with the DPAA have been working on standard digital place-based audience measurement guidelines since 2014. The intent is to implement a two-phased approach and incorporate DOOH guidelines as well, once digital place-based standards have been finalized. The final standards will be reviewed by IAB and other industry associations as well.

(Traditional) Buying Practices

DOOH media is a time-based medium, with pricing largely based on impressions and/or share of voice (SOV). Location can also be used to buy inventory in proximity to a specific point of interest.
A typical digital billboard has eight slots in a loop, each 8 to 10 seconds long. Each advertiser receives ⅛ SOV when all of the inventory is sold. To gain a larger SOV, advertisers can buy multiple slots within the same loop. Based on the rating system used for a particular type of digital inventory, the overall estimated impressions will be calculated over a specified period of time (four weeks is common). Rates may be based on a variety of factors including location and demand.
Traditionally, out-of-home media plans are created based on four strategic factors location (CBSA/DMA) or proximity to point-of-interest, contextual relevance, network, and demographics (TAB/Nielsen). As new data sets emerge to describe consumers’ physical world behavior, media buyers will be able to utilize advanced behavioral targeting strategies to reach audiences.

DOOH: Targeting, Location and Frequency

It’s no secret that our behaviour changes when we are out of home – our decisions and mindset are immediately influenced by where we are and what is going on around us. We quickly categorise a location as good or bad, expensive or cheap, safe or scary, often subconsciously assigning labels to help us order and understand a place’s purpose and relevance.

Just an understanding of a location itself, therefore, can be enough for us to fill in other missing details about the consumer passing by. The majority of us feel the same about commuting home late in the evening, for example, or being caught in a sudden downpour when the forecast was for sun.

Traditionally, targeting profiles for traditional OOH advertising were detailed based on context and location to reach customers when they’re either close to a point of sale or engaged in a relevant activity. And with out of home media having an near ubiquitous presence across many cities you’d be able to have impacts on many of your customers key touchpoints through the day. 

With the introduction of more digital out of home inventory, new opportunities for targeting have opened up.

 

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1

Location

Knowing who is active in a certain area means you can align your creative with qualified customers. 

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2

Context

New technology integration and cloud based content management can lead to powerful new contextual, creative opportunities. 

But regardless of new tech, DOOH (billboards and advans especially) still rely on picking high footfall areas where that inventory is available. These are usually owned by the large OOH media owners with only a portion of them being digital ready. But, the good news is that inventory is constantly being expanded. 

%

Growth in DOOH inventory in Bristol last year

%

Growth in DOOH inventory in Liverpool last year

%

Coverage of Bristol on a weekly basis

%

Coverage of Liverpool on a weekly basis

Digital Out Of Home and Mobile Integration

As an increasingly digital-native society, mobile has enabled us to find out more about our location than ever. Even when we’re outdoors and on the move, the internet is just a few clicks and swipes away, meaning we’re able to easily search anything in our immediate environment to augment our experience of it – as evidenced by the fact that ‘near me’ searches have sky-rocketed 130% in the past year alone.

While the use of location in targeted marketing is not new, its use as a tool has only sharpened with the increased adoption of mobile devices. This is most often embodied through interaction with associated mobile ads, corresponding store visitation and/or website traffic, app downloads and social amplification around the brand. Mobile is also used at scale to measure attribution post-campaign, providing the data media planners need to prove their strategy worked.

A lot of data comes from installed apps that share a phone’s location collected from Wi-Fi and GPS signals throughout the day — this happens only when users elect to share their whereabouts. Many people see incentives to do so, like to learn about the local weather and traffic, or even to receive a more personalized retail experience. Google/Ipsos Connect found 67 percent of smartphone users are more likely to purchase from companies whose mobile sites or apps customize information to their location.

As individual channels, both mobile and out-of-home offer advertisers the ability to cleverly leverage insights about location to reach consumers at pivotal moments in their daily lives. Nonetheless, the real opportunity lies in combining the insights of both channels in order to amplify their natural strengths, creating a ‘targeted broadcast’ effect.


This is most effective when extending an OOH campaign where consumers have a high dwell-time and are likely to be active on their mobile phones – airports, train stations, or shopping centres, for example. Such spaces provide a sufficient area of scale and levels of footfall to link consumers’ exposure to an OOH campaign with mobile targeting.

By linking data from mobile ad exchanges or by using App data, advertisers can also analyse consumer movement post campaign exposure to assess the impact on footfall. 

 

 

Mobile Location Data

The use of location in targeting marketing communication is not a new phenomenon but, fuelled by the explosion of mobile devices and the data trails they leave, it has become a significantly more effective tool in recent years.

Today, you can access more location data than ever before, and you can expect a flood of it ahead. In fact, Thinknear has found the volume of location data is doubling every 12 to 18 months. This is due in part to the increase in smartphone usage

The ability to go beyond simply knowing where your audience is at a particular time to understanding where they have come from, where they are going and, crucially, what they are thinking, feeling and doing in that location.

Location-based marketing is most immediately associated with mobile marketing but the location-specific search, browsing, social media and app usage data derived from mobile devices can also revolutionise all other, location-based media channels and disciplines.

Probably the most significant of these is OOH. The rich and complex data now available means that OOH planning can be done to a level of sophistication only dreamt about a few years ago, and data-led, dynamic ad-serving technology like our own use of Quividi can optimise digital OOH content in real time.

 

GeoFence – “Where Are They?”

Target customers inside a set geographical region with defined boundaries optimised for accurate location-based data.

 

GeoAudience – “Who Are They?”

 

Real-time consumer targeting based on demographic behaviours and traits, like age, gender, ethnicity, income, purchase behaviour and consumption habits.

 

GeoFence – “Where Have They Been?”

Retarget customers based on a history of past visits to a physical location, like a supermarket, retailer, fast food restaurant or bank.

Digital Out Of Home Ad Frequency

Successful campaigns are authoritative, they demand your attention but then reward you for your time with an engaging experience. They coax people into engaging further, so that the results are instant and vast. People are able to snap, search and shop faster than ever before, and if your advertisement ticks the boxes, they’ll be only too happy to do so.

The best campaigns are able to do this consistently and, as such, make good use of frequency. With OOH and DOOH that involves making sure you have ample opportunities to be seen.

A Word On D/OOH Ad Frequency From Cognitive Scientists

Jennie Roper, head of insight at Kinetic UK, and Dr Alistair Goode, a cognitive scientist at Gorilla in the Room, outline a study designed to understand how the frequency of exposure to an OOH advert can affect a consumer, and whether it is possible to measure an optimum level of exposure.

To this end they utilised the Mere Exposure Effect, which suggests that people’s emotional response to any given stimulus (such as an ad) will increase to a peak, before decreasing again at the point of over-exposure. 

“This can be deployed to understand advertising effectiveness, and by measuring a viewer’s awareness of an ad,” they say.

The research project involved 325 people using VR headsets to explore a virtual high street which included varied exposure to four OOH adverts from global brands; participants were asked to report how they felt about these ads.

“Our findings reflected the ‘wear in’ and ‘wear out’ curve we were expecting,” the authors report: up to nine exposures the participant favoured that particular ad; between nine to 12 exposures, the emotional response peaked and then began to decrease as the participant became used to it.

They have since applied their findings to everyday operations, tailoring the frequency of exposure – “and where frequency is already high, we have worked to run multiple creative messages that we know will create an impact on the consumer at the right time”.

Digital Out Of Home Creative: Getting it Right

Creative is king is advertising.

It wins your customer’s attention and holds it, keeping them engaged.

And OOH has been an advertising media that has seen it’s fair share of jaw dropping, divisive and interruptive campaigns.

Here are a few that immediately jump to mind:

Project 84

This is creative that will literally stop you in your tracks and force you to discuss a difficult topic that is often overlooked but should never be ignored.

Project 84

This is creative that will literally stop you in your tracks and force you to discuss a difficult topic that is often overlooked but should never be ignored.

Corona/World Ocean Day

Another issue based bit of creative but one that uses it’s canvas to maximum effect. This one inspired engagement across social with viewers sharing the relevant hashtag.

Corona/World Ocean Day

Another issue based bit of creative but one that uses it’s canvas to maximum effect. This one inspired engagement across social with viewers sharing the relevant hashtag.

Netflix / Altered Carbon

This is a piece of living and breathing creative, literally. Taking the brief at face value, this bus poster will certainly grab attention and set the theme for a sci-fi epic.

Netflix / Altered Carbon

This is a piece of living and breathing creative, literally. Taking the brief at face value, this bus poster will certainly grab attention and set the theme for a sci-fi epic.

But let’s learn to walk before we start running. Here are the fundementals of digital out of home creative: 

Digital Out Of Home Screen Size and File Formats

This is the inventory at your disposal. It’s usually agreed before you come to work on creative and so is the first thing that impacts 

Digital Bulletin

Live viewable area: 400h X 1400w

 

Digital Poster

Live viewable area: 400h X 840w

 

Digital Poster

Live viewable area: 

1920h X 1080w

 

iVan

Live viewable area: 

1920h X 1080w

 

iWalker

Live viewable area: 

1920h X 1080w

 

Digital Out Of Home File Formats

Unlike traditional out of home, digital out of home advertisers will have to consider multimedia file formats and it can get a little confusing. Below is a list of the most commonly accepted file formats for digital out of home advertising.

Basic Video Formats

  • Basic video format for 16:9 Full-HD landscape screens (horizontal):
    Resolution: 1.920 x 1.080 (square pixels)
    Bit rate: 6.000-10.000 Kbit/s (VBR)
  • Basic video format for 16:9 UHD landscape screens (horizontal):
    Resolution: 3.840 x 2.160 (square pixels)
    Bit rate: 24.000-40.000 Kbit/s (VBR)
  • Basic video format for 16:10 Full-HD landscape screens (horizontal):
    Resolution: 1.920 x 1.200 (square pixels)
    Bit rate: 6.000-10.000 Kbit/s (VBR)
  • Basic video format for 9:16 Full-HD portrait screens (vertical):
    Resolution: 1.080 x 1.920 (square pixels)
    Bit rate: 6.000-10.000 Kbit/s (VBR)
  • Basic video format for 9:16 UHD portrait screens (vertical):
    Resolution: 2.160 x 3.840 (square pixels)
    Bit rate: 24.000-40.000 Kbit/s (VBR)
  • Basic video format for 4:3 landscape screens (horizontal):
    Resolution: 1.600 x 1.200 (square pixels)
    Bit rate: 6.000-10.000 Kbit/s (VBR)
    4 / 7

 

Basic Still Image Formats

  • Basic still format for 16:9 Full-HD landscape screens (horizontal):
    Resolution: 1.920 x 1.080
  • Basic still format for 16:9 UHD landscape screens (horizontal):
    Resolution: 3.840 x 2.160
  • Basic still format for 16:10 Full-HD landscape screens (horizontal):
    Resolution: 1.920 x 1.200
  • Basic still format for 9:16 Full-HD portrait screens (vertical):
    Resolution: 1.080 x 1.920
  • Basic still format for 9:16 UHD portrait screens (vertical):
    Resolution: 2.160 x 3.84
  • Basic still format for 4:3 landscape screens (horizontal):
    Resolution: 1.600 x 1.200

Frame rate: 25,00 fps progressive

Frame rate, color depths and compression specs for all of the above formats:

Color depth: 24 bit (16,7 mio. colors)
Compression: H264 (MPEG4-Level10)
Codec: H264 in MPEG4

 

The Design

Arguably the most important aspect of any advertising campaign. The creative, or the design itself, can make or break your campaign. You could have your targeting down to a tee. Negotiated an amazing price for your chosen inventory and have supported it across your channels, it honestly wouldn’t matter if your creative is shocking.

Percent Sales Contribution By Advertising Element

  • Context 2% 2%
  • Recency 5% 5%
  • Brand 15% 15%
  • Reach 22% 22%
  • Creative 47% 47%

Source: Nielson Catalina Solution 2017: Period 2016-Q1 2017.

While the equation today involves several factors, good creative is still the most important element. The findings also highlight how media is playing a more important role than ever. Because of new breakthroughs in data and technology, the elements of targeting, reach and recency can significantly affect sales outcome of a campaign. In fact, the effect of media on sales has increased to 36% from 15% over the past 11 years.

Looking at the quality of creative, weak creative results in weak sales lift, and the sales lift is attributed primarily to media. This is true for both traditional TV and digital campaigns. The reverse is true when the creative is strong—sales lift is higher and is affected less by media.

With that in mind it’s the best to go back to basics. We’ve found particularly positive responses to design briefs that ensure the following 3 questions are answered in the creative:

 

What?

What is the point of your advert? Is it to showcase a new product? Improve the awareness of your brand?

Why?

Why should your customers care? Is your product at it’s lowest price ever? Have you just been voted the countries leading car supplier?

Where?

Where should they take this information? Are they supposed to go online and browse, redeem a voucher or attend an event?

Basic Design Principles for Digital Out Of Home

Although this is normally handled by a designer, in-house or otherwise, it doesn’t hurt to have an idea of basic design principles. Three key aspects of composing a great piece of visual creative that extends to digital out of home creative design.  

Whitespace

Emptiness implies that it should be full of something, that it’s not doing its job, but this is not quite the case.

White space when used strategically can help boost your design’s clarity and overall look by balancing out the more complicated and busy parts of your composition with space that helps your design to breathe.

Focus

A key element to any good composition is a strong focal point, as it helps your viewers’ eyes naturally settle on the important pieces of your design first.

Keep in mind that the main goal of any design is communication. Whether you’re communicating an idea, some information, or simply a feeling or emotion, your design is telling a specific story.

Hierarchy

Scale and visual hierarchy are some of those creative fundamentals that can really make or break your designs.

Hierarchy is the arrangement and design of elements in order to visually signal importance. You might make a more important element bigger and bolder than a less important element which might be smaller and fainter.

Video Design Considerations

Video isn’t just the most accessed online content, it’s also the most engaged with. 

%

Global internet traffic form videos will make up 82% of all consumers internet traffic by 2021.

%

Of consumers wanted to see more video content from a brand or business they support.

Source: Cisco

Source: Hubspot

Design With Sound Off

With your DOOH inventory, you’re unlikely to have access to quality audio that can be heard. There are too many external factors that impact that for you to rely on it as a communication factor. So, when you’re looking at designing your videos for DOOH screens, try and tell a story without sound or dialogue. 

Wouldn’t work for you? No problem, our iVan and iWalker boast stereo speakers with volume control. 

 

Colour

Motion and colour are a match made in heaven and those who have access to good multimedia inventory should make use of a full spectrum of vibrant colours. 

Remember Your Safe Areas

What you shoot isn’t always indicative of the viewable area on certain screens. With that in mind, title/action safe zones come into their own.

A Word On Point of Transit

If your sign is located in a high traffic space where people are walking from point A to point B, your signage will likely be seen at a glance. People in this scenario are usually walking between destinations and their interaction with your Display will be short. In this situation short, concise, messages shown in rotation are the most well received.

 

Uniquely Digital Challenges

With those basic design principles you have the foundation of a great piece of out of home creative. But, by the very nature of DOOH being digital there are a few challenges that are strictly unique to the digital variant of the out of home medium. Here they are: 

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Screen Sharing (Billboards)

When securing a digital billboard, you will usually be required to share the advertising space with up to five other brands. This means that you may only get 10 seconds of air time each minute, which makes it difficult for customers to engage with your message. In contrast, paper billboards can be secured exclusively and over a period of months in some instances. With that, you’ll need to think long and hard about the kind of creative you use and make sure you’re being as compelling as possible within the first 10 seconds. 

 

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Dynamic Content Management

Cloud-based content management systems, like the one used for the iWalker and iVan, give you the option to hot swap your creative. This expands the potential cost of creative production but also enables higher levels of context based targeting. For many DOOH advertising spaces this comes as standard and it’s quickly becoming best practice for advertisers to have multiple bits of creative so they’re ready to capitalise on changes in viewers, weather, location or time.

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Connectivity

The ‘Hyper-Connected’ urban audience is no longer the insurmountable mountain that it used to be. From mobile to the high street it’s now easier than ever to create a unified creative presence across channels. The affordability of DOOH inventory like the iWalker mean you can have a consistent presence across two of the urbanites most used channels.

How Digital Out Of Home Unifies Your Online and Offline Advertising

While multi-channel campaigns that utilize new mediums and creative formats are now the norm, marketers are starting to face a conundrum with utilizing the sheer number of screens at a person’s disposal. According to a Deloitte survey, distracted viewers make up a significant part of today’s TV audience, with 89 percent of smartphone users saying they watch TV while using a phone. With digital devices abound, how do marketers know if their ads are actually seen?

 

%

Of smartphone users say they watch TV while using their device

This is where OOH has an edge. Whether you’re trapped between fellow commuters on the 405 or walking through Times Square, it’s hard to miss these impactful, creative displays. This simple fact shouldn’t be overlooked.

And with DOOH, the possibilities for targeted engagement are even greater. For example, take a recent campaign from Exterion Media and Transport for London. Google, Netflix, O2, Disney and easyJet were recently announced as launch partners for the company’s new digital ribbon 42-inch screens. With the potential to reach 15 million commuters each month, the tube’s new partners capitalize on reaching people on the go. These high-impact, HD screens are four-times more engaging than traditional OOH ads.

As more companies see the value in DOOH campaigns – both well-established tech giants and startups looking to attract new customers – the medium’s cross-channel and retargeting capabilities will expand and open even more opportunities for brands to connect with consumers in creative, engaging and non-intrusive ways. DOOH tactics that utilize not just digital billboards on roads, but lobbies and elevators, transit stations and in-store shelf space will transform how brands connect with consumers.

Our digital out of home inventory bridges the online/offline gap through gamification and other data capturing, engaging content options. 

The iWalker and iVan both integrate fully with users mobiles, enabling gamified content to truly engage a ‘watcher’ and push them towards a desired goal (joining a mailing list, social follows etc.). This will in turn prove the effectiveness of your OOH advertising efforts, something that has, historically, been quite hard to do.  

 

DOOH Inventory

How it tracks and reports on your customers

Facial Detection with the front-facing camera.

Breaks ‘watchers’ down into 4 distinctive demographic brackets.

Reports on total watchers, dwell time and engagement rate.

Options for gamification which would lead to an opportunity to capture a ‘watchers’ data.

 

Facial Detection with 360 camera coverage.

Breaks ‘watchers’ down into 4 distinctive demographic brackets.

Reports on total watchers, dwell time and engagement rate.

Options for gamification which would lead to an opportunity to capture a ‘watchers’ data.

 

How Do You Measure Digital Out Of Home Effectiveness?

The importance of accurate audience measurement data becomes glaring as the focal point of campaign planning shifts away from buying media spots and towards buying target audiences. When planning a campaign certain questions are critical to ensuring successful delivery – “who are we speaking to?”, “what do they want to know?” and “where and when do we reach them?”. With reliable audience measurement data, as well as standardised data formats, we can be sure that we have the foundations to answer these questions and plan effective and efficient campaigns.

Most marketers understand that OOH works, but measuring its effectiveness has historically been a challenge. Until recently, buyers manually converted OOH inventory metrics to more standardized impressions, a time-consuming process that was often inaccurate.

Measurement is one of the main advances digital brought to the OOH advertising medium, and with location and time data, advertisers now have the ability to track consumer movement in the real world, such as in-store foot traffic. Since in-store visitation is a critical KPI for most retailers, DOOH can have a clear impact if integrated strategically into a marketing plan. 

Our inventory, the iWalker and iVan, come packaged with a full suite reporting software that measures and visualises in real-time. 

 

 

An Introduction To Quividi (Our Audience Measurement Tool)

Providing instantaneous and continuous audience data for immediate use, Quividi is based on innovative image analysis techniques that can be used on our DOOH item’s in-built cameras. Quividi will analyse a stream of images provided by our cameras and compiles the aggregate footfall while counting exactly how many people have actually looked at the media, including dwell time, attention time and demographics over time.

Anyone in the scene up to 15m away from the camera will be detected and built into a real time report on Quividi’s back office software, VidiReports.

 

Total Opportunities to be Seen and Watchers

Demographics Over Time

Viewer counting (impressions): instantly detects all faces in the scene with a 95% precision (distance is dependant on camera resolution)

Dwell Times and Attention Groups

How much does Digital Out Of Home Cost?

 

 

Traditionally, there are three factors that go into building out the price for some OOH inventory. 

 

Demographics

Locations Times Square or Piccadilly Circus, where people viewing an OOH piece may be closer to the point of sale, will be more expensive than other bits of inventory.

Circulations

Weekly circulation provides the number of people that have an opportunity to see an advertisement as opposed to the number of vehicles passing on the same road. Different to impressions which simply records everyone who sees it. 

Impressions

The more people who see that bit of out of home inventory, the more it costs to hire. Paying on a cost per thousand (impressions) scale, you’ll quickly find yourself building up a hefty bill for premium locations.

That’s where we’re a little bit different.

 

Our pricing is based on a hire rate. Hire it for a period of time with personnel or without, paying a standard rate.

Quick-fire Tips for Effective DOOH Advertising

Here are a few quick tips to help you get the most from your digital out of home advertising. These

Be Measurable

It’s simply not enough anymore to think you had a great campaign or rely solely on overall sales or store visits. Advertisers need true transparency on their spend. They need to be measurable. 

GoMo inventory, like the iWalker and iVan makes measuring your DOOH campaigns easy. 

Meet Your Customers Where They Are

Fixed assets used in most OOH campaigns are restricted to high traffic areas.

What do you think would be more effective? A bit of digital signage you speed past at 50? Or a curated, personalised bit of content served to your customers at the exact moment they’re engaged in a relevant activity? Mobile DOOH, like the iWalker and iVan, are the pinnacle of targeted signage. Rather than going off aggregated data presented by the signage owner that come with no assurances that these individuals actually look at the content, place your message right in your customers laps and measure response in real time. 

Integrate Personalisation

Consumers expect brands to do more than just showcase products. Instead, they need to create meaningful and relatable connections in order to break through. With DOOH’s digital options opening up a whole world of personalisation and gamification options for content you can start to create moments that demand attention.

Take Advantage of Unfragmented OOH

OOH, and DOOH by extension, is largely unaffected by the erosion of audiences through the continued expansion of media channels. Time spent out of home is increasing all the time. The quality of that time is largely uninterrupted. 

Likewise, Global OOH revenues are increasing but the total volume of ad units is not. Clutter is being culled, leaving fewer yet more impactful sites. If you then take into account the many mobile options available to DOOH advertisers then you have a highly personalised, targeted ad medium. 

Leave A Bit Of Magic

The futurist Arthur C Clarke famously remarked, “any sufficiently advanced technology is indistinguishable from magic.” While that magical feeling is harder than ever to engender, it’s still possible with some digital displays — especially ones with hi-res, matte finish screens. These displays can make a still image look like a high quality print.

When that print suddenly starts moving or talking, it can make you feel like you’ve stepped into a J.K. Rowling novel. (That’s especially true if you happen to visiting Disney World’s Wizarding World of Harry Potter, which uses the matte finish screens in elaborate picture frames to recreate the talking paintings central to the iconic book and film series.)

Swedish pharmacy Apoteket used this technique to great effect in an anti-smoking campaign. The DOOH display was disguised as a traditional bus shelter poster.  When a smoker passed by, the model in the ad would cough. The campaign was controversial (loved by some, considered passive aggressive by others), but definitely made a strong, memorable impact on those who encountered it. It is important to note that this was not a PSA, but rather a promotion for the pharmacy’s line of smoke cessation products.

Think Integration

As DOOH becomes more “digital,” it becomes more agile, richer, and better able to play its part in a big idea.

As a plugged in medium, DOOH can be the active element in a multi-layered campaign. It can create buzz, break news, invite interaction, and help to drive content and discussions online.

Great DOOH campaigns are ones that sit comfortably within the wider brand strategy and capture the imagination.

 

Get Contextual

DOOH is perfect for Dynamic Creative Optimization (DCO). The medium’s bold, high-impact presence demands a fresh, evolving, and engaging creative approach that resonates with context and audience mind-set.

In fact, programmatically informed creative is already proving its worth across the sector. Research carried out by Talon Outdoor measured the effect of smart contextual DOOH campaigns on standard metrics, such as personal relevance, consideration, brand association, social media, mobile search and call to action.

It found that contextual DOOH campaigns consistently delivered a staggering +30% effect across all key metrics, compared to standard campaign response. Interestingly, for call to action and sales measures, that figure rose to +40%.

The Future of DOOH

The increasing connection of DOOH to it’s partners is a virtuous cycle that has only just begun. As the digital industry continues to evolve, so too will DOOH screens.

Here are a few areas we’re hopeful to see development in in the coming years.

 

Even Greater Connectedness

We’ve already explored how the inventory available to advertisers is increasing. The future promises more screens, and from that, more sources of data to trigger and evolve the right content on these endpoints – connected by standard API protocols.

It doesn’t matter what this content is. Be it ad content, editorial content (like city guides, traffic or weather) or municipal services, unlocking this data increases the ability to bring a relevant audience the right message, at the right time, in the right place.

And we all know how important that is…

 

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Percentage sales uplift from focusing on customers when they were engaged in relevant activities.

More Data For Planning and Analysis

As the collection and visualisation of mobile and other sensor data continues to grow and evolve, these data sets will pair more accurately with the precise locaiton of all DOOH structures. This opens the door to even richer understanding of the audiences who see and interact with DOOH inventory.

Growth of mobile data will enable media providers to deliver more personal and relevant experiences to consumers. By empowering these displays with the knowledge of anonymized, aggregate consumer behaviour data, audience understanding grows, providing a highly relevant DOOH ad experience.

 

More Integration With Multi-Screen Messaging

Deeper understanding of exposed consumers in place and time, using mobile data, leads to even greater DOOH multi-screen storytellling. Marketers can use data to find their targets and location as the trigger to reach detected device IDs on screen with a takeaway or more personalised message.

Mobile GPS or location data will provide even deeper understanding around visits or brand lift vs exposure.