Adcentricity.com – Digital Out-of-Home Media
Advancements in technology have changed how we use many products and services. As well, our changing lifestyles have resulted in many companies changing how they market their products and services. Marketing firms have undergone many changes in how they advertise to the public. One such method is Digital Out-of-Home Advertising.
www.adcentricity.com
Locationm: USA, Canada
Spice up the Marketing Mix with Digital Out-of-Home Media
Specializing in supporting brands and agencies for digital out of home media. Offers the largest collection of digital out of home advertising solutions. Your source for expert digital out of home media advertising needs.
Advancements in technology have changed how we use many products and services. As well, our changing lifestyles have resulted in many companies changing how they market their products and services. Marketing firms have undergone many changes in how they advertise to the public. One such method is Digital Out-of-Home Advertising. (DOOH)
Digital out-of-home media is the concept of delivering advertising campaigns to the public where the content and messages are displayed on digital signs. These digital signs deliver advertising messages at targeted locations during set times of the day and night. Because more people are spending their time out of the home, advertisers have discovered that out-of-home communication is essential to reaching their targeted consumer. DOOH advertising will vary according to the ad placement, format, environment where it is installed, size of the screen, and the type of consumer that frequents the area.
DOOH can include such formats and design as text, audio, video, flash animation, and infomercials. Placements of these ads can be in such areas as supermarkets, retail stores, shopping malls, medical offices, bus stops, movie theaters, etc. Location is chosen by the targeted demographic such as age, gender, and type of lifestyle such as business professionals, mothers, etc.
Advertisers measure success on the amount of views and the return on their investment. They will assess such statistics as the number of people visiting the area compared to the number of people viewing the screen, and the amount of time people stay in the area. They compare these statistics with sales during the period the ads were being displayed.
Businesses are seeing success with digital out of home advertising as The Out-Of-Home Video Advertising Bureau reports that “Video Advertising Networks and Screens is a $1.01 billion industry that is growing at 25.4% annually to a projected $3.2 billion by 2011.” When it comes to costs, you can maintain a cost effective budget because the costs will vary according to how many times you display the ad and the time of the day the ad is shown.
Digital-out-of-home media provides marketers with a way to spice up the marketing mix. Advertisers can be much more creative in how they produce, present, and display their advertisements. They will have to keep up with consumers’ preferences, lifestyles, and trends. It also allows businesses to make their ads more entertaining and dynamic to capture their audience’s attention. They can also place their ads in unique places where advertisements have not been traditionally placed such as bingo halls, coffee shops and public parks. As well, they can place these ads next to the product they are promoting in a store. POPAI research has shown “that as many as 70% of buying decisions are made in a store.”
When digital out of home advertising is correctly targeted, the result is a significant increase in sales. With innovative technology and changing consumer habits, marketers have to keep up with these changes to keep their business competitive. Digital Out-of-Home Media is one way to spice up a marketing campaign.
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The review "Adcentricity.com – Digital Out-of-Home Media" was last updated on 27/10/09.
Its interesting that when a new media format comes along that it is always advertising that is cited as the way to take advantage of it. SO the brand message doesn’t need to adapt or change in any way, same old message, new execution with a few more lights and richer colours. The thing is that every study that is being done says that it is actually the fundamental aspect of message led advertising and the way that brands seek to engage with consumers that needs changing. Consumers largely don’t believe what advertising tells them anymore and a lot of the time they have a point. Some of the most well known and familiar brands are shown up as little better (and sometimes worse) than snake oil selling con men and consumers have decided that they won’t stand for it.
It may have been the manufacturers of cigarettes in the dock yesterday, but would you put money that it won’t be the manufacturer of your favourite evening snack tomorrow? In the world of digital media, consumers don’t have to stand for it either. The advertising pipes do not have the same charm that they used to have and in its place consumers are leading the way by demanding that brands actually communicate with them, listen and create relationships. Media must now be used as a magnet to attract people and engage with them genuinely, not as a megaphone booming out brand messages. Advertising in that scenario and in its current format seems a bit ill equipped for that.