To give you a quick snapshot of DOOH, remember Times Square, the biggest commercial

intersection in New York located in the heart of Manhattan. Some of the world’s most

famous brands display their ads on these digital spaces only because of the kind of impact

they create.

So, what is DOOH and why should every brand owner know its importance?

Through DOOH, the marketers have integrated offline out-of-home advertising with

advanced digital elements attracting eyes like never before. This can be also defined as an

advertising medium that dynamically and digitally displays the promotional media in the

outdoor public spaces. Such a technological take on the classic OOH has created its

dominance which will never end. 

Why is DOOH has an upper hand?

DOOH is basically powered by Adtech solutions which include geofencing, tracking,

retargeting, personalizing, attribution, and management. There is a rapid evolution in the area

of DOOH which makes even more sense when such outdoor marketing is compared with

online advertising mammoth-like Google. The below-mentioned points help us understand

why DOOH is a much-needed upgrade on OOH:

1. DOOH provides significantly higher ROI margins on the advertising budget. The old

outdoor ads included significant printing and labor costs which, in this case, is

eliminated completely. On top of that, DOOH is coupled with stronger metrics and

data on ad performance and associated dashboard, which helps the company gather all

the relevant information to better the brand image and advertising solutions.

2. It helps in sustaining better engagements than OOH advertisements. Since the key

objective is to grab the attention of a passing crowd, storytelling via alluring video

formats outperforms the static image ads.

3. DOOh provides much more information in terms of metrics and measurements which

in turn helps in lifting brands and enhanced footfalls in correlated stores. Such metrics

include data like ad performance, location of ad displayed, playtimes for each ad, and

many more cloud-based numbers. 

4. Digital outdoor marketing is much more dynamic as well as cost-efficient. The single

space or banner can be utilized by a number of marketers sharing the costs

individually. 

5. DOOH is relatively much more flexible when it comes to changing creatives due to

factors like outdoor weather conditions. Also, they are weatherproof and can be

utilized all year long without any fear of wear and tear. For more safety, they can be

installed with built-in security cameras and alarms for more prompt responses.

The transition of DOOH to OOH is inevitable in the upcoming times with the ever-evolving

technology and monetary model. It’s not just a medium of the advertisement but has

successfully reached places with compelling impact. It is highly advisable to consider this

marketing by all sizes of business due to its features like cost-effectiveness, flexibility, and

ability to influence your target customers.