WHAT’S Digital OOH?
I thought I’d take a brief second for those who are not familiar with Digital OOH (DOOH to agencies or Digital Signage to many Networks) to enlighten those who don’t know what it is so some of my rants on this blog may make more sense.
DOOH could be considered the “next” Internet. A new form of connected media that is growing at astounding rates…especially in down times…and already bigger than mobile tactics/marketing. From Wikipedia:
Digital signage is a form of electronic display that shows information, advertising and other messages. Digital signs (such as LCD, LED, plasma displays, or projected images) can be found in public and private environments, such as retail stores and corporate buildings.
Advertising using digital signage is a form of out-of-home advertising in which content and messages are displayed on digital signs with a common goal of delivering targeted messages to specific locations at specific times. This is often called “digital out of home” or abbreviated as DOOH.[1]
The benefits of digital signage over traditional static signs are that the content can be exchanged more easily, animations can be shown, and the signs can adapt to the context and audience, even interactively. Digital signage also offers superior return on investment compared to traditional printed signs[2].
These screens are IP (Internet) connected. I like to say that DOOH is the physical manifestation of Internet and Social media – It allows you to extend your Digital programs online into ACTUAL physical locations where people congregate and purchase.
At the time of this writing, many in the agency and brand community are still relatively unaware of the medium as a whole (some know a few networks but not the full extent of the medium and how big it actually is already) and – more importantly – its potential impact on advertising and brand objectives. This is changing – slowly – as new research and results emerge in major campaigns and get launched into the general community for evaluation.
Results from using the medium CAN be great. Some of the more recent numbers I’ve seen are 49% lift in unaided brand recall, 12% lift in same store sales, etc.
While the medium may not be for absolutely everyone, it’s well worth considering it and evaluating it for your own uses – if even in small ways.
I’m happy to answer questions you may have about the medium if I can. Just send me a note via the contact page above.
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