Over the last thirteen decades, billboards, or as it is known now, Out of Home (OOH) advertising has played a huge role in the advertising landscape. They were relatively cheap, highly effective, and was a ubiquitous part of the landscape in most countries. Now, in the digital age, we have progressed to Digital Out of Home (DOOH) advertising, which incorporates the use of digital technology, which enables the targeting of specific demographic groups during the most effective time of day. Digital videos can be displayed, and advertising on the same billboard can be shared by multiple clients. All of this makes DOOH the future of billboard advertising.

Now, furthering the digital age of advertising, programming advertising has been included, because static and standard advertising has become less effective. But what is this? And how does it work? Here follows a short explanation:

Static billboards (OOH) enabled brands to target audiences in a standard way. Now, with new digital developments, DOOH enables the brand to target multiple audiences on the same billboard. People in the digital age with short attention spans now require more to gain their attention. Movement, relativity, location, and personalised experiences are now the order of the day.

Programmatic advertising includes a variety of technologies that allows the client to automate the visibility, purchase, and positioning of adverts in real-time. The main goal is to substitute human interaction with digital interaction, thus allowing advertisers more accurate targeting of specific audiences at particular times of the day. Metadata is used to gain information on target markets, demographics, purchase patterns, behaviour, routines, and geographical locations. This provides the advertiser with the most accurate pinpoints of their audience, which leads to more effective advertising.

When using programmatic advertising, information is recorded about customers and potential customers all the time. Every time a purchase is made, or a web page is launched, an algorithm harnesses data, and this can be used to find out which users are the best targets for specific brands. This has brought about a new revolution of billboard advertising because it has altered the billboard space forever. It has now become the new norm for DOOH and is highly effective. All advertisers’ greatest desire is to predict human behaviour, and DOOH programming technology allows them to find a starting point on purchasing patterns, locations and interests that provide a more personalised experience for the client.

If you want to know more about DOOH programmatic technology, contact our team at Face First Technology, and we will be happy to help! We have various well-positioned billboards across the country that will enable clients to target specific audiences and boost the bottom line.

Even though DOOH (Digital Out of Home) advertising has been around for some time, it took some effort to hone in on the most effective ways to employ it. What has become noticeably clear, is that DOOH is here to stay, and it just gets more sophisticated as time goes on and new technologies develop. A report by UpBeat has recently confirmed that the DOOH market will take a large chunk from advertising budgets, hitting around $8,3bn (just in the USA) by 2023. As a result, new trends are introduced all the time by innovative tech companies, and these innovations help advertisers not only stream relevant content to their potential clients but also to gather information from them.

Here are some of the new trends emerging on the DOOH market that helps users to make their advertising strategies a lot more effective:

• Omnichannel: Mobile advertising is having a huge impact on users, but this technology has now been extended to billboards. Online advertising via mobile phones, computers, email and social media can seamlessly be integrated for optimum results! It is also possible to combine several campaigns on the same platforms – which provides much better ROI.
• Dynamic creation: When it comes to other digital marketing strategies, DOOH still falls behind on the engagement ratio. This is because a lot of brands are still choosing to use OOH with static images instead of progressing to DOOH which can be integrated with other platforms. Relevant DOOH can increase awareness of a brand by 18%, according to Virtuo City in the UK. Severe creativity is needed to enhance these campaigns, and here are some ideas about how to do this, using new trends in DOOH.
• Geo-targeting: Locating relevant messaging via DOOH can draw people to local events and outlets. For instance, where there are a lot of truck drives passing, put a billboard pointing them to a restaurant or truck stop nearby. During evening hours in the city, use DOOH to draw people to your pub and advertise your happy hour! You can even use this example to direct students outside of a university or college to drive them to a retail store or shopping mall.
• Weather: What? Weather? Yes, weather! DOOH can be used to measure temperature and direct accordingly. For instance, on an ice-cold day, users can be directed to the nearest store selling heaters, warm clothing or electric blankets. On a hot day, they can be directed towards the nearest ice cream store! Weather plays a big part in behaviour, so why not use this to your advantage.
• Commuters: While billboards have been pointing towards commuters for decades, it is now possible to create a more captive audience. City people spend a lot of hours per year commuting – via it is by train, underground or vehicle. Ads can now be generated to respond to specific traffic conditions by providing geo-targeted options for commuters.

As marketers, it is continuously crucial to come up with new, creative and innovative strategies to reach audiences. DOOH is still one of the most cost-effective ways to do this, and its popularity is only increasing. Call our team at Face First Media to find out more about this.