DOOH: Why Every Brand Should be Taking it Seriously

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Many brands have started taking advantage of the benefits offered by the Out-of-Home (OOH) advertising sector. And that list of benefits is quite long: Higher levels of trust in the Millennial and Generation Z markets, high rates of post-exposure online activation, and the simple fact that they can’t be turned off, to name just a few. Digital Out-of-Home (DOOH) combines those benefits with a host of its own. DOOH is a booming sector, ripe with opportunity, and every brand — even fully digital ones — should be taking advantage of it.

DOOH Packs a Laser-Guided Punch

Of all traditional ad sectors, OOH is the only one to have shown consistent growth this past decade. That growth has been fueled almost exclusively by DOOH ads. And it’s no wonder why — digital signage has been proven to be twice as noticeable, and 2.5 times more memorable, than standard OOH ads.

DOOH properties offer other benefits over static OOH ads as well. Among the most important is DOOH’s programmatic buying capabilities. Previously, a digital team would never consider an OOH property, as they’re simply too different — different buys, different KPIs, different measurement (when there was measurement at all). The ability to programmatically buy DOOH space changes all of that.

Programmatic DOOH opens up so many avenues previously closed to the OOH space, and it does so in ways intimately familiar to digital teams. It helps allow for a greater degree of audience building and targeting, and measurement capabilities far beyond static OOH capabilities. Plus, is gives brands huge flexibility with their creative, the ability to daypart, the ability to target certain properties based on the audiences that see them, and so on.

Paving the Way for the Future of Retail

Important though they are, these programmatic capabilities are only one part of the rapidly evolving DOOH marketplace. The field is literally being invented as it goes — DOOH owners are experimenting with weather tracking technologies and audience interactivity, and some are even looking to AI.

This is all garnering a lot of attention for the DOOH space for one particular, and very important, reason — Generation Z. Gen Z makes up 25 percent of the population, and as they age, graduate college, and enter the workforce, they represent an ever-growing buying power, currently about $44 billion annually. They are the future of retail. Yet despite this outsize presence in the population, and despite the fact that they’re the first truly digitally native generation, Gen Z can’t be reached effectively in the same way that Millennials have been reached — that is, they can’t be reached with online-only approaches.

This emerging generation is completely comfortable online, but the connections they’re looking for from brands innately require more, a truly immersive omnichannel approach. Digital alone, OOH alone, DOOH alone, experiential alone — alone, none of these approaches are enough to grab Gen Z shoppers. They need to be employed together, intelligently and creatively.

What Gen Z craves more than the generation before them is full brand immersion in their shopping experience — from day-one brand discovery to when they make a purchase and beyond. The smarter, younger, hipper DTC brands know this, and they’ve been the driving force behind the evolution and adoption of innovative DOOH properties. Now is the time for traditional brands to get on board and see that the world of retail is no longer only digital or physical. It is in the places where they converge, like digital out-of-home.

About Author

Ran Ben Yair is Ubimo’s Co-Founder and CEO. Prior to Ubimo, he co-founded LabPixies Ltd (acquired by Google in 2010), a leading web and mobile app development company, growing the business to reach tens of millions of users in four years. At Google, Ran continued as a Product Manager in Search, where he led and launched large-scale products. Ran holds a bachelor’s degree in Computer Science from the Hebrew University of Jerusalem, Israel and currently resides in New York.

2 Comments

  1. Dear Ran,

    I just read your article, “DOOH: Why Every Brand Should be Taking it Seriously” thanks for sharing those valuable insights.

    I have been working for an OOH/DOOH specialist in Hong Kong and everyone has been talking about buying OOH programmatically for a while now, without much action.
    I am wondering if things are getting faster in the US and if you had any tips for us to accelerate the process in Asia.

    Warm regards.
    Charlotte Cotton
    Account Manager

  2. Dear Charlotte,

    Thank you. We are actually seeing a lot of interest and activity in programmatic DOOH and I believe it is mostly driven by the progress the industry has made on making the inventory measurable in terms of audiences. From our experience, once brands realize they can plan their DOOH campaign using a data-driven approach they create demand for more programmatic solutions. So my advice is to focus on making the data available in your market, and the media demand will follow.

    Best,
    Ran

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