What Is Digital OOH Advertising?

Digital out of home advertising, or digital OOH advertising, refers to advertisements displayed in public places via digital signage. Digital OOH advertising is a hybrid form of marketing that combines the benefits of traditional OOH advertising (such as high visibility and low cost) with the benefits of digital advertising (such as high interactivity and low frequency). While the term “OOH” is used to describe the traditional forms of outdoor advertising, the term “digital out of home” more accurately describes the emerging technologies and services that are replacing the old static billboards with new touchscreen displays that allow users to engage with the advertisements in new ways.
 

How Does Out of Home Digital Advertising Work?

Digital OOH advertising works by displaying advertisements on digital signage in public places such as elevators, bus stops, and billboards. Outdoor advertising is traditionally a static form of marketing that displays a single advertisement at a time. Digital OOH advertising is a new form of advertising that combines the benefits of OOH with the benefits of digital marketing. A combination of hardware, software, and Internet connectivity allows digital OOH advertising to display multiple advertisements and engage with passersby. The hardware component of digital OOH advertising is the digital signage itself. Digital signage is a large touchscreen display that is used to show advertisements and other forms of marketing content. Digital signage can be mounted on a wall, placed on a pedestal, or (in rarer cases) installed on the roof of a building.
 

Benefits of Out of Home Digital Advertising

Digital OOH advertising has become an increasingly popular form of advertising because it offers a number of benefits. High Visibility - Digital OOH advertising is visible in public places like billboards, which means it has high visibility. Since most digital OOH advertising is placed in highly visible areas, it has a higher chance of being seen by a large number of people. High Interactivity - The ability to customize advertisements and engage with passersby make digital OOH advertising highly interactive. Digital OOH advertising can be programmed to respond to passersby and offer coupons, let people know about special deals, and more. Low Cost - One of the biggest benefits of digital OOH is that it has a low cost compared to other forms of digital advertising. Digital OOH advertising is usually placed in highly visible areas such as on billboards and in high-traffic subway stations, so it does not require as much investment as other forms of digital advertising.
 

Where You'll Find Digital OOH Advertising

Digital OOH advertising can be found in a wide variety of places, such as high-traffic subway stations, commercial buildings, and sports stadiums. Digital OOH advertising is most commonly found in high-traffic areas like train stations, airports, and shopping malls. Other places where you can find digital OOH advertising include: - Commercial Buildings - Commercial buildings such as hotels and office buildings are common places for digital OOH advertising. Visitors to hotels, for example, may see advertisements on digital displays in the lobby or elevator. - Stadiums - Stadiums and arenas are common places for displaying digital OOH advertising. Visitors to stadiums may encounter digital OOH advertising on their way to their seats or on the concourses. - Parking Lots - Parking lots are often used for digital OOH advertising. Digital OOH advertising installed in parking lots may feature advertisements for nearby stores, restaurants, and other businesses.
 

Limitations of Digital OOH Advertising

While digital OOH advertising has many benefits, it also has a few limitations. Frequency - Digital OOH advertising has a high frequency compared to other digital advertising formats. Digital OOH advertising can be programmed to run multiple times per day, and because it can be programmed remotely, there is no need to manually change or update the advertisements. Interactivity - Digital OOH advertising is highly interactive, but the interactivity may take away from the message that the advertiser is trying to convey. Digital OOH advertising can be programmed to respond to passersby and ask questions, take surveys, and otherwise engage people. While this engagement is useful for gathering feedback and data, it may distract passersby from the message that the advertiser is trying to convey.
 

Can Co-existence With Traditional OOH Advertising

Digital OOH advertising can co-exist with traditional OOH advertising. In fact, digital OOH advertising can be installed alongside traditional OOH advertising at the same location. Digital OOH advertising can be programmed to display different advertisements at different times. For instance, digital OOH advertising can be programmed to display different advertisements from 6 p.m. to 9 p.m. on weekdays and different advertisements from 6 a.m. to 9 a.m. on weekends. Digital OOH advertising can also be programmed to display different advertisements based on the day of the week or current season. Digital OOH advertising can be programmed to display different advertisements on digital signage at a subway station, for example, while traditional OOH advertising is displayed on posters at the same subway station.
 

Key Takeaway

Out of home digital advertising, or digital OOH advertising, refers to advertisements displayed in public places via digital signage. Digital OOH advertising is a hybrid form of marketing that combines the benefits of traditional OOH advertising (such as high visibility and low cost) with the benefits of digital advertising (such as high interactivity and low frequency). Digital OOH advertising works by displaying advertisements on digital signage in public places such as elevators, bus stops, and billboards. It has a high visibility, is highly interactive, and has a low cost compared to other digital advertising formats. Digital OOH advertising can co-exist with traditional advertising at the same location.