In 2021, the global digital out-of-home (DOOH) advertising market was valued at nearly $19 billion. The indoor sector alone is expected to maintain a CAGR in excess of 18% through 2030. While today’s advertisers are clearly embracing digital out-of-home technology, many are hesitant to partner with a network provider before reviewing real-world DOOH advertising examples.
Of course, no reputable agency would incorporate any addition into their digital arsenal without understanding what it is, how it works, and at least some of the many ways their clients could benefit. That’s why we’re dedicating this space to explaining the basics of DOOH and rounding up a few examples to illustrate how some of the industry’s most creative advertisers are using strategically placed digital screens to elevate the impact of omnichannel marketing.
Why Are So Many Agency Representatives Looking for DOOH Advertising Examples?
In the not-so-distant past, advertisers had to reach out to multiple publishers to get client content displayed on digital out-of-home screens. There were numerous offers to place, prices to negotiate, and contracts to sign. Most DOOH content was displayed outside on large digital billboards.
Back then, many advertisers (and their clients) felt it was too difficult to ensure optimal placement and contextual relevance. Once network providers began offering highly targeted programmatic ad placement on screens located in spaces where target audiences work and live, advertisers who were initially hesitant to invest in DOOH took notice.
Today, digital out-of-home screens are popping up just about everywhere, from airport terminals and elevators to checkout lanes and apartment building common areas. Instead of struggling to reach target audiences who tend to scroll past (or block) banner ads and sponsored content, advertisers are reaping the rewards of elevating the impact of their digital strategies.
They’re capturing the attention of consumers where and when they’re most likely to be receptive. Most advertisers interested in finding examples of DOOH campaigns are looking for inspiration— creative ways to take full advantage of everything programmatic DOOH has to offer.
How Are Advertisers Using Programmatic DOOH to Engage High-Value Audiences?
The average American spends about 40% of their time in front of a screen. During that time, 58% of internet users are exposed to anywhere from 4,000 to 10,000 ads. Current statistics suggest the remaining 42% have ad-blocking software installed on their computers, tablets, and phones. Numerous ad agencies are circumventing the potentially detrimental impact of “banner blindness” and “ad fatigue” by placing highly targeted ads on a network of digital out-of-home screens. But not just any screens.
The right DOOH screens capturing the selective attention of high-value audiences are displaying hyper-targeted, contextually relevant ads alongside curated content consumers genuinely appreciate and enjoy.
If your most recent ad campaigns have not been generating the response you’ve expected, maybe it’s time to consider incorporating programmatic DOOH ad placement into your marketing strategy. Some of today’s most exciting (and successful) ad campaigns illustrated in the following examples are enhancing brand recognition and consumer engagement by merging the benefits of online and “offline” DOOH ad placement in creative, innovative ways.
Interactive Personalized Messaging from an Automobile Manufacturer
One American automobile manufacturer took full advantage of their ability to combine DOOH ad placement and artificial intelligence to display one of 30 possible video ads to highly-specific audiences. Ad selection was determined “in the moment” based on key viewer demographics, including age and gender.
A person appearing in front of the display alone would see a different video than a couple. When facial recognition technology identified children alongside an adult, a video featuring one of several vehicles intended to appeal to parents was displayed. As passersby paused in front of the screen, they were drawn in further with an interactive avatar and games. As the first advertising campaign of its kind, this automotive example illustrates the power of using personalized content to deepen audience engagement.
Weather-Reactive Messaging from an International Beverage Company
People tend to be far more receptive to advertising that’s relevant to their immediate environment and current state of mind. A well-known beverage company provided an excellent example of using weather-reactive messaging to establish a favorable connection between its “refreshing” lower-proof sparkling drink and fun in the summer sun.
That impression was effectively managed by launching a weather-reactive campaign in high-traffic areas. Their ads were only displayed when temperatures reached 66°F. The brand’s ad placement was further optimized by leveraging dayparting. Their DOOH ads were displayed Thursday – Sunday, between the hours of 1 PM and 8 PM, when socializing with a cool, sparkling beverage and “joyful connections” were most likely to be top of mind for a receptive audience.
Social Media Interaction from a Commercial Bakery
An American commercial bakery advertising to Canadian consumers launched a DOOH strategy as part of their #FeedImagination campaign. The company invited parents of children between the ages of 4 to 11 to submit artwork labeled with their “feed imagination” hashtag as a reminder that snack time is important for fueling imagination.
Children were encouraged to create a story about the brand’s signature logo (a fish) and let their imaginations run wild. Parents had the option of submitting their children’s artwork on social media or through the brand’s campaign website. Five submissions were selected to be “brought to life” on billboard displays. The creative use of hashtags on DOOH screens helped boost social media engagement and elevate brand perception among parents (and their young artists).
Location-Specific Advertising from a Multinational Tech Company
Location-based advertising incorporates geographic data into DOOH marketing strategies. It’s primarily used to relay customized ads to key demographics for products and services where a consumer’s location is most likely to factor into their purchasing decisions.
Current statistics suggest that nearly 60% of consumers immediately visit nearby storefronts highlighted in DOOH ads. An impressive 93% of those visitors make a purchase. One of the best examples of combining the benefits of DOOH placement and location-specific advertising was part of a popular search engine company’s “Make the Most of Summer” campaign.
The brand’s advertisements highlighted the company’s search engine and mapping capabilities by displaying local “Best” and “Near Me” search term results for ice cream parlors, parks, and tourist attractions based on time of day, weather conditions, and display locations.
Integrated QR Codes from a Multinational Financial Corporation
Integrating QR codes into DOOH ads makes it remarkably easy for marketers to elevate the DOOH experience. Passersby simply scan the code for instant access to product information, digital coupon codes, customer surveys, and more.
Just over a year ago, a major credit card company promoted local small businesses by including geo-specific QR codes on their DOOH content to connect consumers with summer and entertainment-themed goods and services in seven cities.
Prospective customers scanning the QR code were directed to a categorized list of local small businesses and their locations. The “Shop Small and Beyond” campaign helped raise consumer awareness of the importance of supporting local merchants, made it easy for those customers to find small businesses in their immediate areas, and helped bolster the financial corporation’s reputation as a supportive local business partner.
Experiential Cross-Promotion from a Telecommunications Company
An American telecom company set up an interactive “Pose with the Pros” screen in the concourse of their namesake stadium. The interactive screens encourage fans to photograph themselves with digital representations of up to five of their favorite team members. An AR application overlayed player images to ensure more realistic placement. Participants were then invited to share their images on their favorite social media sites.
The company sponsoring the ads provided a memorable experience; the fans sharing their images on social media were directly involved in promoting the company’s 5G technology. This type of experiential marketing is a prime example of how the combined effect of DOOH ads and social media campaigns (and others) can have more of an impact together than either advertising channel might achieve on its own.
How Can I Get Effective DOOH Placement Incorporated into My Omnichannel Ad Campaigns?
The most successful marketing strategies focus on meeting consumer needs and building long-term relationships. Although a quick internet search will lead you to multiple companies willing to place your client’s ads on DOOH screens, not all platform providers capture the attention of today’s increasingly elusive consumers in spaces ad agency clients value with content their desired audiences appreciate and enjoy.
The best DOOH network providers amplify the impact of a brand’s marketing efforts by placing ads alongside brand-safe, contextually relevant content, including local and national news feeds, stock market reports, health information, weather updates, and real-time transit data on screens located in spaces where high-value consumers live and work.
Location and context is just as important as a brand’s ad content, and all are integral to a successful ad campaign. Now that you know why so many marketers have been looking for DOOH advertising examples to inspire their own creativity, you’ll also want to consider screen location and the type of content displayed alongside your clients’ ads.
Start Building Your Own Portfolio of DOOH Advertising Examples
Market analysts expect the value of DOOH advertising to reach nearly $58 billion by 2030. If you’re intrigued by some of the many ways DOOH advertising could help your clients reach their audience in a way today’s consumers value, consider the impact of the right network of digital screens and expertly curated content, located in the elevators, lobbies, and common areas of premium commercial office buildings and luxury residential properties.
At Captivate, we’ve partnered with more than 150 publishing partners to provide engaging, relevant content in a brand safe environment for advertisers—and a data-driven way to reach high-value decision makers. To see how incorporating Captivate screens into your clients’ next ad campaign can be an integral part of a winning marketing plan, schedule a consultation. Let’s get started!
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