The Rise of Digital-Out-Of-Home
September 10, 2020
Digital Out-Of-Home (DOOH) is digital outdoor media used for advertising outside of the home. Examples of DOOH technology are Edison-built platforms such as Shark Experience powered by Verizon and the Avis Budget Group Travel Assistant.
DOOH devices may include digital display, digital billboard or digital signage that changes the advertising content remotely with the use of LED and screen technology. Digital-Out-Of-Home consists of two platforms that effectively enable the outdoor advertising of various brands.
Digital-out-of-home platforms are digital billboards & signages and digital place-based networks. Digital billboards are electronic display systems that display images, videos and animations of brands across different end-use industries for digital-out-of-home advertising.
The growth of digital screens in retail outlets, malls, airports, golf courses, bus shelters, transit systems, elevators, car rentals, etc. means there are an increasing number of digital advertising opportunities for brands to explore. In fact, according to eMarketer, this year, digital-out-of home ad spending will account for one-third of total US OOH ad spending, increasing by 1.6 percent to reach $2.72 billion.
Digital-out-of-home is unlocking various opportunities for advertisers to reach targeted audiences more effectively with tools and technology like Edison Interactive and superior connectivity partners such as Verizon Wireless. These advancements in technology with specified geo-targeting capabilities, advertisers are more engaged with customers in addition to enhancing the customer experience.
Real-time news, weather and entertainment on digital screen displays has captured the attention of millions travelers on a global scale. With the expansion of 5G networks and the ability to use AI (Artificial Intelligence), brands are armed with information which enables them to create more targeted DOOH campaigns, particularly in the transportation industry, including airports.
With the increase of digital screens combined with real-time data, advertisers are investing more in building customized platforms and their spend. eMarketer estimates DOOH ad spend to reach $3.84 by 2023.
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