We all know Out-of-home (OOH) media as larger than life billboards and display units that attract your eye when you are out and about. It was one of the best ways to drive massive awareness and recall, however one of its key challenges was measurement.
Digital technology has changed advertising in so many ways. Thanks to developments in AdTech, OOH has also transformed into a much more dynamic and quantifiable medium.
Traditional OOH is quickly transforming into Digital out-of-home (DOOH) where static billboards and display units have now become digital screens which are connected to the internet and can play commercials or videos dynamically. Each screen is an addressable unit which allows content to be fed to it in real time, giving birth to DOOH or the Outernet!
A survey by AC Nielsen found that users are four times more likely to react online after being exposed to an OOH message, rather than the other offline media such as TV, radio etc. So not only is OOH great at triggering immediate brand recall and awareness, it also results in an immediate action.
With DOOH, the industry has been able to tap into larger budgets and video-based campaigns. Allowing advertisers to capture the attention of their target audience with OOH led media innovations and engagement. This marriage of OOH and AdTech has further led to the medium being more measurable, giving agencies the armaments they need to justify more budgets being pumped into OOH.
As these technologies become more complex and more autonomous, programmatic advertising technologies which were originally used in digital advertising have moved over to DOOH as well. At LMX, we provide end to end solutions for OOH media owners, giving them the opportunity to trade their spots programmatically and reach out to a larger number of advertisers.