Introduction to Digital Out-of-Home (DOOH)
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.
What is DOOH?
Traditional OOH has now become 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.
Aug 02, 2022
Dynamic Content : A Game Changer in DOOH
It’s all about the packaging. A creatively executed DOOH campaign can make all the difference on how a brand is perceived. Dynamic creatives enable brands to curate their narratives to specific conditions like the weather. The ability to extend accurate messaging to the right audience, at the right place, and at the right time makes the ad contextually relevant.
Read the full article on Marketing Magazine WEEKENDER issue 337 >> Read More!
June 24, 2022
Why OOH Media Owners Need a More Efficient Way to Manage Multiple Revenue Streams
Why OOH Media Owners Need a More Efficient Way to Manage Multiple Revenue Streams
The evolution of OOH media buying methods means that the inventory is now consumed in a variety of ways – especially for digital screens. This includes loop-based, event-based, audience-based, impression-based and other types of campaigns.
In our recent conversation with the weekender, some of our media partners shared thoughts on how they were able to manage inventories from a single platform and how it has helped them manage multiple revenue streams. Hear from the likes of Ledtronics, Eyetalk Media Ventures, Laguna, and FC Media.
Uncover the full article on Marketing Magazines WEEKENDER issue 334 >> Read More
