2022: The Year For Out-of-Home Advertising-A Monetized Digital Signage Use Case

Jun 28, 2022 11:02:36 AM

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OOH has evolved significantly in recent years. The global pandemic put a damper on the breadth of it's expansion these last few years, but the opportunity for "Out of Home" to soar again is upon us. OOH has become a cost-effective solution for reaching consumers both nationally and hyper-locally. The world is evolving and becoming more digitized by the day and marketers, brands, their agencies, and even their customers are expecting content to be delivered in meaningful digitized ways. The analytics available to these marketers are better than ever before and OOH through digital signage platforms can provide an uplift in the actionable data available to them. 

Out-of-home advertising in places like New York City for instance used to be simple billboards, subway platform ads,  and other static signage that limited results, and while reaching the masses didn't provide precision analytics or any sort of actionable data. Brands knew content was being seen in mass but sort of like radio was 20 years ago, it was nearly immeasurable and made it difficult optimize around a target in a specified audience.

This may have worked for big-budget brands, but it did very little in terms of catering to needs of evolving businesses, yet alone startups, thus locking many companies out of the OOH marketplace. We've always needed a more powerful tool to enhance the reach of OOH in the market to all brands and we finally have that in the digital signage platforms of today. Post-pandemic we have much more flexibility in channel strategy and digital marketing channels are evolving to truly reach consumers in real-time, OOH and more specifically, digital out-of-home, is providing brands with the confidence and data to support their media plans once again and the budgets are there too in 2022. Digital signage provides the first "measure twice, cut once" type of solution with actionable analytics iin many cases built into the platform from the start.

A True Omnichannel Vehicle

 OOH s now primarily a digital execution  and offers the ability to better target consumers with relevant messages, in real-time. Not only that, but the results are available in real-time and can be optimized around. This means that brands are able to pivot immediately if need be to a new message, better content, or even a new audience. Digital out-of-home can be deployed programmatically to reach exactly the right audience at their point in the buyer journey. Think about a potential customer for a store such as Wetzel's Pretzels which is found in many of today's remaining malls. Outdoor digital signage could be place on the bank, or at the bank that is just outside of the mall and a special promo code could be used within the content to offer anyone who visits the pretzel store that day a specific discount. This would then provide something of added value for the bank's customers as well who would be exposed to the digital signage when they pulled in to use the ATM, or make a deposit prior to heading to the mall. 

Weather conditions and the time of day can even be set as automatic triggers for ads, as well as the proximity to desired locations. Brands can customize content for all of those things. In fact, pre-pandemic, a rain boot brand would show ads on digital signage all across Boston. That brand saw a 25% lift in e-commerce sales on those says where rain was either forecasted or occurred from the promo codes shown on the digital signage. 

With the right technology partner, brands can use digital OOH to successfully promote products even if they are not equally available everywhere. For example, if a brand is launching a new line of cookies in a pilot at Costco, and doing so in select markets before a national roll-out, the brand could use DOOH to approach each market differently and with a customized message to the average consumer in that market. For instance, Florida residents might see a boy eating cookies on a blanket on the beach while signage in the Midwest might show a family at an ice-rink snacking between games. 

One of these examples may require a promotion indicating that the cookies are "available now" at Costco while another may need to highlight different promotional messaging that the brand is coming soon or won't be available until a specific date  Thus one ad might have a promo code and another might not. Digital Signage technology makes it possible to quickly adjust based on different areas, DMAs, zip codes or even audiences so that overall messages resonate at a local level. Metrics like sales, foot traffic, and even e-commerce visits can then be measured at the content optimized. 

target with Real-time precision

Reaching the right audience at the right time is crucial to digital signage ad success. OOH ads through digital signage mean gone are the days of Fortune 100s only taking advantage of the high performing ad space. All brands now have the ability to take advantage of this medium, even at scale. Even small brands can take advantage of advanced audience targeting and an ad spend of even $10,000 can make a huge impact. 

IIn-House marketing teams and agencies alike  now use programmatic buying to complement existing DOOH plans by extending their media spends to digital signage executions where available. 

One of the best parts of digital OOH is that it can be executed very quickly through digital signage networks if they are already in place. A brand might have thousands of zip codes in mind with the goal of applying specific messaging to one area and a separate creative set, to another market. There may even be be different versions of the campaign with separate messaging that needs to reach different DMAs. Digital signage can play a role in this along with mobile, and web based content delivery mediums. Gone are the days of drawn out media buying and and long processes to get your ads shown to your end target. Programmatic now streamlines the process, allowing brands to be quick to adapt and extremely nimble. 

2022 WILL RE-DEFINE out of home (ooh)

Brands have powerful opportunities today to build powerful content delivery networks around digital signage. They can now more optimally target specific markets and measure campaign effectiveness. Most significantly, OOH has now become a cost-effective way to scale for brands of all sizes  These are just a few of the benefits of digital OOH and some of the many reasons why 2022 will be the year out-of-home grows in popularity and an increase in digital signage delivery systems are developed. PTG, can help your brand execute your digital signage delivery system. 

 



 

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Ben Seiber

Written by Ben Seiber

Ben Seiber is the Digital Signage lead at PTG. Ben has decades of experience designing and implementing the latest digital signage systems for companies of all sizes.

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