Digital out-of-home (DOOH) advertising is a growing trend in the marketing world. In 2022, DOOH ad spend in the United States reached $2.64 billion, and it is expected to grow to $3.3 billion by 2026.
There are several reasons for the growth of DOOH advertising.
First, DOOH ads are highly visible and attention-grabbing. They are often placed in high-traffic areas, such as bus stops, train stations, and billboards, so they are seen by a large number of people. Audience measurement companies, such as Quividi, can help media owners understand their impression multiplier, e.g. how many people saw an ad at any given moment.
Second, DOOH ads can be targeted to specific audiences. For example, advertisers can target ads based on demographics, interests, or even location. This allows advertisers to reach their target audience with more precision than other forms of advertising.
Third, DOOH ads can be updated in real time. This means that advertisers can quickly change their ads to reflect current events or trends. This makes DOOH ads a versatile and dynamic form of advertising.
However, there are also some challenges associated with DOOH advertising. One challenge is that DOOH ads can be expensive. The cost of creating and placing DOOH ads can be high, especially in high-traffic areas. Another challenge is that DOOH ads can be difficult to measure. It can be difficult to track how many people see a DOOH ad, and it can be even more difficult to track how those people respond to the ad. And until an open marketplace and RTB (real-time bidding) becomes to the norm in DOOH, it will be hard to scale, both for advertisers and for individual media owners.
According to IAB, the following are some of the key trends in DOOH advertising:
The growth of programmatic DOOH. Programmatic DOOH allows advertisers to buy and sell DOOH ad space in real time, which gives them more flexibility and control over their campaigns. Ad tech companies, like Vistar and Broadsign, are the largest players. in programmatic DOOH and only continue to grow.
The increasing use of data-driven targeting. DOOH advertisers are increasingly using data to target their ads to specific audiences. This can be done based on demographics, interests, location, or even past purchase behavior.
The rise of interactive DOOH. Interactive DOOH ads allow consumers to interact with the ad in a variety of ways, such as by scanning a QR code or by using their mobile device. This type of ad can be more engaging and memorable than traditional DOOH ads.
The future of DOOH advertising looks bright. As the technology continues to develop, DOOH ads will become more targeted, interactive, and measurable. This will make DOOH advertising an even more powerful tool for marketers.
If you're interested in exploring programmatic DOOH opportunities, reach out to the Blueprint team today!
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