What is Digital Out of Home Advertising?

Digital Out-of-Home (DOOH) advertising has revolutionised the traditional outdoor advertising landscape, bringing dynamic, interactive, and data-driven content to public spaces. This innovative form of marketing has gained significant traction in recent years, particularly in tech-savvy markets like the United Kingdom.

What is DOOH?

DOOH refers to digital media used for advertising outside the home. It encompasses a wide range of digital displays, including digital billboards, screens in public transportation, shopping malls, and other high-traffic areas. Unlike traditional static billboards, DOOH allows for real-time content updates, interactive features, and targeted messaging based on various factors such as time, location, and audience demographics.

The Rise of DOOH in the UK

The United Kingdom has embraced DOOH advertising, with the sector experiencing substantial growth in recent years. In 2022, digital out-of-home advertising revenue in the UK reached an impressive £750 million. This figure underscores the increasing importance of DOOH in the overall advertising landscape.

One of the most striking statistics is the share of digital in out-of-home (OOH) advertising revenue in the UK, which stood at 63% in 2022. This majority share indicates a clear shift towards digital formats in outdoor advertising, reflecting advertisers’ recognition of DOOH’s effectiveness and versatility.

DOOH Infrastructure in the UK

The growth of DOOH is supported by a robust infrastructure of digital screens across the country. As of the second quarter of 2023, there were 15,551 DOOH screens in Great Britain. This extensive network provides advertisers with numerous touchpoints to reach their target audiences in various contexts and locations.

Advantages of DOOH Advertising

Dynamic Content

DOOH allows advertisers to update content in real-time, enabling them to deliver timely and relevant messages. This flexibility is particularly valuable for time-sensitive campaigns or promotions that need to adapt quickly to changing circumstances.

Targeted Messaging

Advanced technologies enable DOOH campaigns to target specific audiences based on factors such as location, time of day, weather conditions, and even real-time data feeds. This targeting capability enhances the relevance and effectiveness of advertising messages.

Increased Engagement

Interactive DOOH displays can incorporate features like touchscreens, augmented reality, and mobile integration, creating more engaging experiences for viewers and increasing the likelihood of message retention.

Measurability

Unlike traditional outdoor advertising, DOOH offers improved metrics and analytics. Advertisers can track impressions, engagement rates, and even attribution to sales, providing valuable insights into campaign performance.

DOOH Trends and Innovations

Programmatic DOOH (pDOOH)

Programmatic buying has made its way into the DOOH sector, allowing for more efficient and targeted ad placements. In the UK, pDOOH has become increasingly integrated into the wider media mix. Over three-quarters (77%) of UK pDOOH marketers are now directly involved in one or more other channels, up from 61% in 2023.

Always-On Strategies

More than one-third (35%) of marketers have adopted an always-on strategy for pDOOH. This approach allows brands to maintain a consistent presence while adapting their messaging based on real-time conditions and data.

Cross-Channel Integration

DOOH is increasingly being used in conjunction with other digital channels. The top five channels marketers are responsible for in conjunction with pDOOH are video (67%), social (67%), display (64%), DOOH (63%), and CTV (56%). This integration allows for more cohesive and effective multi-channel campaigns.

DOOH Creative Innovations

Dynamic Content Management

Innovative DOOH content management systems, such as RUSH, offer simplified approaches for deploying linear, smart, and dynamic content. These systems allow advertisers to change copy or products based on unpredictable factors like weather, sporting results, or brand-owned data.

Location-Based Messaging

DOOH platforms now offer location-specific messaging capabilities, allowing national campaigns to speak directly to local audiences. This localisation can significantly boost ad awareness and recall.

Traffic-Responsive Advertising

Some DOOH systems, like DRIVE, enable brands to alternate their roadside ads in real-time based on traffic speed. This ensures that the message complexity matches the viewers’ dwell time, optimising the impact of roadside DOOH investments.

Challenges and Future Outlook

While DOOH continues to grow, it faces challenges such as privacy concerns, ad fraud, and the need for standardised measurement metrics. However, the future looks bright for DOOH in the UK and globally. As technology advances, we can expect to see more innovative uses of DOOH, including increased personalisation, better integration with mobile devices, and the use of artificial intelligence to optimise ad placements and content.

The COVID-19 pandemic temporarily impacted DOOH advertising due to reduced foot traffic in public spaces. However, the sector has shown resilience and adaptability, with many advertisers using DOOH to deliver public health messages and adapting their strategies to reach audiences in new ways.

In conclusion, DOOH represents a significant evolution in outdoor advertising, offering unprecedented opportunities for creativity, targeting, and engagement. As the UK continues to invest in digital infrastructure and advertisers become more adept at leveraging DOOH’s capabilities, we can expect this dynamic medium to play an increasingly central role in the future of advertising.