Digital Out-of-Home (DOOH) Formats to Help Boost Performance Marketing | Adclick Africa

Digital Out-of-Home Formats to Help Boost Performance Marketing 

With 11.9 million average monthly mall shoppers in South Africa, Digital Out-of-Home (DOOH) advertising has become one of the go-to advertising formats when looking to reach mass-market consumers. Bold, eye-catching and engaging advertisements are the order of the day.

According to a global report, the Digital Out-of-Home (DOOH) market is expected to reach $54.83 billion by 2030, which is why Adclick Africa has taken some time to present you with new and exciting Digital Out-of-Home (DOOH) formats to help boost your performance marketing efforts.

4 Digital Out-of-Home (DOOH) Formats and How to Use Them

1. 3D Billboards and DOOH

3D billboards are the latest billboard technology used by businesses. These billboards use digital technology to produce three-dimensional images using digital techniques and digital media. Physically, there are no elements present that make the billboard unreal which makes it all the more convincing.

3D technology provides a more eye-catching visual experience for consumers who view the billboard, making them perform better than traditional 2D billboards. With the traditional static two-dimensional billboards, viewers often miss the adverts when in a hurry or the billboard isn’t engaging enough to catch the consumers’ eye as they move through the hustle and bustle of everyday life.

2. QR Codes and Digital Signage in DOOH

For the longest time, we have seen QR codes being used in magazines, web pages, banking apps, payment points and recently we have started seeing them on billboards. QR (Quick Response) codes are easily read by mobile devices and provide fast information which comes in handy when reaching consumers who are constantly in a rush and want things instantly.

Previously, some marketers took exception to the lack of data provided by out-of-home advertising. However, with QR codes you are able to track measurable results on your marketing campaigns. Using QR codes is one way of augmenting your link-building across public campaigns. You can use QR codes to link to almost anything. QR codes can be used to link web pages, dial a business number, send an instant message or download an app or file. QR codes can add another dimension to your link-building strategy. They allow you to measure campaign performance across multiple media platforms and formats. Start considering how you can use QR codes to mine data from the most unexpected places or consider how it can enhance the ROI or the performance of your next campaign.

3. DOOH Uses External Digital Triggers and Presence Detection

For a number of years now we have seen digital out-of-home expanding to have external triggers that provide a unique experience for the consumer. These environmental and externally triggered billboards can be responsive, allowing advertisers to create and use contextually relevant content that can boost sales and marketing efforts. These external triggers can be cameras attached to the billboard or even websites that can present an augmented reality experience within the physical retail space.

To fully understand data points it’s best to use some more specific examples and talk about their potential impact. The most common data triggers that DOOH takes advantage of are the following:

  • Weather triggers
  • Date & time triggers
  • Presence detection triggers

4. Programmatic Advertising for DOOH

South Africa is among the fastest-growing programmatic DOOH regions. Programmatic advertising is usually reserved for online advertising platforms similar to Google and other social media networks. Under these circumstances, programmatic advertising involves purchasing and dynamically placing advertisements on websites and apps. However, it is important to note that programmatic advertising in DOOH is managed differently.

Traditional DOOH relies on direct sales with the media owners for prime spot bookings, with programmatic DOOH buyers set conditions and once met, ads are then placed automatically. Programmatic DOOH takes advantage of information such as the time of the day, weather, and dwell time to deliver content. It does however still involve the buying and selling of ads on digital billboards and signage.

How to Use Digital Out-of-Home (DOOH) for Your Digital Marketing Strategy

DOOH has made outdoor advertising more accessible for brands as you can book it based on the budget you have available, but education is crucial to ensuring the future of DOOH. Adclick Africa aims to educate clients to help them understand how it works and the benefit it brings to their campaign performance. DOOH has the potential to be used either as a stand-alone channel or seamlessly integrated into omnichannel media strategies.

Adclick Africa delivers impactful DOOH and programmatic campaigns that demonstrate real return for our clients. Call us to unlock your outdoor advertising potential using premium networks and a creative team to help develop and execute your digital performance marketing campaigns.

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