DOOH is a medium that agencies trust

Automated new technologies like Vehicle Recognition Technology and its play-out reports have boosted trust amongst media agencies in digital out of home as a reliable, transparent and powerful advertising channel.
According to an industry study published by premium out of home owner Ocean Outdoor, digital out of home (DOOH, 88 %) continues to outstrip mobile (70 %) and video on demand (VOD, 64 %) as the channel with the greatest growth potential.
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Ocean conducted its second annual survey of senior managers in media agencies and specialists to assess the role of DOOH in the current media landscape and identify the impact of new research, data and trading initiatives.
Key findings from the study reveal:
  • DOOH maintains its lead as the media channel with the biggest growth potential, scoring 88 per cent compared to mobile (70 per cent) and video on demand (64 per cent) and every other media channel.
  • DOOH is perceived as a being more tech savvy (83 per cent) and a better creative channel (83 per cent) compared to mobile (which scores 42 per cent for creativity) and online (which scores 47 per cent for creativity)
  • Digital out of home also scores higher than any other media channel for offering dynamic (94 per cent, up from 83 per cent year on year), exciting (70 per cent, up from 69 per cent year on year) and modern (87 per cent, up from 82 per cent year on year) advertising environments.
Cost and flexibility continue to be issues respondents highlighted as issues to be addressed. Ocean Outdoor marketing director Richard Malton said: "Digital Out of home's evolution as a sector which is driven by data and real time creative opportunities allowing brands to trade by audiences, dayparts and hyperlocal environments. Over the past 12 months, we've made significant advances with bespoke interfaces, new ecosystems and delivery platforms which are designed to unlock the inherent capabilities DOOH as a central component to any media plan."
As for the Ukrainian Digital OOH, the main mean of communication video still remains, specially adapted for outdoor and indoor media, as well as the format of "electronic poster": same visuals as for non-digital outdoor advertising, but with the animation of key elements.
However, about the possibilities of digital media to run the ad as close as possible to the context of the urban environment is well known in Ukraine, there were examples of such campaigns. One of them was a project that we did together with the Agency "Videotime" for the autumn season of the TV show "Polovynky" on the Novy Channel in May of the last year. It was important the hero saw the images of famous people, about whom he was told by a coach, that appeared on a large city screen. Outdoor Video-on-Demand involved in the moment when it was needed.
Digital LED Screen on Victory Square in Kyiv for PoLOVEinky Project by Novy Channel
The same potential has Indore digital media, combined into a single network — Digital Place Based Network (DPbN). Their advantage is indoor location that allows advertisers to plan advertising communication so that their message will accompany visitors of the locations throughout the route. Sometimes it is necessary to apply technological solutions like RFID, NFC or beacon technology.
#LokingForYou Campaign by Exterion Media UK for Battersea Dog Center