Targeting optionsWhile many people think of out of home as a mass play, digital out of home has always offered a variety of targeting options from broad to highly defined population segments. Those options get better and more granular all the time. Some of the options available include:
When to use DOOHIn order to best make use of DOOH, it's important to think about it in the context of overall marketing objectives and tactics in use. In my view, DOOH should be thought of as part of an overall marketing solution -- a supporting part.
I've put together six use cases that illustrate a broad range of situations in which DOOH can play an important role. Consider the following:
Naturally, the opportunities and situations in which DOOH can help support your efforts are quite broad. The important thing is to consider DOOH as you consider all of your other media options, because it may well provide an edge.
Media costs cover a broad range, with many broad vehicles offering CPMs similar to good online media, and more highly targeted tools charging significantly more for their precision.
Creative considerationsDigital out of home units tend to be rather "forefront." They have the motion characteristics that demand consumer attention, and often appear in "captive venues" where there are few other distractions. Indeed, that is part of their power. I am sure some will take issue with this article for not vilifying certain DOOH vehicles as "over the line." I'll leave it to you to decide what's OK and what isn't.
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Thanks, Jim. I'm speaking on a panel at CET World today. This will make me look like I know what I'm talking about.Adam
Absolutely DOOH spending has increased a great ton not only in US but developing nations as well. Not to mention washrooms too are having these digital gadgets installed. Recent survey by a market research company exactly showed the figures for developing nations which in contrast to your findings was very similar.
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