Digital out-of-home advertising (DOOH) combines hardware and software technologies for displaying dynamic ads in public spaces. Due to the novelty of DOOH ads, consumers are more likely to engage with them. In fact, 50% notice DOOH either “all the time” or “most of the time.” This is in stunning contrast to “digital ad blindness” most people have developed. Multi-trigger DOOH campaign are incredibly effective.

Outdoor advertising operator Octagon Outdoor ran a multi-trigger DOOH campaign on its inventory using advision’s digital content management software solution. Its feature was the dynamic change of content: the display of one or another advertising plot depended on a combination of three variables: time of day, air pollution index and atmospheric phenomena (the state of air purity indicators).

Cosmetic brand Vichy was one of the first Octagon Outdoor customers to appreciate the benefits of advertising using a set of triggers. The main objective of the multi-trigger DOOH campaign was to offer the audience a product that would be relevant at a certain time and in a certain air conditions. In the context of out of home, this task is solved by a trigger-conditioned media plan. This is a simple and effective way to ensure that a certain advertising message will be shown exactly when the audience is ready to perceive it.

Cosmetic brand Vichy decided to use a non-standard approach in communication to maximize the attention of the target audience through a multi-trigger DOOH campaign. Vichy’s marketing communication was aimed at raising awareness of two beauty products: Mineral 89 concentrate with probiotic fractions to restore and protect the skin of the face and Capital Soleil sun protection weightless fluid.

The campaign was fully automated. To do this, the advertiser provided a set of plots and instructions like “if it rains in the morning, show plot A; if the day is sunny and the temperature is above so many degrees – plot B. There are ten scenarios in total. The intros were put into the advision content management system, and when the campaign started, the relevant stories – in terms of time, atmospheric phenomena and air temperature – were shown already at the “program level”.

The placement took place in June 2021. Within a month, the brand was able to deliver a message to approximately two million people using digital panels.

OOH digital advertising campaign works with real-time data and is context sensitive to deliver brand messages more effectively. The Vichy brand advertising campaign is an example of what can be achieved and what can be expected in the near future in marketing communication outside the home.

Brands are intrigued with the new omnichannel customer targeting possibilities of DOOH. According to an Alfi study, 96% of senior advertising executives believe DOOH data can improve campaign creativity and allow brands to leverage even more granular targeting.

Overall, the DOOH market is merely entering the growth stage. Over the next two years, 95% of advertising executives expect the DOOH market to grow significantly and surpass $50-$55 billion by 2026.

Globally, 76% of marketers plan to increase DOOH advertising budgets in 2022. In the US, DOOH ad spending is projected to reach $367 million by the end of the year, up by 15% compared to 2021.

According to the Out of Home Advertising Association of America, people pay 45% more attention to out-of-home advertising now than pre-pandemic. And this means more eyes on the ad message.

But it’s digital OOH ads that truly capture consumers’ attention. Advertisers follow this lead. In 2022, Multi-trigger DOOH campaign spending in the US is set to reach $7.18 billion. The proportion of DOOH ad inventory transacted programmatically is expected to grow by 14.8% this year.

Digital out-of-home advertising (DOOH) is a rapidly growing industry that combines hardware and software technologies to display dynamic ads in public spaces. These ads are highly effective due to their ability to capture the attention of passersby and engage them in a way that traditional advertising cannot.

One of the main advantages of DOOH advertising is its novelty. As consumers are not yet accustomed to seeing dynamic ads in public spaces, they are more likely to notice and engage with them. In fact, studies have shown that 50% of people notice DOOH ads either “all the time” or “most of the time.” This is in stark contrast to the phenomenon of “digital ad blindness,” where consumers have developed a tendency to ignore traditional digital ads due to their overabundance.

DOOH campaigns also have the ability to trigger multiple senses and emotions in consumers, which is a powerful tool for creating lasting impressions. By using a combination of video, sound, and interactive elements, DOOH campaigns can captivate audiences and create an immersive experience that is both memorable and impactful.

Furthermore, DOOH advertising can be highly targeted and personalized. By leveraging real-time data and location-based technologies, advertisers can display ads that are relevant to specific audiences and contexts. This allows for a more efficient use of advertising budgets and a higher return on investment.

Multi-trigger DOOH campaigns take personalization to the next level by using sensors to trigger different ads based on audience behavior. For example, a DOOH ad in a mall may display different ads for men and women based on their proximity to the screen and the direction they are walking. This type of campaign has been shown to be incredibly effective, with some studies reporting up to a 400% increase in engagement rates compared to traditional static advertising.

In conclusion, DOOH advertising is a powerful tool for capturing the attention of consumers and creating lasting impressions. By leveraging hardware and software technologies, advertisers can create highly targeted and personalized campaigns that are both engaging and effective. Multi-trigger DOOH campaigns are a particularly innovative approach that can increase engagement rates even further. As the DOOH industry continues to grow and evolve, we can expect to see even more innovative and impactful campaigns in the future.