The Digital Out-of-Home (DOOH) advertising market is rapidly developing and is already becoming one of the most promising areas. It is expected that the near future will bring significant growth in advertising budgets in this sphere. Due to what? – we will tell you in our article.

Growth of the DOOH market. Forecasts for the near future

In recent years, DOOH advertising has undergone significant technological changes (for the better) and has become an integral part of urban territory. Studies predict that during the period from 2024 to 2025, this segment will continue its active development and offer new opportunities for advertisers. One of the key factors in the growth of the market is the implementation of video wall software, which allows for the creation of more interactive and personalized advertising campaigns on digital billboards. In addition, the use of Android set-top boxes for managing digital billboards allows for quick content updates and increased efficiency of advertising campaigns.

Development and implementation of players for digital billboards also play a crucial role in the development of the DOOH market. These players allow for optimizing video content playback on different types of screens, ensuring high image and sound quality. Thanks to this, advertisers can create more attractive and effective advertising campaigns that better resonate with the audience. In addition, the use of pDOOH (programmatic DOOH) allows for optimizing the process of purchasing advertising space and increasing campaign efficiency due to more accurate targeting and analytics.

And what about abroad?

According to a report by JCDecaux (the largest outdoor advertising operator in Europe), demand for DOOH advertising space increased by 9% in Europe and by 9.7% in North America compared to the previous year. Jonathan Miller, Head of Marketing at Airbnb, noted that they actively use DOOH advertising to promote their services:

“pDOOH advertising allows us to reach a larger number of people in more diverse locations and stimulates the creation of more convincing and engaging advertising campaigns.” Jonathan Miller

At the same time, the rapid development of DOOH format customization capabilities abroad began much earlier. For example, as early as 2019, Coca-Cola used weather and location data to display targeted advertising on street screens. If the air temperature was high enough, a video of chilled Coca-Cola was shown on the screens to enhance the effect of freshness and thirst in consumers. Such innovations are supported by the use of Android set-top boxes for managing digital billboards, which allows for quick content updates and increased efficiency of advertising campaigns.

Software for digital billboards and video wall players play a key role in the development of the DOOH market, providing the opportunity to create personalized and interactive advertising campaigns. Thanks to this, advertisers can more accurately target their audience and increase the return on investment in advertising on digital billboards.

In the future, even greater development of the DOOH market is expected, especially in the use of consumer behavior data and integration with other advertising channels. This will allow for the creation of even more effective and personalized advertising campaigns that will better resonate with the audience and increase the efficiency of advertising investments.

Technological innovations and trends in DOOH advertising for 2024-2025

Development of technical capabilities of digital panels

The development of technical capabilities of digital panels and the use of high-quality displays, integration with sensors and analytical systems allow for creating more interactive and targeted advertising campaigns. For example, some smart advertising signs can already adapt to weather conditions in real-time and increase image contrast up to backlighting the surrounding space. This is especially relevant for LED billboards, which can provide high brightness and clarity of the image even during the day. The use of software for LED screens allows for optimizing video content playback and increasing the efficiency of advertising campaigns.

Programmatic advertising. Expansion of targeting capabilities in DOOH advertising

The main complexity for advertisers has always been controlling the quality of impressions and counting targeted views in outdoor advertising. Unlike internet advertising, where each view can be tracked and conversion calculated, DOOH advertising did not provide the opportunity to accurately measure campaign effectiveness.

This problem is solved by the gradual implementation of programmatic platforms and technologies that will help advertisers more accurately set up their campaigns, select specific target audiences, and instantly change content in real-time. The use of software for DOOH allows for optimizing the process of purchasing advertising space and increasing campaign efficiency due to more accurate targeting and analytics.

Also, Wi-Fi modules embedded in the design of modern smart screens are capable of collecting data about the audience. Analysis of the received information helps marketers determine which elements of the advertising campaign work best and which need optimization. How data collection occurs in DOOH. It is forecasted that in the coming years, the use of data and analytics in DOOH advertising will only grow.

The audience attracted by advertising displays tied to each unique creative or advertising campaign in DOOH is automatically stored in the advertising cabinet. This segment can be used for personalized communication with users on the internet: for example, through a branded mini-application in social networks or a chatbot.

For instance, when passing by an advertising screen on the road, the driver may receive a message with an offer to stop at the nearest café or store. This is possible thanks to the use of video advertising on digital billboards, which allows for creating a more interactive and engaging experience for consumers. The use of a digital billboard player allows for optimizing video content playback and increasing the efficiency of advertising campaigns.

In the future, even greater development of the DOOH market is expected, especially in the use of consumer behavior data and integration with other advertising channels. This will allow for creating even more effective and personalized advertising campaigns that will better resonate with the audience and increase the efficiency of advertising investments.

Technological innovations and trends in DOOH advertising for 2024-2025 continue to develop dynamically. One of the key areas of development is the use of AI and programmatic advertising, which allow for creating more personalized and effective advertising campaigns. Thanks to these technologies, advertisers can set up their campaigns in real-time, select specific target audiences, and instantly change content depending on weather conditions, time of day, or location. This allows for increasing the efficiency of advertising campaigns and better resonating with the audience.

Interactivity and innovations

Advertising screens are becoming increasingly interactive due to integration with Augmented Reality (AR) and mobile technologies. For example, advertisers can use AR to create interactive advertising signs that allow consumers to interact with products in a virtual environment. This not only increases the level of audience engagement but also makes advertising more personalized and effective. The use of a centralized video management system allows for optimizing video content playback and increasing the efficiency of advertising campaigns on digital billboards. Additionally, such a system allows for quickly updating content and adapting it to changes in the market or consumer behavior.

Expansion of DOOH networks

DOOH networks continue to expand, appearing in new locations such as office buildings, clinics, and shopping centers. This allows for reaching a larger number of people in different contexts and increasing the effectiveness of advertising campaigns. In addition, the use of DOOH Display Solutions, such as LED billboards, allows for ensuring high image quality and increasing the effectiveness of advertising campaigns. DOOH networks are becoming increasingly important for advertisers, as they enable covering a large audience and increasing brand recognition. Thanks to this, advertisers can more accurately target their audience and increase the return on investment in advertising.

Prospects and sustainability

In the future, even greater development of the DOOH market is expected, especially in the use of consumer behavior data and integration with other advertising channels. This will allow for creating even more effective and personalized advertising campaigns that will better resonate with the audience and increase the efficiency of advertising investments.

Thanks to this, advertisers can more accurately target their audience and increase the return on investment in advertising on advertising screens. In addition, the growth of sustainability in advertising will become one of the key areas of development for the DOOH market. Brands are increasingly paying attention to the use of environmentally friendly materials and energy-efficient solutions for their advertising campaigns. This not only reduces the impact on the environment but also increases consumer trust in the brand.

In conclusion, the development of the DOOH advertising market continues to gain momentum, offering advertisers new opportunities for creating effective and personalized campaigns. Thanks to integration with the latest technologies and the growth of the network of digital screens, advertisers can reach a larger number of people in different contexts and increase the recognition of their brands.

In the future, even greater development of this direction is expected, especially in the use of consumer behavior data and integration with other advertising channels. This will allow for creating even more effective and personalized advertising campaigns that will better resonate with the audience and increase the efficiency of advertising investments.

Thus, the future of the market looks promising and promises to bring new opportunities for advertisers and consumers. Thanks to this, the market will continue to develop and adapt to changes in consumer behavior and technological innovations. As a result, advertisers will be able to better target their audience and increase the return on investment in advertising, making their brand more recognizable and successful on the market.

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