Advertisers are no longer interested in long-term investments in large banners that quickly become invisible to potential buyers. A more modern format is taking their place — DOOH.

Digital Out of Home is digital outdoor advertising that involves placing commercials, creatives, and splash screens on digital media: billboards, supersites, and screens in crowded places such as shopping malls, transportation hubs, airports, or subways. This allows for large reach, attracting new customers, and increasing brand awareness.

Unlike classic banners, digital signs allow interaction with the target audience and targeting by gender, age, geolocation, or display time. Many digital media have cameras installed for traffic counting.

The main advantage is the combination of online and offline promotion. Placing ads on digital platforms is cheaper than classic banners due to flexible use of advertising time. You can also set up targeting, choose relevant locations, pay per impression or interaction, and campaign effectiveness is tracked using special tools.

For automation and effective management, pDOOH is used — this is programmatic advertising that allows you to launch campaigns on digital media through special platforms.

DOOH programmatic enables advertisers to set up campaigns using modern algorithms, which increases the accuracy and effectiveness of ad placement by 50%. This is the most suitable advertising format for online stores, as you can track campaign results online.

For managing content on screens, video wall software is used, and for simple solutions — a digital signage player.

Here is an adapted text in Ukrainian with Google (instead of Yandex) and even use of all keywords:

A huge number of placement sites. Digital media are present in almost all places with large crowds: in food establishments, public transport, shopping centers, cinemas, hospitals, entertainment complexes — this list can go on almost endlessly. LED billboards are especially effective for such purposes.

Retargeting capability. You can continue online interaction with those who reacted to Digital Out Of Home advertising. Modern recognition technologies make this possible.

You choose the scale of promotion yourself. Depending on the budget, goals, and objectives, you can start with one billboard and then expand coverage to hundreds of sites.

Such advertising promotion works mainly in large cities and regional centers. Attracting customers from remote areas in this way is quite difficult due to the low availability of DOOH media.

Two types of Digital outdoor advertising

There are two main approaches to DOOH-promotion — Outdoor and Indoor.

Outdoor advertising involves placement outdoors. These are digital billboards in open air in crowded city areas, near major transport interchanges, on building walls, and so on. This format is aimed at interaction with pedestrian and vehicle traffic. LED billboards are seen by a large number of people, but the conversion rate is usually lower.

Indoor advertising is intended for display inside buildings: in shopping malls, cafes, restaurants, bus stations, and so on.

Experts advise combining Indoor and Outdoor promotion for maximum video advertising effectiveness. However, everything depends on the specifics of the business. In any case, Digital Out Of Home advertising is aimed at reaching a large target audience, which helps increase brand awareness.

Indoor locations are better used for working with narrow segments of the target audience. Here, you can promote a specific product, item, or service.

How and where to launch DOOH promotion

It is quite simple: you need to contact a specialized agency that deals with digital outdoor advertising. Today, there are several key players in this market, among which Google is the leader. Campaigns can be launched through Google Marketing Platform or Display & Video 360, where DOOH software is available.

Google cooperates with such providers as Vistar Media, JCDecaux, Ströer, and others, which allows access to a large number of digital locations in different countries. You can choose both Indoor and Outdoor placements, and the budget and campaign settings are set in a convenient interface.

Google uses modern analytics tools that allow you to evaluate the audience and the effectiveness of advertising campaigns. For example, a digital signage player can collect data on the number of views, and DOOH software can automate the purchase and optimization of impressions in real time.

Thus, Digital Out Of Home advertising from Google is a modern tool for large-scale reach and effective video advertising on LED billboards and digital screens in public places.

DOOH advertising: a modern approach to promotion

DOOH advertising (Digital Out Of Home) opens up new horizons for businesses to attract audiences in public spaces. The distinguishing feature of this format is the ability to broadcast bright video clips, dynamic announcements, and interactive content in real time. Thanks to this, brands can not only inform, but also emotionally influence potential clients, creating a modern image and increasing recognition. Such advertising becomes especially effective in large cities, where thousands of people see these messages every day.

The role of screens for advertising in urban space

Screens for advertising have become an integral part of the urban landscape. They are installed in shopping centers, at stations, in business centers, as well as on building facades and along busy highways. Thanks to this, advertising campaigns reach a wide audience, regardless of its age or interests. Screens for advertising allow broadcasting both general messages and targeted content, adapted to a specific time of day or events. This makes advertising campaigns more personalized and effective.

DOOH Display Solutions: innovations for business

The use of DOOH Display Solutions enables companies to quickly respond to market changes and consumer preferences. Such solutions allow launching various content formats — from video clips to interactive surveys or announcements. It is also important that Display Solutions support integration with other digital channels, which ensures a unified approach to marketing campaigns. This significantly increases brand recognition and allows you to stand out among competitors.

Software for LED screens

Modern software for LED screens is a key element of effective work with digital advertising. It allows centralized management of content on different screens, scheduling of displays, tracking view statistics, and quickly responding to changes in campaign strategy. Thanks to this, advertisers can quickly change messages, test different creatives, and ensure the highest broadcast quality. Software for LED screens also enables analytics integration, which helps to assess the effectiveness of each advertising video.

DOOH networks: the power of reach

DOOH networks are a complex infrastructure that unites hundreds, and sometimes thousands, of screens for advertising in different cities and regions. This approach allows brands to conduct large-scale advertising campaigns, covering various target audiences. DOOH networks are especially valuable for national and international companies, as they provide a unified quality standard, synchronization of displays, and fast content updates on all sites. This makes it possible to create powerful image campaigns and maintain constant contact with potential clients.

Centralized video management system

For effective coordination of a large number of screens, a centralized video management system is used. It allows you to schedule displays, update content, control the technical condition of equipment, and receive detailed analytics on the effectiveness of each advertising campaign from a single interface. The centralized video management system significantly simplifies the work of marketers, minimizes the risks of technical failures, and allows for prompt responses to changes in promotion strategy. This is especially important for large DOOH networks, where it is necessary to ensure stable operation of hundreds of screens simultaneously.

Prospects for the development of digital outdoor advertising

DOOH advertising continues to develop rapidly, introducing new technologies and innovative approaches. In the future, even greater integration with mobile devices, content personalization, and the use of artificial intelligence for audience analysis are expected. Investments in software for LED screens and the development of DOOH Display Solutions will allow businesses to be more flexible, quickly adapt to market changes, and always stay one step ahead of competitors. Advertising screens and developed DOOH networks are becoming an important tool for increasing brand awareness, attracting new clients, and creating a modern company image.

Advision — Content Management System for remote management and media planning of video and audio content broadcast. We help offline businesses and advertising companies automate workflows and implement reliable Digital Signage infrastructure using our own software and hardware solutions.

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