But we never tire of writing about DOOH, which is becoming more popular every year and is pushing out “paper advertising.” Today, digital out-of-home advertising is associated not only with mass-market goods, but also with complex technological products. Its main advantage is broad audience reach and the ability to instantly convey the brand’s message. But if your product is, for example, video wall software, an innovative player for digital signage, or a complex fintech service, the approach to promotion must be special.

Challenges for promoting complex solutions

The standard combination of “bright picture + slogan” does not work for B2B products with a narrow audience. The decision to purchase such products takes a long time, and their value often requires detailed explanation. Trying to convey all the advantages of video wall software or a player for digital signage on a single screen is not an easy task.

New opportunities thanks to DOOH and pDOOH

Today, digital technologies allow DOOH and pDOOH to go beyond classic advertising. Programmatic DOOH makes it possible to set up campaigns so that they are as relevant as possible for the target audience. For example, digital signage in business centers or transport hubs can broadcast information about video wall software exactly when it is most relevant.

Video wall software allows you to change content in real time, test different formats, and adapt messages for specific segments. A player for digital signage provides interactivity and analytics, which makes it possible to quickly adjust strategy.

Why DOOH is the optimal choice for complex products

– Precise targeting with pDOOH: Programmatic DOOH allows you to show ads in specific places and at the right time, for example, during industry events in conference halls or airports.

– Content flexibility: Video wall software allows you to quickly change messages, which is especially important for complex solutions with different advantages for different audiences.

– Integration with digital channels: DOOH easily combines with online campaigns, for example, through QR codes on digital signage that lead to pages with detailed information about the product.

– Increasing trust and recognition: Presence on modern digital media emphasizes the innovativeness and reliability of your product.

Practical tips for an effective campaign

– Choose locations where your target audience is: business centers, conferences, transport hubs.

– Use video wall software to personalize content.

– Implement interactive elements: dynamic video, QR codes, integration with mobile apps.

– Analyze data from digital signage players to quickly optimize campaigns.

DOOH and pDOOH open new opportunities for promoting complex and niche products, allowing you to effectively communicate the value of innovative solutions to a narrow audience. Using modern video wall software and digital signage helps increase brand awareness and build trust even in the B2B segment.

Key promotion strategies in digital out of home (DOOH) for niche products

Using digital out of home (DOOH) and video advertising opens new horizons for promoting complex and highly specialized solutions. Simply installing LED billboards or a digital signage player is not enough—it’s important to develop a competent communication strategy that takes into account the specifics of the target audience, placement context, and the capabilities of DOOH software.

Strategy 1: one LED billboard — one idea. Focus on a pain point or question

In the world of digital advertising on LED billboards and video screens, the main rule is: don’t try to fit the entire essence of your product into one message. Your goal is not to sell immediately, but to interest a narrow segment and motivate them to go into the digital space for a more detailed introduction. Use a question or thesis that only those who are really “in the know” will understand.

> For example, instead of a complex technical description of DOOH software, formulate the message like this:  

> “Are your reports mixing up data again? Find out how to solve this with our video advertising solution for digital signage.”

This approach helps filter out non-target audiences and focus attention on those who are truly interested in your offer.

Strategy 2: seamless Phygital-connection — a bridge between physical and digital

A modern DOOH campaign should be a bridge to the digital environment. A digital signage player and DOOH software allow you to integrate interactive elements: QR codes, NFC tags, short URLs. It’s important that these tools lead not to the main page, but to a specially prepared mobile landing page.

Such a landing page should have:

– A short demo video that reveals the essence of the product.

– An offer to download a checklist or guide in exchange for an email.

– A form to sign up for a consultation or demonstration.

– A description of a relevant DOOH software use case.

This allows you to continue the dialogue with the audience without unnecessary clicks, increasing conversion and engagement.

Strategy 3: context is the decisive factor. Play with the environment

The location of an LED billboard or digital signage is not just a point on the map, but a part of your message. Video advertising on Digital Out Of Home (DOOH) becomes most effective when you take into account the context and surroundings.

– For logistics: advertising logistics software on LED billboards near transport highways can include dynamic messages:

“Traffic jam level 7? Our clients have already changed their route. Have you?”

– For cybersecurity: video advertising for a cybersecurity service on media facades near financial institutions or IT clusters:

“Is your business protected? We guard those who work in this building.”

– For the premium segment: a digital signage player in golf clubs, yacht clubs, or business terminals of airports is the perfect place to advertise elite real estate or private banking.

Using DOOH software allows you to adapt content to a specific context, change messages in real time, and increase relevance for each audience.

Strategy 4: creativity that intrigues, not explains

The visual style for complex products in the field of DOOH advertising should be clean, metaphorical, and minimalist. You should not use banal interface screenshots or standard images of happy people in an office. Instead, advertising screens can display conceptual images that create a strong “mental anchor” in the audience’s mind and are associated with solving a specific problem.

For example, for a cloud storage service, it is appropriate to show a massive bank vault floating easily among the clouds. For an analytical tool—a tangled maze from which a single straight bright line emerges. Such creativity on DOOH networks does not explain, but intrigues, prompting the viewer to think and become interested in the solution.

The power of metaphor in DOOH display solutions

DOOH display solutions allow you to use powerful metaphorical images that remain in memory for a long time. Thanks to software for LED screens, you can quickly change creatives, test different approaches, and adapt visual messages for different audience segments.

The use of metaphors helps your product stand out from the informational noise, especially when it comes to complex technological solutions. For example, a centralized video management system can be presented as a control panel for a modern city—this emphasizes the scale and control that your product provides.

Personalization of creative for different audiences

DOOH networks make it possible to create personalized campaigns, where each segment receives its own unique message. Software for LED screens provides flexibility in content management, allowing you to broadcast different creatives depending on the time of day, location, or even the weather.

For example, for business centers, you can use minimalist visuals that appeal to analytics and efficiency, while for entertainment zones—dynamic and bright visual solutions that emphasize the innovativeness of DOOH display solutions.

Interactivity and engagement through DOOH advertising

Modern DOOH advertising is not just static images, but also interactive elements that engage the audience in interaction. A centralized video management system allows you to integrate QR codes, short surveys, or dynamic elements into the creative, which respond to viewers’ actions.

Such solutions increase engagement and make it possible to receive real-time feedback, as well as collect analytics for further optimization of campaigns on advertising screens.

Conclusions about the role of creative in DOOH networks

High-quality creative in DOOH advertising is not just a beautiful picture, but a tool for forming an emotional connection with the audience. Use LED screen software and a centralized video management system to create unique, intriguing, and personalized visual solutions that remain in memory for a long time and enhance the effectiveness of your campaigns in DOOH networks.

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.

Contact us and we will help you implement the most modern technologies to solve your problems!