DOOH : Outdoor Digital Signage

DOOH Media4Display

What is DOOH ?

 

Digital Out Of Home (DOOH) is a form of digital outdoor advertising using screens to display dynamic and interactive content. This modern format is derived from traditional Out Of Home (OOH) advertising, which typically involves static posters and billboards. DOOH modernizes these formats by offering increased flexibility and attractiveness through real-time updates and engaging content.

 

The technologies used in DOOH include LED screens that offer high brightness and are visible even outdoors and LCD screens that provide high resolution, which is ideal for detailed displays. Sensors allow interaction with passersby and adjust the content accordingly, while touch screens and augmented reality encourage deeper engagement.

 

What are the benefits of DOOH?

DOOH screens capture attention

 

One of the main advantages of DOOH is its ability to attract attention effectively. By using bright screens, animated videos, and dynamic graphics, DOOH instantly catches the eyes of passersby. Bright colors, movement, and eye-catching visuals are designed to stand out in environments often saturated with visual information.

Real-time updates

 

DOOH enables the broadcasting of real-time content, providing excellent responsiveness and relevance. Advertisements and information can be updated instantly to reflect current events, ongoing promotions, or weather conditions. For example, a DOOH screen can display unique offers based on the time of day or real-time updates on transportation information.

Flexibility of digital signage

 

With digital signage, it is possible to quickly modify content in real-time and remotely. This flexibility allows for personalized messaging based on location—whether in a shopping mall, a train station, or a busy street—and also based on the type of place and time of day. For instance, an ad can target morning commuters with specific offers and then adapt to reach a different audience in the afternoon, maximizing the ad’s impact.

Eco-responsibility

 

DOOH can also contribute to more sustainable advertising practices. By reducing reliance on printed materials and enabling content updates without physical production, DOOH helps lower the ecological footprint of advertising campaigns. Additionally, modern display technologies often consume less energy, which can reduce the overall environmental impact.

The uses of DOOH screens

Product advertising

 

DOOH allows advertisers to effectively promote their products and services through high-resolution screens and captivating visual content. This format excels at capturing the attention of passersby and delivering impactful messages, making it a popular tool for increasing brand visibility and showcasing products in urban environments.

Brand awareness

 

Strategically used, DOOH enhances the brand image by broadcasting inspiring and coherent messages. DOOH branding campaigns help create a strong visual presence in key locations, contributing to consumer recall and affection for the brand. This approach helps establish a distinctive visual identity and position the brand as modern and attentive to customers' needs.

Real-time practical information

 

Practical information displayed on DOOH screens makes them particularly relevant to passersby, improving their daily experience. For example, in train stations or bus stops, DOOH screens display updated departure and arrival times, helping travelers plan their trips more effectively. Another increasingly popular use is in municipalities, where outdoor DOOH screens facilitate access to local information.

Wayfinding

 

Used in complex environments like shopping malls, airports, and large cities, DOOH screens provide valuable information on the location of nearby restaurants, stores, or tourist attractions. A typical example is screens installed near fast-food restaurants, displaying directions to the nearest location and information on current offers and promotions. This wayfinding feature makes DOOH screens particularly useful in malls, airports, and large urban areas.

Interaction and engagement

 

Screens, whether touch-enabled or not, allow passersby to interact with content, access additional information, participate in surveys, or even play interactive games. Interactive campaigns can include QR codes to scan, apps to download, or personalized content based on user interactions. This interactivity makes the advertising message more memorable.

Retailers, monetize your screen network with DOOH.

 

The DOOH module in our Media4Display digital signage software allows retailers to efficiently monetize their screen network by integrating a new form of targeted digital communication. Instead of actively seeking advertisers, retailers can simply list their screens on programmatic platforms. This allows them to allocate advertising spaces in their digital signage loops, facilitating automatic advertising revenue generation. This approach not only simplifies the management of advertising spaces but also optimizes the financial returns from their digital infrastructures.

The benefits of Media4Display for DOOH

Target the right consumers

Use our digital signage software to organize and broadcast your advertisers’ campaigns; give your advertisers the ability to target specific audiences.

Automate ad distribution

With DOOH, increase the number of broadcasting scenarios by automatically triggering content launches based on external factors (weather conditions, traffic, stock levels…).

Measure your audiences with Proof of Play

Media4Display natively integrates Proof of Play, allowing you to measure the number of impressions. The software can also be paired with audience analytics solutions, enabling content adaptation based on traffic and external factors like the weather.

Gain visibility

Help your clients gain visibility among targeted audiences: integrate advertisers’ content and broadcast it in a targeted manner based on the number of impressions over a set period.

DOOH powered by Media4Display