Outdoor advertising reaching new height with the digital revolution !!!
Outdoor advertising has always been considered by advertisers to reach the masses effectively. However, with out-of -home (OOH) advertising exploring digital tools, it is now aiming at both wider reach as well as personalised approach. The OOH media is evolving into more data-driven, targeted, responsive and personalised adverting tool. According to the eighth annual survey done by Digital Place Based Advertising Association (DPBAA), over 61% respondents were positive for involving digital solutions in their expenditure for outdoor advertising.
Outdoor advertising and the digital tools:
Here are various ways in which the outdoor advertising is exploring digital solution to gain better reach and revenue:
- Digital Screens: One can easily spot digital screens at malls, airports and metro stations. The fact that number of digital screens is going up at public places maybe because of the liberal government regulations for putting up digital screens. Also, the cost incurred in putting up LED screens is quite low, which also makes them the first choice of advertisers. According to Nabendu Bhattacharya of Milestone Broadcom, the digitisation of outdoor advertising is the result of controlled environment mediums catered by modern airports at developed cities like Delhi, Bengaluru and Hyderabad. Metro rail stations too offer a conducive environment for digital advertising.
- Hyper targeting Consumers: Advertisers have an upper hand as technology lets them have better information on consumer behaviour with features like browsing history, purchase record, mobile carrier data etc. These databases help the advertisers to hypertarget consumers and extend the reach of products and services.
- Technological Advances: In times where majority of population is a part of smart phone generation and handle all their work on the go, outdoor advertising can easily attract their attention. Companies are making full use of increased mobile penetration and are working on new ways to reach the consumer in more interactive manner. Technologies like geo-tagging, face recognition, augmented realty etc currently being used at IGI airport depicts how advertising is amplified through digital ways.
- The E-commerce boom: There are online websites for almost every product and services these days. This too is believed to have instigated the digitisation of outdoor advertising. Brands like Craftsvilla.com believe that OOH act as ‘reminder media’, to reach consumers at prime locations where there can be maximum impact, makes digital outdoor advertising an indispensible promotional tool. In order to make its outdoor advertising campaign impactful, Craftsvilla.com, picked up sites that could fetch maximum reach in Tier 1 and Tier 2 cities in the year 2015.
Outdoor advertising has become a part of our lives unknowingly. We see hoardings, billboards, posters and banners and carry the brand image and name in our minds unintentionally. For advertisers, digital outdoor advertising approaches the target audience in an interactive and engaging manner. The future is bright and big for digital outdoor advertising as this medium is bringing innovative ways to reach the consumer in more personalized manner. The digitization of OOH advertising opens up new doors for brand to achieve more visibility and attention of the target consumers.