Digital out of Home (DOOH) advertising is becoming universal. Digital billboards and displays are quickly replacing traditional print advertising in every single place possible — from signage along interstates to airports, restaurants and shopping malls, even your neighbourhood bus shelters. And, the selling point is no surprise to everyone in the advertising game. Digital displays already taking over because it is very easy to change the content. Gone are the days of replacing an old billboard and fix a new one. So it’s no surprise that the companies that sell space on these digital displays are trying to up the other one in 2018 to deal advertisers for more revenue.
The 2018 year is the most significant trend and is all about getting bigger and better content out there. More quality displays, which offer lively, defined images are going to continue to direct the digital out of home space. And, as excellent quality displays continue to become more affordable, customers are likely to see more and more LED displays in thinner, larger dimensions pop up in new places.
The 2nd significant trend of 2018 is all about adding value to the advertiser. Digital out of Home companies is equipping LED displays with software and technologies that collect data about the target audience. Nowadays, agencies are becoming creative, using several technologies to overcome the downfalls of the different techniques and return more data points providing a perfect picture. For example, if a company owns a collection of digital displays in a shopping mall and a main metropolitan area, the digital displays can be set with various audience measurement software that tells the company which store is the most active and at what time of day in that mall. Businesses can also experience multiple customers at any given time, and by layering in technologies like Beacons and Wi-Fi, they can also employ camera-based recognition software. This software can be installed on digital displays to recognize the customers in front of it, obtain information like headcount, age, gender, and then change the content on the screen according to that audience member.
The information gathered from audiences also offers DOOH (Digital out of Home) companies a dominant tool to offer advertisers. Across the collection of audience info by a network of displays, DOOH businesses can allow advertisers to curate the viewers who see their content. As a substitute of hitting everyone who happens on the same screen with the content in a scattershot fashion, marketers can use the information dug from displays to make sure their content is only shown to viewers who will likely find the content attractive. The data collected from a digital display at the shopping malls may indicate that the display is ripe for advertisements for occasions.
The final trend in 2018 for Digital out of home advertising includes putting all of this data jointly. A cross-pollination of all of these brand new and stimulating technologies will be the target for many advertising firms, so they can offer potential advertisers a gritty level of detail on the viewers who will be seeing their content. Digital out of home (DOOH) firms will be looking to take a significant amount of data being gathered by today’s displays and building it in a way that makes sense and helps better understand consumer behaviour, so advertisers get the most benefit. And as more and more functionality is added to smartphones, that feature will also be combined with digital displays.
The Next Generation for DOOH
The next evolution of the DOOH industry in the world is the Automatic Transaction Platform (ATP). This programmatic advertising program will be directed via a software platform. It assists automate the management procedure of media buying by targeting specific audiences and the demographics. Today’s advertisers are challenging an ROI approach to marketing, and instead of buying a location and some impressions, they are gradually looking to buy spectators with compact psychographics demographics, and inclinations towards actionable notices.
The ROI calculation for a specific location would be created on a set of psychographic and demographic data, combined from the several media locations, via audience identification tools. These tools contain everything from geo-fencing and beacons that prompt interactions with mobile devices, to facial recognition, and even affinity to spend based on an average number of conversions. The real value to advertisers comes from the information the owners of the display can provide on the back end through audience analytics.