9. What is DOOH?

These days, while the paper versions of OOH are still everywhere, so are the electronic screens of all sizes that represent the rise of digital-out-of-home (DOOH) ads.

Every advertiser and consumer is familiar with the billboard, the bus-stop kiosk ads, and the indoor and outdoor posters that line the walls of malls, subways, and other public spaces. All of these examples constitute out-of-home advertising (OOH). Long lauded for its prominent and always present nature, OOH is different from television, the Internet, and radio. It’s inherently fraud-free, and it is virtually impossible to skip or block. These days, while the paper versions of OOH are still everywhere, so are the electronic screens of all sizes that represent the rise of digital-out-of-home (DOOH) ads.

The evolution of DOOH has tracked closely with the capabilities that location-powered advertising and data-driven contextual ads have developed around every digital screen. Programmatic advertising allows the DOOH channel to align with details of time and place — and more, such as weather. This factor empowers DOOH to reach audiences that data shows are close to the mark when it comes to what they would prefer to see. It means the creative displayed will resonate with what consented data highlights about their intentions and circumstances. 

In some cases, the advantages of DOOH approach a one-to-one proposition. A mobile device, for example, telling a bus-stop digital screen that this consumer would love an offer related to the coffee shop next door. An in-cab screen could identify that the rider would be a prime candidate for a prompt about weekend family dining. Why? Because their consented digital data shows that they fit an audience category of soccer parents. 

The growth of DOOH in the advertising space is strong, according to Brad Adgate, reporting on the channel in Forbes. In the United States alone, compound annual growth for DOOH is projected to be 4.5% this year. The video side of the format is anticipated to grow slightly even further: the projection for compound yearly growth for DOOH video is 4.8% for 2019.

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