There are all sorts of ways you can go about attracting and retaining customers, and running a wide range of different marketing campaign strategies can prove very beneficial. If you’re wondering where to direct your efforts next, digital out of home (DOOH) advertising could well be the right path to take, as it’s proving very popular as a marketing medium right now.

Figures from the Out of Home Advertising Association of America show that, over in the US, expenditure on OOH advertising in the second quarter of this year was up 38 per cent on the same time in 2020, with DOOH leading the resurgence thanks to a jump of nearly 80 per cent, The Drum reports.

Further research from The Harris Poll shows that consumers are increasingly on the lookout for outdoor and shared experiences, rather than staring at their phones and tablets, so it might be time to move away from digital device ads and embrace DOOH instead.

The news source observed: “As marketers look for new ways to engage audiences suffering from digital burnout, the opportunity with programmatic DOOH offers an outdoor experience that can create impact in a way that is not just scalable, targeted and measurable, but quicker and easier than ever to implement.”

Programmatic DOOH allows you to set the parameters of what media you want to invest in so you can target specific audiences. Data and triggers can be layered on to target demographics and, when certain conditions are met, your media will be automatically purchased. 

What this means is that your ads will be displayed on digital boards when there is a high concentration of people in your demographic in the local area – so you don’t even have to think about it. It’s all done automatically, with the added benefit of attracting people outside your audience because of the out of home nature of your display boards.

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