The global marketplace for digital-out-of-home advertising (DOOH) was set to continue growing throughout 2022, with advances in technology making advanced programming more flexible than ever before. The Drum reports that a global survey found that 76% of respondents were planning to increase their spend on DOOH this year.

The advantages of a DOOH advertising campaign over a traditional static billboard format are now helping brands and advertisers to tailor their marketing to a global audience, known as cross-border activation. Campaigns no longer need to be restricted to a local or national level, but can run internationally.

Programmatic software allows marketers to optimise the content to focus on the target audience at the right times of day, regardless of their actual geographical location. This ultimately allows advertisers to reach more diverse audiences, raise brand awareness, and generate more sales.

DOOH advertising needn’t be on such a large scale of course. It also has many advantages at a local or national level. Audiences for other methods of advertising are declining or fragmenting, as viewers lose patience with intrusive online ads, use adblockers, and often skip over TV advertising. 

DDOH is able to cut across these obstacles, reaching the right people, at the time when they are most ready to engage with the advertising. For example, DOOH signage can be placed in shopping malls, airports, ad so on, where people are either deliberately shopping, or have some spare time to pass, and are more receptive to advertising. 

DOOH is also more noticeable to vehicular traffic, street pedestrians, and people travelling on public transport. It can also be located where the target demographic has been identified to spend the most time.

If you would like information or guidance about selecting the right LED advertising screen for your business or organisation, please talk to us today.