How Can Digital OOH Advertising Benefit a Retailer?

With the amazing advancements in technology, businesses are now taking advantage of digital methods of advertising. This has lead to an increase in digital out-of-home (OOH) advertising. A 2007- 2008 Digital Out-of-Home Media Awareness and Attitude Study revealed that "63% of people surveyed reported that place-based digital advertising catches their attention more than any other media, including advertising on television, the web and other forms of tradition media such as newspapers, magazines, and radio."

Digital OOH advertising can benefit a retailer in the following ways:

- OTX (Online Testing exchange) conducted a national survey with consumers where people reported that this media was one of the most unique and entertaining ways to capture their attention. Capturing consumers' attention is essential for increasing sales.

- Digital OOH advertising offers advertisers flexibility and target-ability in order to reach consumers.

- Businesses can target consumers outside of their homes.

- Advertisers can deliver appropriate messages based on where the advertising screen is located. They have the ability to advertise in places where people travel throughout the day. This can include supermarkets, clothing stores, malls, coffee shops, fitness centers...etc.

- There is no better place for a consumer to receive a message than when they are in a store. POPAI research has shown "that as many as 70% of buying decisions are made in a store" Digital OOH is effective when targeting consumers who are just browsing in a store.

- Average recall rates for digital and video out-of-home advertising networks has been reported as "about 40 percent. Traditional media recall rates are lower: television (32%), radio (27%) and magazines (21%)" * Source: Advertising Made Easy and Effective, By Lyle Bunn March 2009,USA Today

- There are improved and reliable audience metrics and accountability

- In large department stores or shopping malls, digital OOH helps retailers to create highly targeted messages to consumers based on screen locations within the departments. They also have the ability to place screens in high traffic locations, in specific demographic profiled areas, and near the area where the actual product is being sold. They can also place screens in store front windows and run the ads 24/7.

- Advertisers can target almost any demographic or socio-demographic group.

- When done correctly, consumers will be provided with useful information and content that fits their lifestyle and needs.
Because of the consumer is outside, they are closer to where the products are located. This can result in a quicker decision to make a purchase. No other media offers the ability to target consumers when they are so close to the point of sale.

- Advertisers can continue a relationship with consumers by regularly updating their ads.
Because this method of advertising is relatively new, it is very cost effective.

- By targeting a specific audience, businesses will reach only the consumers who are likely to buy their product. A well thought out, creative, and well-planned campaign will eliminate advertising waste and save businesses a lot of money.

- Consumers approve of digital OOH advertising. Research conducted by Edison Media Research showed that "reaching mobile consumers in multiple places during their weekly routines resulted in 59% of respondents who saw the ad reporting that they were interested in learning more about the service."

In order to maintain a successful business, advertisers have to keep up with changing technology and lifestyles. Digital OOH has been steadily convincing businesses to recognize the benefits of this form of advertising. Marketers are now seeing a boost in product sales, more engaged customers, and an increase in advertising campaigns. Digital out-of-home advertising is the future of efficient, creative, and cost-effective marketing campaigns.