Digital-Out-of-Home (DOOH) has grown dramatically, but there are still few people who know its history and its meaning.
How has DOOH influenced people? What is the main role of DOOH for Smart Cities? How does this type of communication work? How can you develop your business through DOOH communication?
In this article, we will answer these questions and present some examples of success in the installation and implementation of this type of communication.
We will cover the following topics:
- OOH: A Success Story
- What is DOOH?
- The main benefits of DOOH communication?
- What is the main role of DOOH for Smart Cities?
- Business Opportunity: Programmatic Advertising – DOOH
- Examples and Case Studies DOOH
- Develop your business with DOOH
Traditional advertising is no longer able to keep up with people’s daily lives and therefore, new concepts and technological innovations have emerged.
The DOOH communication is on the rise, but this is no longer a novelty right?
1. OOH: A Success Story
The stories have been around since the dawn of civilization and they help us to memorize information. There are some ingredients to tell a perfect story and brands have been studying this very well.
Image: Regal Pale beer billboard, c. 1950s. Take it easy, take it light. Wilshire Blvd., Los Angeles, CA
Out-of-Home communication (also known as OOH advertising or outdoor advertising) has always had a unique presence in the everyday lives of consumers.
To better understand what OOH means: Out-of-Home communication refers to any type of message that strikes a consumer while he is away from home.
Usually, the most direct association of marketing or outdoor advertising refers to the billboards.
However, OOH communication is much more than that, being possible to be installed in airports, elevators, commercial establishments, public services, etc.
2. What is DOOH?
Physical presence is the strong point of this communication, which has always managed to create a totally immersive experience for the public.
In an increasingly urbanized world, where much information circulates quickly, capturing people’s attention has become an arduous task.
With the introduction of new technologies, the use of digital billboards in different places, has become even more interesting. And so came the DOOH communication.
Digital-Out-Of-Home (DOOH), is a digital communication media that can measure consumer behaviors very efficiently, among other very interesting features that we will continue to address in this article.
By 2019, the DOOH communication should account for 40% of total OOH advertising spending, representing an overall advertising spend of $ 16 billion.
As consumer expectations migrate to omnichannel experiences, it is important for brands to adopt communication strategies that connect consumers to brands while they’re online or offline.
By integrating DOOH into online and mobile marketing and communication plans, marketers can create a comprehensive strategy that communicates with users while at home, in transit, or elsewhere.
DOOH can’t only provide companies and brands with competitive advantages, but can also generate significant opportunities in different business sectors.
3. The main benefits of DOOH communication
Digital Signage provides several advantages for any type of business.
With many years of market experience, PARTTEAM & OEMKIOSKS knows that DOOH communication offers many benefits to citizens, to services, businesses and markets.
Check out some of the benefits below:
- “Stopping Power” – Great potential for attracting public attention;
- Contents displayed in high quality;
- Promotion of ads in different formats;
- More positive experiences;
- Integration with mobile devices, internet, social networks and other technologies on the market;
- Public reach, with campaigns and ads targeting specific niche markets;
- Provides action;
- Allows you to make updates remotely;
- Among other benefits adapted to different media.
4. What is DOOH main role for intelligent cities?
According to the Gartner study “Smart Cities Will Include 10 Billion Things by 2020 – Start Now to Plan, Engage and Position Offerings” the Smart Cities will use 2.6 billion connected devices in 2017, which will reach 9.7 billion in 2020.
Although technology evolves at a speed that exceeds expectations, cities can’t keep up with this rapidly transformation.
Much of the impediments are due to high bureaucracy. The inefficiency of resource management in urban areas causes obvious inequalities and concern for the future of urban ecosystems, which continue to grow.
With continued urbanization, municipal administrations and governments tend to lose control and meet all citizens needs, especially in terms of transportation, energy efficiency, sustainability, the environment and technology.
Faced with these challenges, the implementation and intensive use of Information and Communication Technologies (TIC).
PARTTEAM & OEMKIOSKS technology platforms have ensured a wide range of changes to the Smart Cities.
In view of the upward trend in tourism, market challenges are increasingly demanding tourism organizations, particularly in the delivery of information.
In the streets ofPortugal, United Kingdom,Switzerland, you can find the NOMYU, a digital billboard developed by PARTTEAM & OEMKIOSKS that presents different functionalities like:
- Free public access to high-speed Wi-Fi with modern technology;
- Wayfinding with access to maps and routes;
- Take selfies;
- Consult points of interest, news and more.
5. Business opportunity: Advertising Programmatic DOOH
Programmatic advertising has become the new standard and represents part of the digital display advertising that is bought and sold in different markets, such as the UK and the US.
The biggest advantages of DOOH program advertising are:
- Customized campaigns according to navigation profile, age, gender, purchase intention, location, etc .;
- Facilitates workflow;
- Advertisers decide how much they want to pay for impressions;
- Avoid dispersion of ads in places of disinterest and random sites;
- Analysis of real and specific data.
PARTTEAM & OEMKIOSKS multimedia kiosks and digital billboards can integrate the Real Catcher,an application based on innovative techniques of image analysis and facial recognition biometrics.
The features are:
- Facial recognition;
- Update of content in real time;
- Advertising Targeting;
- Analysis of consumer facial expressions;
- Security for access control through biometric technology.
6. Examples and Case studies DOOH
Phygital is a recent term that understands that the real world is getting closer and closer to the digital world. As the population increases, cities need to resort to more efficient, digital and technological systems.
Digital billboard for Shopping Centers
Investing in technology to improve consumer experiences has been a strategy increasingly used by retailers, who in recent years have been adopting new technologies to attract consumers to shops and commercial spaces.
The NOSSO SHOPPING,is a shopping center located in Portugal, in the city of Vila Real. To modernize this space, PARTTEAM & OEMKIOSKS has developed digital billboards with 49 “displays, with the aim of presenting publicity and useful information to users.
Through these interactive kiosks, consumers can also view an interactive map – – WayFinding, which indicates the location of the stores.
This solution facilitates access to information, provides a much more positive experience, and enhances mall visitor satisfaction.
Apart from this project, PARTTEAM & OEMKIOSKS was also responsible for the development and production of digital billboards for Fórum Barreiro.
Located in different places of the commercial center, the digital mupis allow to present ads and useful information of the Forum Barreiro, to the people who visit the shopping center.
Digital kiosks improve experience in music festival NOS ALIVE 2018
NOS ALIVE,one of the biggest music festivals in Portugal, relied on PARTTEAM & OEMKIOSKS technological solutions to combine technology, music, interactivity and a lot of fun!
With interactive software and endowed with different functionalities, the digital billboards improve the experience of the visitors of the music festival by providing:
- Fast Wi-Fi;
- Hybrid content;
- Interactivity and connectivity with social networks;
- Participation and voting platforms;
- Apps and experience customization;
- Geolocation – Wayfinding.
Positive and memorable experiences for events and festivities, with customized digital billboards.
Self-Service Technology for Golf Courses in Austria
The ventilation and cooling technology developed by PARTTEAM & OEMKIOSKS guarantees maximum efficiency and reliability of digital kiosks and billboards.
For golf courses in Austria,, PARTTEAM & OEMKIOSKS has developed digital self-service kiosks, capable of operating in a temperature range between -20ºC and 40ºC, and it is possible to extend these temperatures to vary between -40ºC and 55ºC.
Making payments, viewing times and scores, maps and general information are some of the features of this self-service digital billboard.
7. Develop your business with DOOH
PARTTEAM & OEMKIOSKS has a unique experience in the field of interactive technologies, which allows them to be integrated in kiosks in an efficient and professional way.
For each project, PARTTEAM & OEMKIOSKS provides interactive solutions that have as main objective to provide unique experiences of high quality, adapted to different environments and spaces (outdoor or indoor)..
This is the time to invest in the present, which every day becomes future!!