Out of-home advertising is everywhere. And as we’ve mentioned in the past, digital out-of-home media falls into two categories: place-based media and large format media. However, this time we want to go one step further, explaining who operates the screens, where they can be found and what sets DOOH apart from other marketing channels. So keep reading to find out why with advanced digital capabilities, outdoor advertising is more essential to the media mix now than ever before.
Large format media includes the billboards, like those you see in Times Square or along highways, and street furniture, like bus shelters on city sidewalks – best viewed by pedestrians and street-level traffic.
Major players in the billboard and street furniture space include Lamar Advertising, JCDecaux, Clear Channel Outdoor, Outfront, Pattison, Astral, .
Large format media is there when a brand wants to make a big splash, casting a wide net to reaching consumers while they’re on-the-go and can help drive upper funnel metrics like brand awareness. Digital billboards and digital street furniture offer the ability to have creative that changes every few seconds, with several advertisers sharing the same location.
While billboards get most of the fame, the majority of DOOH actually exists as place-based media. Place-based media can be found in malls, gyms, office buildings, gas stations, restaurants, bars, taxis, universities and other places where consumers spend time.
These contextually relevant environments offer brands and marketers a distinct opportunity to engage with consumers in an everyday setting. Place-based media owners include Captivate, ZOOM Media, Vengo, TouchTunes, Life Fitness, Rouge Media, GSTV, TopGolf, Cinema Scene, Lightbox OOH Video Network, and Curb.
Brands and marketers often select place-based media when they want to execute a tailored creative experience that capitalizes on the dwell time and consumer attention that these environments command. The unique nature of these screens and locations enables marketers to both tap into the benefits of consumers being exposed to a campaign’s messaging as they go about their daily activities, as well as playing off of the contextual environments, matching the location to the content.
Within place-based media, there are screens that are defined by their placement within a retail location or proximity to a cashier. Point-of-purchase digital signage exists in shopping destinations such as big box retailers, convenience stores, grocery stores and pharmacies.
Media owners that operate point-of-purchase screens include BevTV, NRS DOOH Media and Popspots.
These screens give marketers the opportunity to reach consumers and influence purchasing decisions while they’re in-store, enabling shoppers to act on a well-placed ad.
Ready to launch your digital out-of-home campaign?