Understanding Digital Out of Home (DOOH) Advertising

What is DOOH?

Digital Out of Home (DOOH) is essentially advertising screens in traditional billboard locations and place-based environments. It is fast becoming an important and flexible communication in its own right. There are three main segments of digital out-of-home media which include:

Place Based

Digital signage screens within environments ranging from train stations, restaurants, doctors surgeries, hair salons. These screens or multiple screens within the environment are usually located in areas that have the best opportunity-to-view and/or are in an area that has the highest consumer dwell time.

Retail

Screens positioned in key locations inside of retail brand advertising environments from grocery store aisles to convenience stores, forecourts and pharmacies. Retail screens are placed in close proximity to consumer products and the point of purchase. As consumers make over 75% of their product buying decisions within the retail environment the opportunity to communicate at the "moment of truth" is ideal.

Outdoor

Much the same size as traditional outdoor billboards, these medium to large format LED screens. Typically found along major routes and on the side of buildings.

Why DOOH?

The out-of-home landscape is changing in many ways and much of this is driven by new advertising technologies. Similarly consumers' own personal technology based devices are changing. The resulting digital revolution adds a whole layer of new features to the out-of-home industry, in terms of how, when and where advertisers can communicate with people.

Communication is now about reaching audiences in an environment that reflects differing lifestyles and mindsets - Outdoor advertising allows advertisers to communicate in a targeted and efficient manner.

Digital environments truly represent the height of the Out of Home medium's ability to target people, however diverse their lifestyle, in the right place at the right time.

Key Reasons for using DOOH;

• Brings traditional Outdoor “to life”
• Totally flexible
• Instantly updateable
• Diverse targeting opportunities
• Huge DOOH advertising creative possibilities
• Great mobile audience – young, active, social, brand-sensitive, cash-rich
• Noticeable and Engaging
• Innovative
• Compliant and instant reporting available

The Digital Out of Home Market and growth of DOOH

DOOH has the potential to create an unrivalled mass audience communications channel, by reaching, engaging and influencing an increasingly demanding, elusive and wirelessly connected mass consumer audience.

Digital out-of-home contributes more than ten percent of total outdoor advertising revenue in the UK. Digital outdoor advertising revenue in the UK passed £100m ($159m) for the first time in 2010, with 37 percent year-on-year growth. The medium’s record-breaking revenues are driven by growth almost three times as fast as that of the overall outdoor market, which itself is performing markedly better than outdoor outside of the UK.

DOOH commands huge expenditure from advertisers:

• Worldwide advertising revenue estimated at $6.47bn*
• $2.1bn in the US*
• And topping £100m in the UK ***

DOOH is now a significant part of the total Outdoor market ***

• DOOH now represents 11.4% of total Outdoor spend in the UK
• £1 for every £8 spent on Outdoor as a whole is spent on digital formats

DOOH is one of the world’s fastest growing media sectors

• US DOOH predicted to double from $2.6bn in 2011 to $5.2bn by 2016 **
• UK DOOH grew by 37.3% in 2010 compared to total Outdoor revenue growth of 12.5%***

Source:
* PQ Media Global DOOH Media Forecast 2011 – 2015
** MagnaGlobal Advertising 2011 Forecast
*** OMC Revenue Survey Qtr 4 2010

Click on the link to see a presentation detailing the growth of the DOOH Market in the UK.

UK Digital Outdoor Revenue Growth (PDF)

Research for the Digital Out of Home Market

There is a huge amount of expertise in the DOOH market. These are some of our favourite research projects and studies which we believe are helpful, insightful and improve our insight into digital environments, consumers and the dynamics of the DOOH market.

Source	Research	Download PDF
	Kinetic Future OOH Report (PDF) The Future of Out of Home Media in the UK. The industry, consumers and technology to 2020.
	UK Digital Outdoor Revenue (PDF) 2003 – 2010
	Top 20 Advertisers in Outdoor (PDF) 2002 - 2010
	Kinetic Dos and Don'ts of DOOH (PDF) Ten rules for Digital OOH
	Top 10 Outdoor Categories (PDF) 2002 – 2009
	UK Outdoor Revenue (PDF) By Medium, Quarter and Category 2000 - 2010
	Touchpoints 3 IPA Survey (PDF) What the latest IPA survey tells us about time spent out of home
	Why Use Outdoor (PDF) A selection of perspectives which you may find informative in planning media

Resources for the Digital Out of Home Market

www.outdoormediacentre.org.uk
Outdoor Media Centre - The trade body for outdoor media owners.

www.dailydooh.com
DailyDOOH – insight and knowledge and opinion into the DOOH Market.

www.postar.co.uk
POSTAR - The outdoor industry body responsible for audience measurement.

www.ipa.co.uk
IPA - The trade body and professional institute for 258 leading agencies in the UK's advertising, media and marketing communications industry.

www.asa.org.uk
ASA - The ASA exists to ensure all advertising, wherever it appears, meets the high standards laid down in the advertising codes.

www.isba.org.uk
ISBA - The representative body on all aspects of marketing communications for UK advertisers.

www.screenmediamag.com
Screen Media – provides informed, non-partisan news, information resources and advice on making the most of opportunities in DOOH.

www.dp-aa.org
DPAA – Magnaglobal Advertising 2011 forecast.