Apr
Targeting The World of Digital Signage
Digital signage and Digital Out-of-Home (DOOH) offers advertisers reliable, calculated dynamic media presentation with very concise market, location, timing and demographic targeting at a scale and price that makes DOOH one of the best advertising tools available.
Targeting the television viewing audience is clearly not going away but it is increasingly going away from home (DOOH) therefore enhancement of the value of outdoor digital signage needs addressing. A recent campaign, delivered by a network for a national telecommunications marketer in multiple markets, featured different services and pricing plans by zip code. An agency partner provided the creative units and zip codes and enabled the campaign to be up and running in less than 20 minutes. That is a real competitive advantage in today’s quick changing economy.
Digital out-of-home advertising is a growing medium — a significant statement in a time when traditional media outlets are struggling, and ad agencies are noticing. Acknowledging this, the DOOH industry has begun work to make the buying process easier for those agencies. In addition to the releasing guidelines for the measurement of digital outdoor signage advertising networks, networks themselves are using research companies to perform network audits in order to better compare with traditional media. Also, network collection services are emerging and allowing media purchasers’ one stop to place ads to targeted demographics down to the screen level.
An eminent ad sales agency for many DOOH networks reflects that Digital Out-of-Home (DOOH) is one of the fastest growing mediums in North America. Accumulative DOOH spending will hit $4.53 billion in 2013, up from $2.6 billion in 2009, accounting for 44.1 percent of all DOOH spending. Marketers are increasingly finding digital out-of-home an effective and profitable medium with 42 percent of agency and brand marketers planning to increase their spending in the category this year.
LCD Enclosure Global know that to succeed in this industry they have to be innovative, this is why DOOH is growing so fast, with consumers hunger for information.
LCD Enclosure Global – anything else is a compromise.
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