What is Digital Out-of-Home (DOOH)?

DOOH advertising has a recall rate of 84%, compared to 65% for online advertising and 44% for traditional OOH advertising. (Inskin Media)

Digital Out-of-Home (DOOH) media refers to any form of advertising that reaches consumers when they are outside of their homes and is displayed on digital screens or devices such as billboards, street furniture, public transportation, and more. DOOH media combines the reach and impact of traditional out-of-home (OOH) media with the dynamic, targeted capabilities of digital media.

DOOH media can be found in a variety of public places, including shopping malls, airports, train stations, stadiums, and more. It provides businesses with a unique opportunity to reach consumers while they are on the go, outside of their homes, and away from traditional media channels such as television and radio.

One of the key benefits of DOOH media is its dynamic nature. Digital screens and devices can display a range of dynamic content, including videos, animations, and interactive experiences. This makes DOOH media more engaging and memorable than traditional static billboards or posters.

DOOH media also offers businesses greater targeting capabilities than traditional OOH media. Digital screens can be programmed to display specific content at specific times of day or in response to specific triggers, such as weather conditions or social media activity. This makes DOOH media more flexible and adaptable to changing circumstances than traditional OOH media.

Another advantage of DOOH media is its measurement capabilities. Digital screens and devices can be equipped with sensors and analytics tools that can track audience engagement, such as dwell time, views, and interactions. This data can be used to optimize campaigns and better understand audience behavior.

In conclusion, DOOH media is a powerful marketing tool that combines the reach and impact of traditional OOH media with the dynamic, targeted capabilities of digital media. It provides businesses with a unique opportunity to reach consumers on the go, outside of their homes, and away from traditional media channels. With its dynamic nature, targeting capabilities, and measurement capabilities, DOOH media is an effective way to engage and influence consumers in public spaces.

Here are some ways DOOH can be used to promote public health:

1. Informational campaigns: DOOH advertising can be used to provide public health information, such as promoting healthy behaviors, like washing hands, wearing a mask, and getting vaccinated. These campaigns can also include information about mental health, healthy eating, and physical activity.

2. Public service announcements: DOOH advertising can be used to deliver public service announcements to raise awareness about public health issues, such as flu season, COVID-19 vaccination programs, and smoking cessation programs.

3. Health promotion events: DOOH advertising can be used to promote health promotion events, such as community health fairs, fitness classes, and wellness activities.

4. Targeted advertising: DOOH advertising can be used to target specific audiences with health-related messages. For example, advertisements can be placed in areas with high rates of diabetes to promote healthy eating and exercise.

5. Emergency alerts: DOOH advertising can be used to deliver emergency alerts and information during public health emergencies, such as disease outbreaks, natural disasters, and other emergencies.

Overall, DOOH advertising provides an effective way to promote public health messages to a wide audience, and can be especially useful for reaching people in public spaces where they are likely to be receptive to health-related messaging.

To learn more about DOOH & OOH marketing resources for Government agencies and organizations contact PlaceBased.