Although we usually talk about the digital transformation In relation to mobile phones and computers, the advertising market also develops outside these platforms. The digital signage and the DOOH These are two examples of how advertising seeks to retake its old spaces in the streets with a renewed and digital approach.
What are Digital Signage and DOOH
When we talk about digital signage -also know as multimedia or dynamic digital signage-, we refer to advertising on any type of digital support: screens, projectors, touch panels or totems. It can be located in either exteriorslike in interiors. For example, we might include hotel welcome ads, airport flight ads, menus we often see at fast food stores, screen ads at public transportation stops, etc. In short, we could say that Digital Signage is simply the digital ads that we find in our day to day.
On the other hand the DOOH (Digital Out Of Home, or digital away from home) refers to the reproduction of advertising messages in digital format only in outdoor locations. We could see DOOH as the logical evolution of outdoor advertising, which has traditionally been static and non-interactive.
As you can see, both concepts are very similar and even coincide to a certain point. The only thing that differentiates them is the location in which they are located. But then, both DOOH and Digital Signane involve a evolution in the way of communicating and advertising in public spaces, and are characterized by their dynamism and their great capacity for immediate adaptation to the public and current trends, since they can be modified instantly.
With this advancement in advertising placements, brands can generate a more effective digitization Y create experiences more immersive for the public. For example, in this campaign Lancomethe cosmetics brand uses facial recognition technology to raise awareness of the limited access to education women have in Portugal:
Another example of how this type of technology can be used is the campaign Bye Bye Red Eye by Douwe Egberts, a company from the Netherlands that markets tea, coffee and tobacco products. With the use of interactive advertisingthe brand used the technology of the facial recognition at airports to liven up the tedious wait between flights, offering a free coffee when detecting a yawn in front of the vending machine:
Application of programmatic advertising
We generally associate the concept of programmatic advertising with online media and social networks. However, one of the main characteristics of these new forms of advertising in outdoor and indoor public spaces is precisely that can be programmed and modified according to certain parameters. In that sense, DOOH is the best tool to apply it.
This advertising format allows you to generate ads in real timehighly personalized and with a high degree of interaction by the public. In addition, one of the biggest advantages of this type of advertising is that it can be evaluate the effectiveness of an outdoor campaign in the same terms in which it is done online, according to factors of audience, location and time, something that is impossible to do with traditional advertising.
It’s not something new, although its implementation requires more capital than traditional advertising and has not developed as quickly or massively. already in 2017, for example, the company ClearChannel developed a technology that offered the possibility of buying street furniture for programmatic advertising.
Undoubtedly, this approach offers ample space for creativityallowing to create more humanized campaigns to generate more connection with the public. Technology is the order of the day, so it is up to each company and/or agency to know how to use it to create a real impact on the public, making a difference.
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