Digital Out-of-Home (DOOH), is currently experiencing a rapid development and is in more demand than ever. It has already overtaken some of the subsegments of classic Out-of-Home Advertising. According to the latest Nielsen figures, the German DOOH spending in advertising rose to 46% in the first quarter of 2017 compared to the last year. At the same time, expenditures on traditional Out-of-Home Advertising decreased by 4%. Various types of digital media are also gaining more and more importance internationally. The global market share of digital media is 27.7% of total advertising revenue. Moreover, the national spending on digital advertising this year is expected to be around € 4.9 billion. Digital media in the Out-of-Home sector show to be especially stable here.
What is Digital Out-of-Home Advertising?
DOOH Advertising applies to all digital media that are used in public for marketing purposes. Due to their wide range, it is often said to be a one-to-many medium. Contrary to the classic Out-Of-Home Advertising media, such as posters, billboards or city lights, DOOH Advertising mainly involves moving images.
Is Display Advertising in a lift considered DOOH Advertising?
The answer is yes! Although a lift is spatially located inside of a building while other types of DOOH Advertising are usually outside, it can still be called as such. The term ‘Out-Of-Home Advertising’ applies to all media outside of one's private environment, for instance railway stations, airports or public streets. Consequently, modern (digital) TFT displays used for advertising purposes in lifts can be referred to as DOOH Advertising. However, outside does not always mean outside of buildings. Large digital screens are also often used at the Point of Sale of large department stores, electronics stores or hotels. Digital media used for this purpose also belong to DOOH Advertising.
The advantages of DOOH Advertising compared to advertising on mobile devices
30% of all Internet users in Germany mainly access the Internet via their smartphone. However, Internet advertising via mobile devices is not automatically seen by everyone. About 30% of 14-29 year olds use Adblocker on their smartphones. In a survey conducted by Yougov (April 2017), 69% of the Internet users stated they use Adblocker due to intrusive advertising. Pop-Ups, sudden forwarding to other pages and noisy automatically-starting videos are regarded as extremely annoying . At this point, digital outdoor advertising has a clear advantage: it is a non-disruptive mass medium. Without being interfering or obtrusive, it is eye-catching and can be a welcome distraction while waiting. In addition, advertising on public screens and displays can not simply be switched off. DOOH Advertising has a wide range of possibilities, is precise and reaches people at the right moment.
DOOH works best in enclosed spaces
On the other side, DOOH Advertising has its flaws. LCD displays do not work as well in sunlight as in shade or at nighttime. Additionally, LED walls require a larger viewing distance and don’t provide sufficient resolution. Also, the moving picture, one of the key features of DOOH, is legally very limited on the roadside. The full effect of DOOH Advertising is therefore actually achieved in enclosed spaces.
The lift is the ideal place for Display Advertising
Since the lift is an enclosed space where passengers find themselves waiting to reach their floor, it is a very suitable place for Advertising. Displays are positioned to be visible by all passengers and provide a fixed point for them to direct their view, providing a welcome distraction. The flexyPage display is a perfect digital medium due to its ability to link lift information with Advertising. With flexyPage Campaign, the new software for displaying advertising content in lifts, you can now plan your own digital advertising campaigns. For example, your content can be linked with different lift conditions in order to display different advertisements on different floors. This way, you reach the right people at the right time with your messages.
