As DOOH continues to evolve, tremendous opportunities continue to grow with it.
By Jeff Atley
Digital out-of-home (DOOH) has been in retail for more than a decade, but even with an already solid footprint, the opportunity for growth is tremendous.
Here are four projections ADCENTRICITY believes will occur in 2011:
1. The technology that powers DOOH will enter a new level of sophistication and recognized value. Creative messaging and consumers can be targeted down to the venue level, zip code, or channel, and made incredibly dynamic. New sophistications allow incredibly complex data-driven opportunities: Imagine a wireless carrier marketing a new phone or plan by audience segmentation, and then tagging messages on screen with the closest retail store location alongside geographically driven twitter feeds. What sounds incredibly complex to execute will become the norm in DOOH.
2. Media spend will continue to grow. Projections based on a PQ Media market study suggest DOOH media spend will eclipse $4.5 billion by the end of 2013.
3. Retail will be hot. Consumer Packaged Goods (CPG) giants are shifting major percentages of their marketing budgets to shopper marketing strategies. That shift owes much to changing consumer behaviors and media consumption patterns that once again reinforce how important it is to get messages in front of shoppers when they are making buying decisions or when they are in a buying mentality, not only when they’re at home on the couch.
4. DOOH will stand alone. Much of the media attention, measurement, revenue reporting and creative focus lumps DOOH into a broad category with the likes of cinema advertising and the big digital outdoor boards that line major city squares and roadways. While these forms of media are great at supporting certain efforts, they are not DOOH, which includes place-based (e.g., doctor offices) and retail locations. DOOH will begin to emerge on its own this year and get out from under many of the one-off, Times Square-oriented promotions to become more of a sustainable, community-targeted medium that delivers on its promise.
