The Ins and Outs of DOOH

Despite the mass migration of advertising budgets to the digital sphere, one traditional ad media segment, Out-of-Home (OOH) advertising, has been consistently growing. Driving this growth is a subsegment of OOH, Digital Out-of-Home (DOOH) advertising, and more specifically—programmatic buying.

DOOH is a small but rapidly growing slice of the advertising media pie, and an increasingly important part of an effective omnichannel marketing plan. Despite that, many brands that operate strictly in the digital realm are missing out on a wide range of benefits that DOOH can provide.

DOOH is a small but rapidly growing slice of the advertising media pie, and an increasingly important part of an effective omnichannel marketing plan.

As of 2015, DOOH made up only 40% of all OOH revenue, and OOH itself only makes up about 6% of all global advertising spend — it isn’t on a lot of people’s radar, though it should be.

A Ubimo Report on DOOH

Ubimo has put together a guide for Digital Out-of-Home — The Ins and Outs of DOOH: Everything you need to know about property types, audience targeting, and programmatic buying. To understand DOOH, one should understand the differences between the digital billboards and signage (DBB) and digital place-based networks (DPN) categories, and the many unique properties that can be found throughout the field. There are different ways to buy DOOH space, including the medium’s recent and growing programmatic purchasing abilities, a feature that should be familiar with media owners and buyers. There are also some best practices for identifying the ideal DOOH properties for your unique advertising needs. The focus here is on audience targeting which, traditionally, has not been a strength in the OOH space. The recent advent of location intelligence has changed that, however, in some very beneficial ways.

If you’ve never considered DOOH for your omnichannel advertising stack, or if you have but just don’t know where to start, this report is for you.

And speaking of location intelligence, the technology and platforms that leverage it, such as Ubimo’s Polaris, are changing the face of OOH advertising. Ubimo’s Polaris helps to elevate a 20th century advertising medium into the 21st century, bridging the gap between the digital and physical worlds, and offering a wealth of audience targeting data and a suite of valuable management tools. If you’ve never considered DOOH for your omnichannel advertising stack, or if you have but just don’t know where to start, this report is for you. Download The Ins and Outs of DOOH: Everything you need to know about property types, audience targeting, and programmatic buying for free today.