Advertisers, get ready to own the streets again with DOOH
Published: October 22, 2021
When the pandemic lockdown first hit with a directive for consumers to ‘stay at home,’ no medium was set to suffer more than out-of-home (OOH), which relies on the freedom of movement to create impact. That said, the road to recovery has been strong thanks to new possibilities with digital OOH (DOOH).
After a slow start to the year OOH advertising has seen a massive resurgence, with spend in the US up 38% in the second quarter of 2021compared to the previous year, according to figures released by the Out of Home Advertising Association of America (OAAA). DOOH has been leading this resurgence, jumping almost 80% compared to Q2 2020.
Should we be surprised? Not according to a report by The Harris Poll, also commissioned by the OAAA, which shows that consumers are seeking outdoor and shared experiences more than ever. The threat of digital burn-out has become very real, and 75% of consumers have stated that excessive time on devices makes them tune out digital device ads.
So how can brands replicate the speed, scale and flexibility that digital can offer – but on screens that consumers are open to viewing in the real world?
Thanks to Adomni’s network of 500,000+ connected screens, programmatic OOH is easier than ever to plan, buy and measure. In fact, it can be done in just a few simple steps: register, explore inventory, set your budget and schedule(s), specify your target audience, share your media plan, upload content and go live – as easy as ABC, in 1-2-3 (minutes). And measurement can be tracked in real-time to see how your content is performing, with the bonus of being able to adapt your ad and react to external triggers while on the move.
“Launching a programmatic DOOH campaign has become just as simple as launching a Facebook or Google ad campaign – you can now put an ad on digital billboards or 39 other screen types literally within minutes,” says Jonathan Gudai, chief executive officer, Adomni.
The wheel deal
Public transport may have plummeted in the early days of the pandemic when ‘stay at home’ orders were first put in place, but now the world has opened up and with consumers back on the streets, advertisers have an opportunity to ‘own the streets’ with the introduction of Uber’s official advertising network Uber OOH, powered by Adomni.
It means that marketers can mobilize their brand in an unmissable way by reaching audiences via real-time connected digital screens on top of Uber vehicles. The technology is already in place in Atlanta, Phoenix, Dallas, Boston, Chicago and Los Angeles. And, through a multi-year partnership inked earlier this year with the Metropolitan Taxicab Board of Trade (MTBOT) and Creative Mobile Media (CMM), cartop digital screens are on up to 3,500 taxicabs in New York, which represent over 25% of the total taxicabs in the city.
Gudai adds: “We are inspired by the powerful capabilities that Uber OOH unlocks for brand marketers. The ability to tell a captivating story to audiences as they move throughout their day, drive specific outcomes, and then measure the impact of your campaign is key. Digital cartop ads are a big part of the next chapter in digital OOH advertising, and we are thrilled to be a part of it.”
Making programmatic DOOH history
In what is believed to be the “largest programmatic billboard campaign in history,” Kylie Jenner, chief executive officer of Kylie Skin, with over 220 million social media followers and counting, utilized Adomni’s real-world screens to promote the launch of her skincare line Kylie Cosmetics as part of an integrated campaign to complement her online and social communications.
The campaign targeted over 4,300 large-format roadside digital billboards, including Times Square Spectaculars and Las Vegas Strip, in addition to over 1,500 video screens in over 300 shopping malls across 1,000 US cities – all of which was built, uploaded and measured in real-time from the Adomni buying platform.
“The dynamic nature of DOOH meant that Kylie’s team could change creative artwork instantly to display messaging including ‘coming soon,’ ‘now available’ and ‘sold out’ – which the product did within hours,” explains Gudai. “The out-of-home campaign also generated major buzz on Facebook and Instagram, with millions of likes and thousands of comments, showing the value that can be earned through digital OOH to create impactful campaigns that are both scalable and measurable.”
As marketers look for new ways to engage audiences suffering from digital burnout, the opportunity with programmatic DOOH offers an outdoor experience that can create impact in a way that is not just scalable, targeted and measurable, but quicker and easier than ever to implement.