On the DOOH Move from NYC to Dublin
Published: September 12, 2022
Digital out-of-home (DOOH) is all around us, with consumers and advertisers worldwide noticing this dynamism, high-impact screens (or that is what I uncovered in my ongoing research.) As someone whose full-time job is to write about this omnipresent form of advertising, I finally wanted to discover that for myself. What better time to start than on my way to Dublin for a month-long trip leaving from one of the largest airports in the world, JFK?
The first stage in my DOOH consumer journey started when I left my apartment. On the walk to my car, I spotted a few digital urban panels and bus shelter advertisements promoting a new movie, weather information, and an event happening in Brooklyn this week. Digital street furniture seamlessly blends into my neighborhood’s architecture; its bright, moving imagery never goes unnoticed by pedestrians and cars alike.
I am one of the lucky few to have a car in the city. My brother and dad accompanied me during the 40-minute commute, waving my last goodbyes to America for a month. En route, we passed several taxis lighting up the highway with digital cartop advertisements. I noticed ads for broadway shows, a food delivery service, an athletic footwear company, and an upcoming high-end brand celebrating Fashion Week in early September.
To my surprise, my arrival at the airport was not greeted with DOOH ads. JFK was brimming with travelers from around the world. With nearly 2 million visitors on average per month, it's no wonder there were so many people in the TSA line at 10 p.m. on a Saturday. After 30 of the longest minutes of my life, my 28-pound carry-on bag and I made it through security.
The elevator to the gates took me to the duty-free shops and restaurants, where I finally saw screens of all shapes and sizes, vertical kiosks, mini-spectaculars, and overhead banners. The ads consisted of luxury skincare, makeup, clothing brands, hotels, and premium ride-sharing ads, with occasional flight information.
Throughout my research, I've read about airports (and even written!) being a unique hub for DOOH advertisements due to the highly diverse and attentive amount of travelers. I found this true as I made my way through JFK airport, witnessing these DOOH ads serving a tactical purpose, reaching affluent and active consumers through multiple touchpoints during their airport journey. I noticed these hard-to-ignore digital ads while walking by the restaurants and shops as I made my way to my gate.
The touchdown to Dublin, Ireland, arrived after six gruesome hours. I slept for a measly twenty minutes, awoken by the smell of Delta coffee. My excitement only grew after exiting the plane. I searched the gate for digital out-of-home, only seeing static after static ads. It wasn't until after customs a wave of relief washed over me when I spotted the first two digital screens. The Free Now ad helped me book a taxi to my Airbnb quickly and easily. And the next DOOH ad handpicked a plan for my upcoming birthday weekend in Dublin.
Plenty of DOOH venue types encompassed Dublin city center, offering marketers unmatchable formats that garnered the attention of passing locals and tourists. I was pleasantly surprised by the amount of DOOH screens I saw. Ads were strategically placed in crowded and popular tourist destinations to broaden impressions. Screens met our attention at retail stores, pubs, and busy streets.
It was exciting to experience the DOOH travel journey firsthand. There are now more touchpoints in the DOOH orb that effortlessly integrate into our daily routines. Although my job is DOOH, I never stopped to recall the digital out-of-home travel journey from start to finish. I challenge you to do the same!
If you're ready to reach consumers on their travel journey, our team of DOOH experts is prepared to help at no charge to you! Contact us at firstname.lastname@example.org.