DOOH is a communication channel that enables outdoor advertising to be broadcast via broadcast screens....
Digital Out Of Home (DOOH) is, as its name suggests, a digital communications medium that enables companies to broadcast their advertising campaigns outdoors, in real time, via broadcast screens on various supports and street furniture. You can broadcast images or videos, as you wish.
This makes it possible to deploy your advertising on digital billboards in suburban areas and other commercial zones. In transit areas, you can communicate in airports, train stations, corridors and subway stations.
More locally, in city centers, you can use bus shelters, kiosks, vending machines, "lollipop" displays (e.g. JCDecaux France panels), but also integrate your advertising on screens in the windows of your point of sale and store, as well as on those in shopping malls.
This fast-growing communications medium is highly appreciated by advertisers, and offers a number of significant advantages that should be taken into account when developing your advertising strategy. According to an IFOP study carried out in January 2021, 7 out of 10 French people pay attention to digital screens when they see them. Among them, 27% look at them systematically, while 43% look at these screens only if they find the content interesting.
Using outdoor digital signage allows you to implement a truly geolocalized, personalized and customizable marketing strategy.
First of all, you can broadcast your digital advertising campaign in the locations of your choice. Not only will this enable you to target your audience more precisely, by adapting to their habits and communicating at times when they're most available, but you'll also benefit from greater visibility with your prospects by broadcasting your advertising in areas areas, giving you greater reach. This proximity media can help you achieve a higher conversion rate.
It's worth noting that the display can be shown continuously, day and night, thanks to its luminous screen, enabling your message to reach as many people as possible.
What's more, Digital Out Of Home offers you greater flexibility and dynamism in your communication campaigns, thanks in particular to programmatic techniques. In order to increase the effectiveness and relevance of your campaign, as well as boosting its visibility by attracting the attention of your prospects, you can change your messages at the click of a button according to the data you collect, or choose to extend or shorten its duration. It's also possible to modify the delivery of your advertising creatives in real time, depending on numerous criteria, such as the context surrounding your campaign's delivery locations (for example, an airport or a train station), or weather conditions.
To make your message more dynamic and take full advantage of programmatic advertising, you can call on advertising networks and DSPs. The latter, which can be certified, support their advertiser customers and offer advice to brands on how to boost their visibility at local level.
All these advantages contribute to DOOH's popularity with marketing teams and prospects alike. Perceived as less intrusive, this type of lever more easily prompts people to react. As the IFOP study cited above shows, 35% of consumers in France have taken action after seeing a DOOH ad. Of these, 19% did a search on the Internet, 9% went to the point of sale, 9% bought the product or service and 1% told others about it.
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By simplifying access to all digital inventory, The Ramp enables the network headquarter, or each individual outlet, to launch local campaigns in line with the brand's catchment areas, creative assets and audiences.