The future of OOH is definitely digital!
Through the mobilization of a number of contextualized data, digital display enables adapted messages to be broadcast based on what’s going on in that particular place and at that particular time. It’s a solution that offers notable benefits in terms of advertising relevance.
OOH is bouncing back
Digital display: A vast playing field
Through the mobilization of a number of contextualized data, digital display enables adapted messages to be broadcast based on what’s going on in that particular place and at that particular time. It’s a solution that offers notable benefits in terms of advertising relevance.
With digital display, the creative possibilities are endless
What’s more, the integration of advertising content within a group of useful data (weather, public transportation schedules, etc.) significantly increases the attention paid by consumers.
The benefits of digital display are real
Sources: Clear Channel, JCDecaux UK and Posterscope, Moments of Truth Study, 2019 / Club du digital media, Neurosciences DOOH, October 2021
The medium that encourages action
Digital display promotes interactions between the targeted audience and brands. Used in collaboration with mobile technology or social media, it enables specific activations to be carried out and incites participation from consumers. And not just a few: 62% of individuals who see a digital display perform an action on their phone related to the ad!
Young adult audience responds positively to digital display
Gen Z (18-25) represents the largest number of people who see digital display as a good way to:
Source: Vividata, winter survey 2022, Quebec fr., 18+
Taking things further with programmatic
As opposed to other platforms, programmatic provides access to premium display inventory, and not only what remains unsold. Added to this are the following:
- increased flexibility for fast activations and changes to creative in real time;
- precise targeting based on mobile databases (e.g., journey of targeted consumers);
- precise measurement of effectiveness (impressions, recall, attribution, etc.) for calculating return on investment.
Programmatic is carving out a prime position for itself
Source: Webinaire Adclub Video Everywhere Canada, June 2021. DPAA Benchmarking survey.
