In our increasingly digital world, many companies try to boost their brand through online ad platforms, but these ads have become increasingly ineffective as consumers feel exhausted from a never ending stream of website pop-up ads.
That’s why the most effective advertising campaigns have gone back to their roots with out of home advertising, but with a twist– digital out of home advertising (DOOH). These advertising campaigns catch consumers’ eyes and can be equipped with interactive elements to maximize engagement.
Let’s take a look at the various DOOH advertising options, the effectiveness of these digital ads, and how to best utilize them.
DOOH Advertising Rates & CPMs
The rates for DOOH advertising formats can vary depending on factors like location, reach, and campaign duration. To make things simple, the following listed prices are an estimated cost range for a 1 month period.
|Digital mall||$750 – $2,500|
|Digital supermarket||$800 – $1,500|
|Digital billboards||$1,500 – 30,000|
|Digital hand sanitizer kiosks||$500 – $700|
If none of these options work for you, Terraboost offers digital wellness billboards that are affordably priced and can be strategically placed in stores for the biggest sales lift.
Programmatic Buying: At a basic level, programmatic DOOH is an automated process in which digital advertising space is purchased and delivered based on factors predetermined by the buyer. For example, programmatic DOOH ad space could be automatically purchased on a digital highway billboard when triggered by factors like a specific time of day, good weather, and high levels of traffic.
Direct buying: Direct buying is similar to programmatic as both forms display advertisements when the correct factors are met. The way that direct buying differs is that ad space is guaranteed and purchased in advance while programmatic purchases are made in near real-time and ad space is sometimes not guaranteed.
Hybrid buying: As the name suggests, hybrid buying is a mix between programmatic and direct ad space purchases. With hybrid buying, you can utilize the automated buying process from demand-side platforms (DSPs) while still engaging in direct negotiations with ad space owners to guarantee premium inventory placements.
Each of the three options has its own benefits, but hybrid buying is viewed as superior by many advertising experts as it offers the best of both worlds– near real-time ad space purchasing and guaranteed ad space.
DOOH advertising can be featured in a variety of locations, but you’ll need to carefully consider your ad placement selection to ensure it best matches your brand and will be seen by your target audience.
Digital billboards: If you are looking for your advertisements to reach as many eyes as possible, few ad placements can beat digital billboards located in high-traffic areas such as highways and major intersections. Large format media like this casts a wide net and can help increase brand and product awareness, but it isn’t optimal for driving direct sales.
Shopping malls: DOOH ad space in shopping malls can provide some of the best returns on investment as it allows companies to advertise close to potential points of purchase. If your product is featured in a certain shopping mall, DOOH ad space can help lift sales by influencing consumers who are weighing purchase decisions.
Healthcare facilities: People have to spend plenty of time in doctor and hospital waiting rooms. While this is an annoyance for the average person, it does make for prime ad space with a locked-in audience. Pharmaceutical and other health-related brands are best suited to take advantage of this ad space as healthcare will be top of mind for this audience.
Street displays: These digital ads can come in the form of integrated street furniture such as bus shelters and benches or amenities like kiosks and newsstands. If placed in an urban setting, these ads can offer high traction as they attract pedestrians and commuters passing by.
In terms of driving point of purchase sales, digital ad space in malls is the superior method because none of these other DOOH ad placements can be featured as close to points of purchase.
We at Terraboost provide an innovative method for DOOH ad space through our sanitizing wellness billboards that can be strategically placed within shopping malls.
When you reach out to various marketing agencies, you’ll often hear that ad space inventory is limited and they can’t feature your product at the optimal locations. However, that’s not a problem for Terraboost.
Few advertising agencies that can compete with the variety of locations and store options we provide. Terraboost has 120,000 digital and non-digital wellness kiosks installed at over 49,000 locations in states across the US that reach 280 million Americans daily.
So, if there’s a specific store or mall network that would be a perfect fit for your brand, there’s a good chance that we are already partnered with them! Our wellness kiosks are featured in big name stores like CVS, Giant, and many more.
DOOH advertising offers a variety of benefits when compared to traditional forms of advertising such as print, broadcast, direct mail, or even the latest personalized online ads.
As we discussed with programmatic buying options, the automated buying processes from demand-side platforms ensure that your ad space is visible only when the desired factors have been established. This makes DOOH unique in that you have the option to only pay for ad space when you know your target audience will be present.
One important quality that separates digital ad space from non-digital is that it can have interactive elements that create memorable interactions to foster a deeper connection with the brand or help users begin the purchase process. Some of our clients have chosen to feature digital interactive elements on our wellness kiosks.
Optimized measurements and analytics: DOOH ads can collect a ton of data that makes it easy to evaluate how your marketing campaign is performing. These ads allow businesses to see how many times their ad was displayed, the duration of exposure, and engagement rates. Also, digital ads with interactive elements can track how many times touchscreens, QR codes, and other elements are used by consumers.
Whenever you’re surfing the internet, you’ll be bombarded with countless pop-up ads. However, do you really remember which brands were advertised or make a connection with them? This is largely due to a trait developed to tune these ads out known as “digital ad blindness”, but DOOH advertisements don’t have this problem.
In fact, a report from Nielsen showed that 50% of people notice DOOH ads either all the time or most of the time. Moreover, these ads are effective in driving sales with 57% of consumers immediately visiting the advertised business and 93% leaving with a purchase!
With the success of this relatively new form of dynamic advertising, more and more marketing campaigns are making use of it. Between 2016 and 2020, the use of digital billboards in the US increased by 43%.
Don’t Miss Out
With the worst of the pandemic over, consumers are outside and noticing OOH ads 45% more, and as a result, businesses are jumping on any available ad space. If you’ve been thinking about using a DOOH marketing campaign to deliver a sales lift, it’s important to get started before ad inventory dwindles and prices go up.
While our 120,000+ billboards feature name brands like Listerine, Athleta, and Tylenol, we’ve also worked with countless small businesses to feature their brands at local stores in their communities.
We can tailor an in-store advertising campaign to fit the needs of your business, so feel free to reach out to a Terraboost representative today for a customized quote!