Understanding OOH To DOOH - Dakcoled

The future of advertisement DOOH (Digital out of Home)


For a business to thrive, it needs to have a strong advisement department. Sometimes creative content is not good enough to grab and retain potential consumers, you need an extra edge. Technology generally provides this extra edge. The combination of technology trends such as LED sing, DOOH etc. and creative content provides a real boost to your business.


However, selecting the right DOOH can be a tricky thing especially when people are more inclined towards the OOH trends. OOH by definition is out-of-home marketing medium permits business to reach out to their clients when they are out of their homes. These trends increase brand awareness and they support the campaign. Billboards remain at one place, as they are static posters. For instance, you can place a billboard above a highway, at a busy intersection or on a building. Moving the billboards can be difficult and costly.  Nonetheless, it is important to know the difference between both these marketing trends and then select the one that offers the maximum benefits.


On the contrary, DOOH- digital out-of-the-home industry compromises of electronic messages displayed via different digital mediums. These are basically electronic displays that are easy to edit and update.


Comparison between DOOH and OOH


For static display, the industry uses waterproof vinyl. This is to ensure that the boards are able to stand tall even during extreme weather conditions. Digital signboards on the other end serve the same purpose, but these computer-controlled electronic displays come with advance and up to date technological abilities. In simple words, we can say that these billboards look like big television. However, we do find different qualities in these TVs such as LCD signage, LED sign etc.




Yes, we do agree that static billboards industry is mature and people are more inclined towards using them. However, the emerging LED technology is taking everyone by storm. The DOOH concept is growing exponentially. There is no doubt that in the near future, the outdoor LED signage industry will overthrow the static print industry.




Static billboards have more standardized pricing in comparison to digital ones. They are also low in cost. Digital billboards, on the other hand, tend to be expensive, but they are a one-time investment. You can make many changes to them without additional money.



                                                 led sign



There is no competition when you are advertising using static billboards, however, with LED signage you need to beat your competitors. When using an LED sign, your and will run for about 6-8 seconds and then it will go onto the other adjust like a slide show. In addition, there is always an issue that the ad might not be on while the potential client walks or drivers by.


The ultimate edge digital marketing has over the static advertisement is its ability to offer change and flexibility. Once you own a LED signage, you do not have to worry about editing. You can make as many changes as you like with very little hassle and no money. You can make not only minor but major changes as well including changing the entire advertisement campaign.


DOOH (Digital out of Home): Future of Advertisement


The static advertisement does offer benefits, but the digital advertisement is taking over. When everything is going digital, so should the advertisement world. More and more people are becoming inclined towards the idea of using DOOH (Digital out of the home) advertisement. DOOH opens a pool of opportunities for the dealers and it is perhaps an effective strategy. So, far we know that LED sign is a one-time investment, thus they are cost effective. Besides being budget-friendly, LED signage is extremely effective. According to a study, retailers notice almost 60-70% of the increase in their ROI after installing outdoor digital signage.

The shift from OOH to DOOH is inevitable, thus smart business holders would make the change well before time. After all, people who accept change generally turn out to be victorious. Thus, we firmly believe that you need to understand the upcoming trends of DOOH in order to take its advantage to full potential.


DOOH Digital Out-of-home Advertising Trends 2019


Digital out-of-home advertising is becoming increasingly popular, but like all other advertising channels, it is also undergoing disruption. It seems that the out-of-home networks are expanding digital signage and new players are challenging strong brands as fast as possible.


Below we have come up with the trends of 2019.


OOH- Building on its Success


The out-of-home advertisement promises a brand safe environment. If something physical is not blocking the screen, out-of-home adverting ensures unparalleled viewability of the product and services. According to the Nielsen study, brands using OOH adversity methodological in their ad campaign enjoy the highest rate of online activation per dollar on any of the offline media.

Just imagine the impact it will have once you add videos, animations, data feeds and programmatic capabilities to OOH. Turning OOH into DOOH is an unbeatable offering. Their benefits are many and the cons are very few.


Enhancement of Digital Advertising


Using LED signs inside organizations, retail shops, and other indoor locations have been effective. However, when you combine indoor digital advertisement with DOOH, the results are going to be outstanding. DOOH enables you to reach out to a bigger number of people. A study shows that DOOH ads are 2.5 times more impactful as they are twice likely to be seen in comparison to the tradition static billboards. In addition, several ad tech companies are working in order to make several brands work within the channel.


Mobile Location Marketing’s Potential


If you have a good knowledge of your audience, just imagine the impact your advertisement can make on them. For instance, a Swedish OOH network is proud of their gold network of the static billboards. Likewise, there are certain airlines that offer to provide ads to the targeted audience such as the business class.

Now, if you link views mobiles to any close by digital out-of-home screens, you have the opportunity to target potential consumers beyond a specific location. This trend is also around the corner, however, people are expecting much more from it. The digital billboards owners are already using location data from your smartphone in order to offer informed choices regarding ad placement. This is something similar to the online-third party data.


Programmatic Media Expansion


In 2019, the biggest and the most important DOOH trend is programmatic media buying. It seems that it is slowly prevailing in the world of out-of-home advertisement. Programmatic media is changing the orthodox industry as it offers revolutionary automation. It seems that the cumbersome process involving negotiation between the printer, media sells, agency and advertiser is going to come to an end.

In the future, we will be expecting more programmatic platforms in order to allow advertisers to buy both DOOH ads and mobile ads via the same interface. It seems that the programmatic media will offer more integration across different strategies such as faster analytical insight and display advertising across DOOH campaigns. In addition, simple real-time DOOH offers agility and optimization. 


The Way Forward


We have no doubt that DOOH is taking over OOH. This hostile takeover is going to take less time than imagined. More and more people are planning to shift from OOH to DOOH. Furthermore, the rise of programmatic DOOH is ensuring that outdoor advertisement is automated and it offers dynamic experience instead of the static out-of-home advertisement.

Already big brands such as Mercedes Benz, Innocent drinking and much more are investing their time and energy in programmatic DOOH. Different brands are using audience data in order to redefine the creative shown on the digital sign in different locations of the country.


Dynamic Signage and Data Feeds


The moment you step out of your house, you will see numerous LED displays. There is no doubt that the Dynamic DOOH and use of feeds are going to grow in the near future. Already the industry is going through a digital revolution. It seems that in no time, static printing is going to turn out to be a thing of past. Animations, videos, and dynamic content are the way to the future.

 DOOH offers dramatic possibilities of customizing the content in accord to the viewer data. However, it is important for the brands to understand the data and its usage. They have to be careful with the type of ads they produce because one man’s dystopia can be another man’s utopia.


Social Campaign and DOOH




DOOH introduces numerous features, and one of the new features under development is working in unison with other channels. Talon Outdoor carried out a research, and according to the results, if you add motion DOOH ads as per your social campaign; there is an average of 23 percent increase in the effective of the brand metrics.

The same survey also highlighted that there is a positive and consistent impact on consumer actions, purchase intent, consideration, message take-out, emotional response, and awareness. When you incorporate DOOH with your social campaign, you need to understand that ad formats can no longer be effective. They need to be used with modern technology in order to make an impact. You will have to use digital signage, digital billboards in order to make your mark. In addition, connecting your outdoor ads is simple and elegance because of the programmatic DOOH.


Smart Cities and Ad Networks Growth


The growth of DOOH networks and LED signs is a trend that seems to be unstoppable. There are several networks that are taking full advantage of the new networks and are set to emerge. At the same times, businesses are still incorporating the static billboards, but they are gradually making the shift as well.

Smart cities around the globe are going online. The massive ad ecosystem is the system for the new era, the system did not exist a decade back, yet it is everywhere now. The smart cities are going to change the entire front-end of the advertisement world.


In-house DOOH campaigns


This trend might have not been something we have anticipated, but it seems to be effective. A lot of companies marketing teams are moving some or their entire advertising in house. This might not have nee effective with OOH, but with DOOH it does seem to make sense. Thanks to the programming, all the ad assets for campaigns can be produced in the house.


Enjoy the Best of Both Worlds


DOOH has the ability to not only attract but also to retain attention. After all, in the advertisement, the key part of engagement is the recall. The longer an ad has been able to capture attention, the more likely people are going to remember it. In addition, looking at an ad for a longer period will surely build more awareness. Thus, when it comes to awareness, studies show that a digital poster is looked at more than a third longer in comparison to the orthodox static poster especially when driving. Likewise, you will get the same results by a 10-second digital moving ad as you would with a 50-second walk through.

DOOH promises increased revenues. DOOH is no doubt a great opportunity for brands as it does offer the best of both worlds.



We understand that digital out-of-home is growing in importance for companies and brands across the world. Digital advertisers also understand its importance and effectiveness. DOOH promises exciting possibilities especially with the integration of current and upcoming technologies. In the near future, more and more both multinational and local advertisers are going to embrace the format due to its effectiveness.

One way to ensure the future of your brand's advertisement is to have the right format agnostic technologies. You need to understand the trend and the flow of things, you need to move in that direction in order to generate effective results. Ensure that you incorporate the latest LED signs, different ad formats, creative content, and new technology in your advertising campaigns as they are bound to generate results. After all, the main objective of an ad is to attract potential customers and increase ROI.