DOOH - Brand Experience
Digital Out-of-Home (DOOH) advertising is revolutionising the customer brand experience by integrating innovative technologies with traditional out-of-home advertising methods. Redefining how brands connect with their audience, offering tailored messaging, immersive experiences, and real-time insights.
Understanding the concept of Digital Out-of-Home (DOOH)
The evolution of DOOH
When digital screens initially made their way into public spaces, they were primarily used for displaying static content. However, with the advancement of technology, Digital Out-of-Home has become more sophisticated, allowing for dynamic and contextually relevant advertising. Real-time data feeds and audience recognition technology enable advertisements to adapt according to factors such as time of day, weather conditions, and the demographics of the viewers.
Programmatic advertising
Programmatic DOOH (pDOOH) allows advertisers to leverage data to make real-time decisions about which ads to run, when to run them, and which screens to display them on. pDOOH also offers great scalability as advertisers can manage multiple screens across various locations from a single platform, making it easier to reach a larger audience.
Sensor technology
Sensors enable DOOH displays to interact with their environment in real-time, creating engaging and personalised advertising experiences. Motion sensors can trigger specific ads based on the movement of people or objects in the vicinity of the display. Similarly, facial recognition sensors can identify demographic information such as age and gender, allowing the display to show ads that are relevant to the viewer.
3D Technology
3D displays can create eye-catching and immersive ads that can create a sense of depth and realism that 2D displays simply cannot match. This technology can also be combined with sensor technology to create interactive 3D displays.
The impact on customer brand experience
By seamlessly integrating with their surroundings, these campaigns provide a non-intrusive yet engaging way of communicating with consumers.
Enhancing customer engagement
Digital Out-of-Home delivers interactive and dynamic content that is captivating and encourages active participation. Touchscreens allow consumers to explore products, access additional information, or make purchases directly from the digital display. This interactivity keeps viewers engaged and provides a personalised experience, increasing the likelihood of conversion and brand loyalty.
Its role in shaping brand perception
By delivering relevant, visually compelling and interactive content, these campaigns can evoke emotions, communicate brand values, and showcase product features, thereby fostering positive associations and strengthening brand identity.
Conclusion
Digital Out-of-Home (DOOH) has revolutionised the customer brand experience by delivering dynamic and engaging content in public spaces. As technology continues to advance, the impact of Digital Out-of-Home on customer engagement, brand perception, and overall advertising effectiveness will only increase.
Westfield malls are the optimal environment for high-impact advertising. Our full-motion network incorporates pioneering technology to offer a wealth of creative opportunities, delivering awareness and driving measurable changes in consumer behaviour. With a network of over 1600 digital totems and over 100 large format digital screens we can be a great environment for high impact advertising at the point of purchase.
Are you looking to create a campaign in one of our top locations? Find your space here or contact us here to find out more about your next Digital Out-of-Home opportunity!
