Digital Out of Home Market
In the age of consumerism, advertising has become an indispensable component of marketing strategies adopted by almost all companies in various end-use sectors. In the past few decades, especially after the rise of social media platforms, companies have transitioned toward online advertising to increase their sales and expand their operations globally. In such a scenario, offline advertising models, to gain relevance in contemporary times, have started adopting new technologies to design successful brand campaigns.
Out-of-home advertising is one of the most widely used offline marketing strategies which involves the use of billboards, outdoor screens, banners, and signboards for promoting a product or a service. Naturally, DOOH involves the integration of digital media and electronics in outdoor advertising mechanisms. Hence, DOOH ads are sometimes also referred to as digital signage marketing. Typically, this innovative brand campaigning strategy includes programmatic transacting features that allow companies to design ads for multiple media channels. The use of different formats such as HTML5, 4K video, digital imagery, etc., and real-time data integration are the main features offered by digital out of home advertising.
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Introduction of augmented reality in DOOH advertising
As per a report published by Allied Market Research, the digital out of home market accounted for $18.80 billion in 2020. The industry is estimated to gather a revenue of $58.67 billion by 2031, citing a CAGR of 11.6% during 2022-2031. Technological advancements in digital communication technologies have played a major role in the growth of the sector. For example, augmented reality has become one of the most widely used technologies to provide immersive experiences to the audience. Through AR, companies are designing ads wherein digital content is overlapped onto physical billboards or screens to engage customers and manipulate their purchase preferences. The use of 3D holographic displays also offers a dynamic mechanism to connect with people and interact with them in a meaningful manner.
In the past few years, AR-VR technologies have specifically been used to design personalized ads and brand campaigns. Businesses are investing in these innovations to target a specific audience group based on their location and demographic, sociocultural, economic, political, gender, and other such factors. Moreover, data analytics and AI are utilized by companies to collect and analyze vast amounts of data to effectively develop holistic marketing plans.
The shift toward environmental sustainability is another important development in the digital out of home industry. Many companies have started using renewable energy sources to power these LED billboards and screens. Furthermore, the utilization of energy-efficient lighting solutions to reduce the carbon footprint of the sector is a major trend witnessed in the landscape.
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Designing comprehensive marketing campaigns using DOOH advertising
Recently, several businesses have invested in digital out of home advertising strategies to expand their consumer base. For instance, in September 2024, ShopLiftr, a leading ad tech company, announced the launch of a programmatic DOOH advertising solution for various industry verticals and sectors. The interactive platform designed by the company aids businesses in developing ads that can be played on different mediums and displayed on screens of different sizes. ShopLiftr, in its press release, stated that it has provided more than 300 retailers across the US with access to this platform and the number of clients is expected to rise significantly in the coming period. Similarly, Devangi Outdoor Advertising, a leading marketing agency in India, introduced a twin DOOH billboard in Mumbai which features high-definition LED screens and dynamic visuals to capture the attention of the audience.
Summing up, the growth of the digital out-of-home industry is largely driven by the increasing use of digital technologies to create interactive offline advertising strategies. The rising integration of AR, VR, AI, and other innovations to develop visually enriching and dynamic marketing campaigns has opened new investment opportunities in the sector.
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