Jul 9, 2010

Posted by: Melanie Gomez

By Maria DeChello, Network Integration and Marketing Manager at rVue, Inc.

Over the last decade, Digital Out-of-Home (DOOH) signage has undoubtedly gained visibility and recognition among consumers worldwide, so advertisers and agencies are continually looking for easier, effective, and more targeted ways to reach their audiences. They also want bigger selection and broader reach when it comes to digital signage opportunities. Achieving this means thinking outside the box should we say, thinking outside the DOOH box. Media Planners are looking beyond the traditional DOOH advertising vehicles to which they've grown accustomed and must embrace the many shapes and sizes of digital signage to help deliver their brands to an on-the-go consumer.

We all know the usual DOOH suspects: restaurants, bars, malls, and retail stores, health clubs and health facilities, movie theaters, casinos, and sporting arenas. From our favorite neighborhood bagel shop to the high-impact, high-trafficked digital billboard we pass on the highway, digital media has, without question, become mainstream. In addition to the traditional outlets, there are thousands of other new and innovative digital advertising screens that have made their way into the DOOH space, many of which have taken on interesting forms, in some very unexpected places.

Delivering brands to "on-the-go" consumers, that is DOOH's marketing advantage, but advertisers are also reaching consumers "while-they-go". Commuters are now being exposed to digital signage on subways, railways, taxis and ferry systems. Often combined with transportation schedules, news, and weather updates, ads placed on digital screens in these venues draw added attention by travelers who are already focused on important and high-interest content.

On the contrary, yet just as appealing, personal transaction-based environments, such as movie rental kiosks, ATM machines, and mobile device charging stations, are also proving to be a viable out-of-home advertising vehicle. One-on-one interactions provide personal and direct response opportunities for advertisers looking to reach an extremely captive audience, engaged in a very specific activity, allowing for micro-targeted campaigns.

Even the great outdoors has its opportunities, golf cart-mounted screens on golf course properties afford advertisers reach to a highly-desirable, affluent consumer. Mobile GPS systems, while enhancing the overall golfing experience, also allow for extended advertising conversations in an uncluttered and exclusive setting.

With so many options, it's important to not get boxed in to thinking that digital screens only imply wall-mounted 42" plasma TVs regardless of the audience, their location, or their interests, you can be sure that there is a DOOH fit in today's marketplace. Find out more at rVue.com.