Want to really target your advertising in a cutting edge medium that could surpass even the Internet in terms of advertising growth in the next few years? Then take a look at the emerging field of digital out-of-home (DOOH) advertising, also called out-of-home video advertising.
DOOH delivers hyper-local, personalized and engaging messages to highly specialized, captive niche audiences on out-of-home screens (the so-called "4th screen") popping up in millions of locations everywhere.
This, say the media pundits, is sure to be the next major growth area in local advertising. It's laser-targeted stuff. By putting DOOH in your advertising arsenal, you can place video ads and content in front of just the right people, at just the right time in just the right place. Here's how:
It happens over a fast-growing out-of-home video network that includes hundreds of firms offering entre to place-based video screens in stores, malls, city busses, gyms, gas stations, medical offices and public spaces. Some are wired; others are based on wireless "narrowcast" networks. Almost anywhere there are people you'll now find video screens.
Here are a few examples of network players:
- AMI Meganet (www.amimeganet.com) will soon have 25,000 broadband networked touch screens in bars, taverns and pubs nationwide.
- Level Vision (www.levelvision.com) operates screens in more than 315 college bookstores in 234 cities across 44 states. If you want to reach college students on-the-go, this is a good bet.
- Transit TV (www.transitv.com) can put your full-motion broadcast quality video and audio on busses and other transit vehicles in Chicago, Milwaukee, Atlanta, Orlando and Los Angeles -- a total of 8,443 screens in 3,838 vehicles.
- NTN Buzztime (www.buzztime.com) can put you into 3,400 family restaurants, sports bars and pubs in hundreds of cities.
- Health & Fitness Network (www.rmgnetworks.com) reaches premium health club members in over 100 cities.
- My Gym TV (www.channelm.com) has screens in 163 children's fitness facilities.
- Pet Care TV (www.petcaretv.com) will show your video ads to pet owners in over 350 veterinary offices spread across 101 metropolitan areas. Likewise, affiliated networks Kid Care TV and Women's Healthcare TV reach thousands of pediatric and OB/GYN medical offices respectively.
- GameCrazy (www.gamecrazy.com) reaches video game enthusiasts and teens in 644 GameCrazy stores.
Savvy small business marketers are being drawn to DOOH because the out-of-home digital networks offer ways to target highly-customized messages to very specific groups of potential customers. And with most online networks, the audience is either completely captive (on a bus or waiting in line somewhere, for example) and doesn't have the option of changing the channel. Plus, if you sell pet-related products, for example, what better place to tout your goods than a veterinary office waiting room.
DOOH networks have tons of highly-specific audience research, and offer high levels of control and measurability that you can't get from many other video ad outlets.
Out-of-home screens have already become so pervasive that digital screens in retail locations alone now reach more than half of all American adults in an average month, according to the Center for Media Research. Displays at gas stations and movie theaters each reach about one in five U.S. adults each month.
For small business owners, the choices are growing rapidly. There are already about 112 DOOH networks of some significance in the U.S. that accept advertising from businesses other than their own.
Overall, there are about 70 different types of venues. In addition to the ones already mentioned, they include drug stores, office buildings, sports arenas, airports and, of course, the most captive of them all, elevators.
Studies also show that most consumers have not only accepted the existence of all these digital screens, they actually like having them around and they watch them. In short, DOOH is big, getting bigger, and here to stay.
To explore the offerings, the best place to start is the Out-of-Home Video Advertising Bureau website at www.ovab.org. At the home page, click the "Planning an OOH video buy?" box for a handy list of DOOH networks with links to their sites.