Is your site pictures of people’s #2? The concept is not difficult to grasp. Most people have seen it. But still, almost everyone does not know what DOOH is, or that it is an industry, a type of advertising, an organized communications medium. People are most familiar with the types of advertising that have been [...]
Is your site pictures of people’s #2?
The concept is not difficult to grasp. Most people have seen it. But still, almost everyone does not know what DOOH is, or that it is an industry, a type of advertising, an organized communications medium.
People are most familiar with the types of advertising that have been around the longest. While more obvious statements might be difficult to find, it is important to note that how people see advertising is a lot about how people understand advertising.
People get TV commercials. They understand that a film crew films a commercial, or an animation team puts it together. They know that the Super Bowl ads cost millions of dollars, and know that primetime commercials are the most important (this is, in fact, when they are most likely watching TV). They even have expectations; beer commercials are funny, ‘save the children’ promos are not.
They also get print ads. They know that a designer puts an ad together and that it is supposed to catch their attention. Print ads, in this writer’s opinion, are better than TV ads because they don’t interrupt content for a period of time, just an amount of space. TV ads (although now changing because of DVR abilities) are very popular for this quality among marketers, especially during sports.
People also kind of get online ads, though complicated models like pay-per-click are still beyond the understanding of most consumers. But no one understands digital out of home. Marketers still don’t understand it often. A better understanding and familiarization with the medium would help everyone.
The consumer doesn’t need to understand how a network operates or finds a niche, they don’t need to know about investing, financing, roll outs, or candelas. But they do need to know that this communications medium that they see everywhere, these HD “TVs” that flash information, is designed for them.
People should expect digital signage and digital out of home to do something for them, to interact with them, to give them something that they didn’t have before. Once people start to see how it works, they can understand that yes its an advertising medium, but it improves the experience where I am to some capacity, so I prefer it.
Tony Hymes is the Editor of the Digital Out Of Home industry website DOOH.com. He produces introductory videos of the companies working across the space from digital signage hardware providers to content companies, DOOH networks, consultants, and software groups. Tony Hymes writes extensively about the strategies behind DOOH advertising, digital signage networks and deployments, and customer engagement trends.