6 Myths About Digital Out-Of-Home Ads
Despite the ongoing transformation in the world of advertising, many people still doubt about the efficacy of digital out-of-home ads. Let’s debunk the myths, uncover the facts, and shed some light on the unique benefits that DOOH can bring to your marketing endeavors.
Out-of-home advertising is one of the oldest forms of promotion that has yet stood the test of time. From towering billboards along highways to eye-catching posters across urban areas, OOH advertising has for decades maintained its presence to capture the attention of consumers.
Digital out of-home-ads represent a modern evolution of that traditional outdoor advertising format. They harness the power of digital technology to enhance their capabilities, making them a critical component of successful marketing strategies.
However, despite its proven effectiveness and the significant advances made possible by emerging technologies, misconceptions and myths about DOOH advertising persist.
In this article, we will debunk some of the most common myths surrounding this powerful marketing medium, with the goal of eliminating any misconceptions that may have led companies to underestimate the potential impact of DOOH campaigns.
Is Digital Out-Of-Home Advertising The Real Deal?
If you have been following us for a while, you probably know that at Beeyond we are all about DOOH advertising, which is why we believe it's crucial to separate fact from fiction and unravel the true potential of digital out-of-home ads in driving brand visibility, engagement, and conversion.
Don’t believe us? Let’s go over the most popular myths around DOOH advertising and set them straight for good.
1. DOOH Advertising Is Expensive And Inaccessible
Many believe that digital out-of-home advertising is only feasible for large corporations with substantial budgets, excluding smaller businesses from its benefits. No-one can deny that premium placements, like those large and colorful Times Square billboards, are in fact pricey and exclusive.
However, DOOH advertising offers a wide range of other cost-effective options. Local billboards, transit ads, or street furniture can be just as valuable as popular placements on big avenues – the key lies in the smart use of available budgets.
Moreover, digital advancements and the development of management platforms such as Beeyond allow businesses of all sizes to tap into DOOH advertising – marketers may choose or change displays, set up ads’ frequency, and manage information traffic in real-time, at all times. Needless to say, this has a direct positive impact on ROI.
2. DOOH Advertising Is Geographically Limited
Some believe that DOOH campaigns are confined to specific locations and cannot effectively reach targeted or diverse audiences. But the truth is that, with the advent of digital out-of-home displays, campaigns can actually be rolled out all across the country and aimed at specific audiences.
Brands can choose prime locations for hyper-local campaigns or leverage transit systems to reach diverse demographics across cities. DOOH also allows dynamic content changes based on location and time of day, which adds a layer of versatility in targeting audiences.
3. Digital Out-Of-Home Ads Lack Measurable Results
Skeptics often claim that it's challenging to measure the impact of digital out-of-home campaigns compared to other digital channels. However, programmatic technologies now make it possible to track and measure the progress of a campaign in real-time.
Location-based data and mobile tracking enable marketers to assess the effectiveness of DOOH efforts. Metrics such as foot traffic, QR code scans, and social media engagement provide valuable insights into campaign performance.
4. DOOH Advertising Is Too Complex to Implement
Some individuals mistakenly believe that Digital Out Of Home (DOOH) advertising is overly complex and difficult to execute. They may think it requires extensive technical knowledge and resources beyond the reach of most businesses.
However, with advancements in technology and the availability of user-friendly platforms, launching DOOH campaigns has become more accessible and manageable than ever before.
5. DOOH Campaigns Are Time-Consuming and Hard To Launch
It was a sad truth that out-of-home campaigns involved a time-consuming, hands-on process where marketers had to spend months researching for the best and more affordable placements, interact with multiple vendors, and put up with ads that could take weeks to go out on the streets. Moreover, an in-depth understanding of media buying was needed in order to execute all of these actions.
That picture belongs to the past. Online programmatic platforms like Beeyond have reduced timeframes while amplifying efforts. Now, strategic buying places can be found in a matter of seconds, vendor management procedures can be unified and optimized, and campaigns can be launched in just a few days.
DOOH campaigns can be executed with a minimal understanding of the advertising industry, as these platforms offer user-friendly features and a high degree of flexibility in processes. Thanks to the digital revolution, the advertising world has never been easier to navigate.
6. DOOH Ads Are Only Effective For Brand Awareness
One of the biggest misconceptions is that DOOH advertising exclusively serves to promote brand awareness and doesn't contribute to direct conversions or sales. In reality, DOOH can drive various outcomes, from brand awareness to purchase intent, especially when integrated with other advertising channels.
Digital out-of-home ads can feature compelling calls to action, QR codes, or unique URLs, guiding consumers directly to product catalogs, interactive experiences, or online and offline points of sale.
Ready to delve into the thrilling world of Dooh advertising and create a lasting impression on your customers? With Beeyond, you can do that and much more. Contact us today to schedule a demo!
