The Pros and Cons of Outdoor Digital Advertising: Is it Right for Your Business?

In today's fast-paced digital world, outdoor digital advertising has become a game-changer for businesses of all sizes. With the advent of digital out-of-home (DOOH), companies can now reach their target audience in ways that were never possible before.

Unlike traditional outdoor advertising, DOOH allows for dynamic and interactive content that can engage consumers on a whole new level. With the ability to display high-quality visuals, animations, and even real-time data, outdoor digital advertising ads can captivate audiences and deliver powerful messaging on the go.

And the best part? Outdoor digital advertising is not just reserved for big businesses with deep pockets. Small businesses can also benefit from this powerful advertising tool, reaching their local community with impactful messaging that drives awareness and sales.

So, is it right for your business? Here are the pros and cons of this groundbreaking technology.

The Pros Of Outdoor Digital Advertising

Wider audience reach

When it comes to advertising, getting your message in front of as many people as possible is key. After all, awareness is usually the first step in any marketing funnel, and it needs a high volume of impressions. That's where outdoor digital advertising comes in. With the ability to select multiple devices, locations, cities, and even countries, the reach of this advertising format is truly unbeatable. 

Whether you're promoting a product, service, or event, outdoor digital advertising can get your message in front of the right people, at the right time, whether they are driving by a highway, hopping on a subway, about to take a flight or shopping around in a mall. 

Naturally, the scope of your business will determine the scope of your outdoor digital advertising campaign. Your current goals and budget will determine whether you are ready to go big and make a splash, or maybe start with a small yet carefully well-planned campaign to generate a more focal buzz.

Dynamic & Flexible Messages

Outdoor digital advertising is becoming more popular as it allows brands to be more dynamic and creative with their messaging. DOOH ads can use dynamic creatives, which change based on factors such as time of day, weather, and location. This allows brands to display ads that are more relevant to the viewer and create a better connection with their audience. 

For example, a restaurant chain could use dynamic creative to display different menu items depending on the time of day. Breakfast items could be shown in the morning, while lunch and dinner items could be displayed during the afternoon and evening.

This type of advertising is much more effective than traditional offline advertising, which might have a "set on stone" creative that doesn't change based on external factors. And, at the end of the day, dynamic creatives give any brand ample opportunity to experiment, try new things, and keep its voice fresh and updated. 

This flexibility allows brands big or small to get the most out of their advertising budget and increase their chances of conversion. Outdoor digital advertising platforms like Beeyond can also provide real-time reporting, allowing businesses to monitor their campaign's performance and make adjustments in real-time.

Affordable, memorable & result-driven

Outdoor digital advertising is a cost-effective solution for businesses looking to promote their products or services. The lack of physical materials needed for digital billboards, as well as the ease of availability through programmatic platforms like Beeyond, make it an excellent choice for small business owners who want to promote their products without breaking the bank.

In addition to being cost-effective, outdoor digital advertising enhances brand recall, as it impacts people when they are out and about, rather than when they are at home watching TV or reading a magazine. For instance, a study conducted by Nielsen found that 56% of travelers recalled a specific digital billboard they had seen while on a road trip. 

Moreover, outdoor digital advertising is result-driven. According to the latest industry reports, 60% of consumers exposed to digital out-of-home advertising searched online for the advertiser, and 48% of consumers exposed to it visited one of the advertiser's points of sale. All in all, it seems that, no matter the size of your business, making space for outdoor digital advertising is certainly a winning strategy.

The Cons Of Outdoor Digital Advertising

Careful planning & strategy

Outdoor digital advertising may appear daunting to businesses without the necessary expertise and knowledge in the field. Credit where credit’s due: DOOH it's not just about creating an ad and placing it on a digital billboard. 

Careful planning and strategy are needed to ensure the success of an outdoor digital advertising campaign. With various moving parts, such as dynamic creatives, placements, audiences and locations, having the support of an expert team is crucial to craft a successful strategy that gets the most out of your investment.

For big advertisers, they may have their own marketing teams who have experience in creating successful campaigns, but have yet to dip their toes into outdoor digital advertising. On the other hand, small businesses will find it challenging to develop an effective strategy on their own. 

This is where companies like Beeyond come in, offering continuous support in planning, execution, and reporting, getting brands to reach their desired target audience and achieve their goals through outdoor digital advertising. As it's usually the case, with the right team behind you, you can create an effective campaign that will deliver the desired results.

Access and usability

In the same vein, getting access to outdoor digital advertising platforms might seem difficult for businesses that are just getting started, or traditional brands that have historically advertised through more classic formats. How are these programmatic platforms used? How do you set your first campaign? How do you get in touch with companies doing DOOH?

Well, you are here, so that’s the first step. Beeyond is proudly revolutionizing the outdoor digital advertising industry, with an easy and intuitive programmatic platform that’s ready to tackle any campaign, no matter the size. With self-serviced or managed-service models, there’s a solution for every brand that wants to amplify its message and take it out in the streets.

Are you ready to take your brand to the next level? If so, don’t hesitate to send a message to our representatives and request a demo. The open world of outdoor digital advertising is waiting for you