What is Digital Out of Home (DOOH) Advertising?
Digital out-of-home (DOOH) advertising is a form of advertising that uses digital displays to deliver messages to consumers in public places. DOOH displays can be found in a variety of locations, including:
- Bus shelters
- Train stations
- Retail stores
- Sports stadiums and arenas
- Gas stations
- Public restrooms
DOOH ads can be static or dynamic, meaning that they can change over time. Dynamic DOOH ads can be used to deliver targeted messages to consumers based on their demographics, location, time of day, and other factors.
DOOH advertising has a number of advantages over traditional out-of-home advertising, including:
- Targeting: DOOH ads can be targeted to specific demographics, locations, and times of day. This allows advertisers to reach their target audience more effectively.
- Engagement: DOOH ads can be more engaging than traditional out-of-home ads because they can be dynamic and interactive.
- Measurement: DOOH ads can be measured more accurately than traditional out-of-home ads. This allows advertisers to track the performance of their campaigns and make necessary adjustments.
DOOH advertising is a growing industry, and it is expected to continue to grow in the coming years. This is due to the fact that DOOH advertising offers a number of advantages over traditional out-of-home advertising.
Here are some examples of DOOH advertising:
- A digital billboard that displays different ads depending on the time of day and traffic conditions.
- A touchscreen kiosk in a mall that allows consumers to learn more about products and services.
- A digital display in an airport that shows flight information and targeted advertising.
- A series of digital screens in a subway station that show real-time news and weather updates, as well as advertising.
DOOH advertising is a versatile and effective way to reach consumers in public places. It can be used to deliver a variety of messages, including brand awareness, product promotion, and event marketing.
What is an example of Digital Out of Home advertising?
TikTok ads entered into the Digital Out of Home (DOOH) space by partnering with premier partners to extend the reach of a TikTok campaign to billboards, cinemas, and other commercial screens.
Your business can customize a package based on your campaign goals. Here’s a high level overview of how we can activate “out of phone” with TikTok ads:
Billboards: TikTok partnered with Adomni to expand their reach to 700k+ connected billboards nationwide. Businesses are able to drive genuine brand interaction on-platform, and start new trends that extend onto billboards, and back onto TikTok in a full 360 interactive campaign. Our program is equipped with moderation, curation, clearance and production processes that drive measurable value and memories for creators that’ll last. This program has offerings spanning ad extensions, custom 360 campaigns, and pop-up boards! Starting ad spend for this type of campaign is $400,000.
Theaters: Reach moviegoers before a feature film as part of our TikTok content block, provided by ScreenVision (2,200 theaters, 15,000 movie screens, 40% of screens) in the United States and Cineplex in Canada. Each business is provided a 1 to 2 minute selection of highly curated and entertaining TikTok+ content across an extensive networks of screens. Brands will be offered the chance to purchase slots adjacent to this content, generating an attractive, immersive advertising opportunity. The TikTok content will only appear on screen in months in which a sponsorship is sold. Initial content offerings will leverage the extensive library of pre-approved material from TikTok+ Content Library. The segment is two minute which involves 30-90 seconds of TikTok content, followed by the client’s brand segment (with intros and outros as well). This runs prior to a movie in the Partner’s theaters. Pricing starts at $300,000 and goes up to $1,000,000 for a full national campaign.
Airports: Extend your ads to over 2,500 airport screens and 500,000 hotels across the US through Reach TV, the largest airport & hotel television network with over 2.5k screens across 90+ airports in North America. TikTok and ReachTV have partnered to bring selected TikTok+ content to airport screens to entertain and delight travelers. ReachTV’s audience has a 70 minute average dwell time, so we have lots of time to bring joy and expose new users to TikTok during their travel journey. ReachTV is home to NBC/CNBC content, NFL games, originals, and more. They now have a dedicated TikTok content block in their programming and, each hour, selected TikTok+ content plays for 3 minutes, followed by an ad. TikTok and ReachTV share in the revenue for ads that are adjacent to TT+ content. Travelers are typically an affluent audience, making this a prime deal to sell ads against. Pricing starts at $350,000 for advertising.
Restaurants, Retail & Commercial Entertainment: We’re partnered with LoopTV which delivers 27M minutes of TikTok content per month. Engage millions of hard-to-reach consumers in real life when you advertise across Loop’s growing network of 71,000+ screens across all 50 states. Pricing starts at $300,000 for advertising and is based on availability and time of year.
If you’re interested in a OOH campaign, please contact AdvertiseMint immediately or call 844-236-4686. The Digital Out of Home process takes a minimum of 4-6 weeks to activate. The OOH partners will work with us to build a custom media plan tailored to the goals & campaign details/brief you share with us. An insertion order may need to be signed with each partner prior to running campaigns.