DOOH stands for Digital Out of Home and is the English term for digital outdoor advertising. In contrast to traditional Out of Home (OOH) advertising – such as posters on lampposts, advertising pillars or house walls – DOOH is purely digital and therefore opens up many new possibilities in outdoor advertising.
There are now more than 120,000 DOOH screens in Germany, and this form of advertising is also one of the fastest growing media worldwide. Although digital out-of-home advertising is still a relatively new advertising medium, it has already attracted a great deal of attention. This is shown by the results of a current trend analysis from 2019 on the perception of DOOH media, published by the Fachverband Außenwerbung (FAW ) in collaboration with the agency outmaxx media service.
DOOH measures do not go unnoticed, especially among younger target groups, who are also particularly relevant to advertising.
What advantages and opportunities does Digital Out of Home (DOOH) offer?
Digital Out of Home (DOOH) offers a wide range of advantages and opportunities. The greatest opportunity lies in combining the strengths of traditional media with the advantages of digital marketing. For example, reach and public visibility can be optimally combined with digital playout conditions such as weather conditions or time of day.
A key advantage of digitalization is the use of moving image content as an out-of-home measure. Moving images are real eye-catchers, remain in the memory for longer, generate a stronger emotional impact and enable greater identification with the advertising message.
Another plus point is the more flexible installation of digital screens: These can be placed flexibly both indoors and outdoors – even in the middle of the room, without being as obtrusive as classic posters.
In addition, digital outdoor advertising offers a more precise target group approach with a greater reach. Advertising measures can be used in an even more targeted manner and different target groups can be addressed at different times. Even short-term adjustments, such as changes in the weather or current events, can be easily implemented.
Another positive aspect is the conservation of resources: no paper consumption and no chemical poster production are necessary. In the future, technological developments such as WLAN, beacon technology or facial recognition could enable even more targeted advertising.
What are the disadvantages of Digital Out of Home (DOOH)?
One disadvantage is that competition on digital screens for the attention of target groups and consumers is increasing sharply – similar to other digital advertising measures. It is therefore particularly important to develop high-quality and creatively designed content in short, quickly graspable formats in order to stand out from the mass of advertising messages.
Another disadvantage – particularly from an environmental perspective – is the high power consumption caused by the operation of over 120,000 digital screens in Germany alone. These usually have to be operated around the clock, which results in considerable energy consumption.