Top 5 Reasons to Include DOOH in Media Plans
A recent UK study reveals opportunities for brands investing in Digital Out Of Home, highlighting its essential role in omnichannel strategies.
The new “Omnichannel Decision-Makers Study” by DPAA (Digital Place-based Advertising Association) in the United Kingdom highlights opportunities for brands investing in Digital Out Of Home (DOOH). This pioneering study explores UK brands' perceptions about digital outdoor advertising, indicating significant opportunities and optimism towards omnichannel strategies. The report outlines five main reasons brands include DOOH in their media plans:
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Complement digital strategies (43%)
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Geographic targeting (41%)
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Engage consumers on their purchase journey (39%)
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Contextually relevant targeting (32%)
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Brand safety and non-skippable ads (31%)
Promising outlook
The study found 95% of omnichannel advertisers plan to maintain or increase DOOH investments in the next 12 months, and 93% believe integrating DOOH with other channels enhanced efficiency and ROI by increasing relevance along the customer journey. Moreover, 81% plan to recommend this advertising approach due to reach and the ability to combine digital innovations with creative flexibility and precise targeting. Nonetheless, experts suggest ongoing analysis of outdoor advertising to better understand drivers of this growth, optimize benefits, and collaborate effectively with clients.
