Digital out-of-home advertising is evolving so far beyond just being video billboards that, like mobile, the channel category may soon split into multiple channels.
‘A canvas’ for a new generation
For Gregg Witt, chief strategy officer at youth-oriented marketing agency Engage Youth, outdoor digital screens can be seen as an extension of social media.
There is “so much noise in [conventional] social,” he said. But, when curated Instagram posts are displayed on a digital screen outside a concert or some other event, it becomes “a canvas, an opportunity for the new generation to be part of the experience.”
This also elevates the status of any event-goer whose Instagram post gets selected and shown, he said. In multi-channel campaigns, Witt said he considers DOOH to be most effective at the top of the funnel, generating awareness of a product — not unlike broadcast TV ads. Outdoor ad firm OUTFRONT Media says that DOOH introduces a brand, and an accompanying social campaign can offer “a personal invitation to engage with that brand’s culture.”