According to IAB Europe, Magna, GroupM, and local Industry bodies, Digital Out Of Home Advertising is now the second fastest growing advertising medium - trailing only the mobile internet- and is predicted to account for over 30% of Out Of Home revenue in some mature markets. That will be achieved through a Compound Annual Growth Rate (CAGR) of 13.7% for DOOH between 2018-24 (this compares to a CAGR of 0.5% for traditional OOH over the same period.
Some of the advantage of Digital Out Of Home compared to traditional OOH are :
- Hyper Targeting - More ability to target via demographic, geographic, income group etc. Visuals can also be adapted to context and audience.
-Greater Impact - Allows reach content and interactivity with full motion video, real-time content, social media engagement, syncing and touch screen interactivity, AR, mobile to screen and gesture.
-Flexibility / Real Time Creative - Allowing content to in effect be created and edited in real time in response to data triggers in any and every site location.
-Cost Saving and More Sustainable - No production cost and lower technical fees. No materials required so not wastage of materials.
