The Benefits of DOOH for Media Planners: A Comparative Analysis

The Rise of Digital Out-of-Home Advertising

In recent years, Digital Out-of-Home (DOOH) advertising has emerged as a leading medium for reaching consumers on-the-go. By leveraging digital displays in public spaces, advertisers can target their audiences in a unique and impactful way. However, with the rise of DOOH comes the need for media planners to understand its benefits and how it compares to other digital media.

Brand Safety

One of the primary concerns for media planners is ensuring the safety of their clients' brands. DOOH offers a unique advantage in this regard, as it allows for geotargeting and timing targeting, enabling marketers to reach their desired audience in designated areas and at specific times. This level of targeting reduces the risk of placement in undesirable environments, such as near explicit content or in areas with high levels of piracy. In contrast, search and social media platforms, while offering powerful targeting capabilities, can be more susceptible to brand safety issues.

Isn't DOOH just as susceptible to brand safety issues as other digital media?

While it is true that DOOH is not immune to brand safety issues, the medium offers several advantages that reduce the risk of placement in undesirable environments. Firstly, DOOH is a physically visible medium, making it easier for marketers to monitor and adjust their campaigns. Secondly, DOOH platforms are committed to providing transparency and accountability, with many offering technology solutions to detect and block unsuitable content. Finally, DOOH's physical nature means that campaigns can be quickly paused or terminated in response to any brand safety concerns.

Viewability

Another key concern for media planners is viewability, which measures the percentage of ad impressions that are actually seen by the target audience. DOOH excels in this regard, as its physical nature ensures that ads are always visible to the viewer. In contrast, display ads on websites and social media platforms can be easily ignored or hidden behind pop-ups and other obstructions. According to the IAB, DOOH has a viewability rate of 95%, significantly higher than the average viewability rate for display ads.

Isn't DOOH just as prone to ad-blocking as online display ads?

While it is true that some consumers may use ad-blocking software to prevent ads from being displayed on their devices, DOOH is less susceptible to this issue. Ad-blocking software is designed for online environments, and does not intercept ads displayed on physical screens. Furthermore, DOOH's physical nature means that ads are always present, regardless of whether the viewer has enabled ad-blocking software or not.

Fraud Prevention

Finally, media planners must be concerned with fraud prevention, as fake impressions and clicks can significantly erode the effectiveness of their campaigns. DOOH platforms are uniquely positioned to combat fraud, as they use physical displays and provide real-time reporting to confirm ad impressions. In contrast, online display ads are often vulnerable to click farming and bot traffic, which can lead to inflated performance metrics.

Aren't DOOH platforms also susceptible to fraud?

While it is true that DOOH platforms can also be subject to fraud, the medium offers several advantages that make it less vulnerable to these issues. For example, DOOH's physical nature means that fake impressions are more difficult to fake, and real-time reporting enables marketers to quickly detect and block any suspicious activity. Furthermore, DOOH platforms are subject to industry standards and regulatory oversight, which helps to ensure a level of accountability and transparency.

In conclusion, DOOH offers a unique set of benefits for media planners, including brand safety, viewability, and fraud prevention. While other digital media platforms may excel in certain areas, DOOH's physical nature and commitment to transparency and accountability make it an attractive option for marketers seeking to reach their target audiences in a responsible and effective way.