The Liveposter guide to DOOH

How DOOH came about

Digital out of home advertising – aka DOOH – first appeared in the early 2000s as a way of displaying moving image ads in public spaces like railway stations or the London Underground.

The idea was that moving images had a compelling appeal that gave the content extra impact, in exactly the same way that TV ads have more stopping power than their print counterparts.

Not surprisingly, given this background, early DOOH campaigns typically consisted of 20 or 30 second ads modelled on the TV experience. However, media owners and agencies quickly realised it made more sense to think of DOOH as animated posters rather than public TV screens.

The crucial difference was viewing time; instead of trying to hold the audience’s attention for up to half a minute, a poster makes its point in moments – an approach far better suited to busy public spaces where early DOOH screens tended to be installed. This simple but crucial insight helped establish DOOH by proving that it could be a successful, effective and valuable media channel in its own right.

Where we are now- DOOH today

DOOH’s share of OOH spend increased from 13.5% in 2011 to just over 19% in 2012 and 22% in 2013. Clearly it’s an idea whose time has come.
In the past, one of the biggest factors holding back the development of DOOH was technical differences in the various media networks. These problems really came to the fore when delivering innovative or real-time campaigns – although even a non-live, non-interactive DOOH campaign could oblige its creative agency to create up to 10 different DOOH ad executions just to take account of system differences.

The good news is that Liveposter largely eliminates these problems by providing a single, web-based interface to media owner networks. Using Liveposter, brands can easily create and run real-time or reactive DOOH campaign, something that was prohibitively difficult in the past.

At the same time, internet connectivity speeds have increased and consumer participation in social media has exploded. In response DOOH media owners have evolved their networks to support integrate live, data-rich, user generated content such as tweets, images and video. Today this combination of simple, web-based interfaces and support for different data sources means DOOH’s future has never been brighter.

What’s in it for me?
 The benefits of DOOH
The short answer is DOOH gives brands the power to reach the right people at the right time with the right message to get the right result.

The slightly longer answer is that the more relevant a message, the more chance it has of getting through its audiences’ mental defences and influencing their behaviour. Liveposter enables brands and businesses to target messages in a way that simply isn’t possible using alternative techniques, exploiting the power of the moment as never before.