By Sophia Garcia

Is all your inventory static? You’re going to want more digital-out-of-home inventory and here’s 4 reasons why:

1. Dynamic Content Displays

AI is here. Technology is moving fast.  The future of advertising is shifting more towards digital displays with personalized messaging.  Buy-in from big brands is important and if you want to win their business, upgrading to dynamic content displays is a step in the right direction.  A coffee shop can advertise a hot cup of coffee in the morning and switch to iced coffee ads in the afternoon as temperatures rise, all on the same screen.  DOOH also lets your customers advertise content based on specific times or events. A restaurant, for example, can advertise breakfast deals in the morning, lunch specials at noon, and dinner promotions in the evening.

2. Depreciation Of Cookies

Online privacy concerns are getting worse and policies are getting more strict.  More marketers and advertisers will turn to digital-out-of-home (DOOH) ads because Google is deprecating the use of cookies by 2024.  According to Brian Morrison, the CEO of Terraboost Media, “With the upcoming deprecation of cookies in 2024 and beyond, marketers will increasingly find value in location-based DOOH and OOH as our “one to many” media will not be impacted by forthcoming policy change and maintain its rich targeting capabilities into the future.”

3. Real-time Adjustments

Your customers can make real-time adjustments to their campaigns to get better results.  Ads not performing? No problem. The customer can tweak their ads in real time and get them replaced seconds later.  Traditional OOH requires a crew to manually replace the boards, which can take days or even weeks.

4. Integration with Other Media

Effective advertising leverages an omnichannel approach. When you seamlessly integrate across multiple channels, you create a more personalized customer experience.  DOOH can weave into other media channels, like Facebook, TikTok and Instagram.   A physical campaign in-store can turn into a digital campaign online.  You can harness the power of QR codes and retargeting to improve your customers’ conversions.

Wrapping Up

While there’s still value in OOH advertising, it’s undeniable that DOOH is poised to be the future. With its dynamic capabilities, integration potential, and real-time adaptability, DOOH offers customers more flexibility.

Are you considering adding more digital billboards to your plant?  Take the Billboard Insider poll below.  We’ll publish the results tomorrow.