As a modern business owner, you’re already painfully aware that capturing the attention of consumers has never been more challenging — or more crucial. As businesses strive to make every touchpoint count, the integration of digital out-of-home (DOOH) media with kiosks is a game-changer. Imagine offering your customers dynamic, interactive hubs that not only serve practical purposes but also engage and captivate audiences with tailored content.
What is DOOH (Digital Out-of-Home Advertising)?
The rise of out-of-home (OOH) advertising has made it easier to reach potential audiences on the go. However, thanks to evolving technology, advertising has steadily moved from static to dynamic digital ads as brands look to meet people wherever they are.
So, what is DOOH advertising, and how can it benefit your business? Unlike traditional static billboards, digital out-of-home advertising includes a wide range of dynamic digital displays, including digital billboards, interactive kiosks, and screens in locations such as malls, transit stations, and airports. These displays catch the eye of consumers using advanced technologies such as LED screens, real-time data integration, and interactive touchscreens to deliver engaging, contextually relevant content to audiences on the go.
Out-of-home advertising has been used on billboards, posters, murals, and more, but digitizing allows it to be more precise in targeting audiences and engaging. With more engagement, personalization, and other benefits, digitized advertising’s market value is growing four times faster than its non-digitized form. By merging the physical and digital worlds, DOOH offers unparalleled opportunities for brands to connect with consumers in impactful, memorable ways.
DOOH Example
Let’s imagine a scenario: Let’s say you’re a key decision-maker at an airport, and you decide to implement upgraded kiosks at your airport. The kiosks have new hardware and large touch screens that allow your airport to advertise seamlessly, benefiting both you and the businesses you’re partnered with. The airport earns alternative revenue by letting companies promote tours, hotels, and other relevant brands. Plus, passengers benefit from entertainment while waiting.
This example is just one way to leverage DOOH advertising. Many other establishments leverage kiosk technology to provide added convenience and spread brand awareness.
Benefits of Digital OOH Advertising
The impact of OOH combined with technological capabilities makes DOOH a powerhouse in creating brand awareness. Marketers are increasingly allocating budgets as technology advances and improves its capabilities. With other types of advertising having a few limitations, like consumers skipping ads, digital out-of-home media is an incredibly effective medium that reaches audiences.
Craft Compelling Content That Engages
In contrast to OOH, digital OOH content is more captivating because of the variety of vibrant media content that captures the attention of passers-by. Using short videos rather than static images increases conversions — 90% of buyers state video content influences their purchasing. Business owners can leverage digital-out-of-home marketing to create content with promotional messages, new product launches, or product offerings.
Boost Your Brand Visibility and Awareness
Kiosk-based DOOH boosts brand awareness in high-traffic areas where consumers interact with digital displays for services like rentals. These interactions expose viewers to dynamically updated brand messages in an engaging environment, creating unmatched exposure.
Its visual impact on the audience makes it easier for them to remember your brand. A study found that 70% of people don’t mind watching digitized ads, indicating that digital out-of-home media is a prime channel for engaging that substantial audience segment.
Reach Potential Customers Where They Are
People don’t have to be on their devices or at home to see DOOH ads. These new dynamic digital ads expand the opportunity further by bringing messages directly into public spaces like streets, office buildings, and shopping mall common areas to engage with people on the go.
Digital screens capture viewers outside of their homes in high-traffic common areas. A variety of industries can benefit from advertising with DOOH, from hospitality kiosks to retail kiosks, that target customers in real-time.
Create Engaging Cross-Channel Campaigns
DOOH advertising’s flexibility allows it to connect digital and physical advertising, to create a unified ecosystem that resonates with consumers. For example, digital billboards capture attention and engagement through QR codes and social prompts. This combination of physical space attention and online brand engagement is extremely powerful and effective. Interactive DOOH campaigns exemplify how outdoor ads can enhance journeys through multifaceted connections across digital and physical spaces. Cross-channel campaigns ensure consistent, continuous marketing messaging across consumer experiences, increasing awareness and conversions.
Give Your Business Another Revenue Stream
You can use digital kiosks to maximize your revenue if you operate digital kiosks in high-traffic areas like malls, airports, and public transit stations. You can generate additional income by selling advertising space on your rental kiosks to other businesses eager to reach audiences. For example, a well-placed self-service kiosk for rentals sees thousands of impressions daily, offering significant value to advertisers.
A great example is using a stroller rental kiosk to sell advertising space. Digital screens will alert customers of product availability and interactive screens complete transactions, but the large high traffic screens can display advertisements. Another example is bicycle companies that can use bike rental kiosks to advertise their goods when bikes aren’t available for rent. Monetizing the kiosks when they’re not being used makes them dual-purpose and earns the kiosk owner extra revenue.
Bypass Ad Blockers
People are so eager to block ads that a popular ad block tool has had 650 million downloads. DOOH advertising provides marketers with an unblockable alternative to reach an audience. Unlike ad pop-ups, it’s not intrusive or disruptive, and consumers can’t ignore it.
Whether on a billboard, bus shelter screen, or in another public space, digital-out-of-home media captures attention as people pass by or engage with the environment. Without an option to block these ads, like with pop-ups on individual devices, it’s a powerful promotional tool for brands looking to target specific people in a specific place.
Get More Innovative With DOOH Campaigns
Your campaign success stems from adding creative touches to the ads, making innovation a top factor for improving brand impact. Did you know that people are happy to pay extra for innovative brands? Consider what British Airways did with their “LookUp” DOOH campaign, which leveraged real-time data to make their digital outdoor ads dynamic. Your company can get creative and increase its reach with digital out-of-home ads.
Advanced kiosk features enhance creative messaging tied to location or user data on a remote management platform. Touch displays and data collection capabilities support innovative, personalized, targeted messaging. You can even incorporate interactive elements like surveys and games to engage audiences instead of creating passive viewing experiences.
DOOH Advertising Venues
Advertising isn’t just for billboards and giant screens in public venues like airports and sports arenas. Improvements in technology have created opportunities for smaller, context-specific environments. Digitized out-of-home ads can be placed in retail kiosks in grocery stores, coffee shops, taxis, and gas stations as starting points for hyperlocal campaigns tailored to each location.
If your business has kiosks, you can interact with customers and promote your products and services. Alternatively, you can rent space to other companies to promote their brands through static images, videos, and interactive ads. Digitized marketing can generate additional revenue and turn otherwise idle kiosks into profit centers. Kiosks’ dual utility and oft-centralized locations offer an engaging DOOH channel to drive brand awareness.
Large Format Venues
Large-format venues like digital billboards are easy to notice due to their sheer size and prime placement in high-traffic locations. That means massive opportunities for brands to advertise. They’re likely to capture the attention of travelers waiting for buses, trains, or drivers on highways. Billboard placement means huge volumes of people on the go will see these ads every day.
Displays around street furniture like bus stops and train stations are strategic because commuters see those ads daily, which can create a lasting impression and increase name recognition. Compared to traditional static formats, digitized media on billboards allows for dynamic messages that enhance the ability to target ads based on location, day and time, and mobile data.
Location-Based Venues
Location-based venues like airports and movie theaters provide an excellent opportunity for companies to leverage digitized advertising for related content. As audiences move through these environments, they may be waiting for a movie to begin or for a plane to start boarding, which means ads receive extended views.
Kiosks within airports allow advertisers to optimize touchscreen kiosks equipped with advanced software integration to provide engaging content. An airport can use its kiosks to charge hotels and car rentals to advertise their relevant services. So, as travelers check for flight information or directions, they find the ads helpful for some of their other needs, and brands get access to international audiences without going where they are.
Companies can use these location-based venues to advertise their own internal campaigns. For example, healthcare kiosks allow patients to check in for appointments, fill out paperwork, and fill in surveys. After the patient checks in, the kiosks can display reminders for inoculations or upcoming health initiatives.
Point-of-Purchase Venues
Point-of-purchase venues that use digital out-of-home advertising, such as grocery stores, retailers, and gas stations, provide a valuable opportunity for brands to reach consumers. As people shop and make purchasing decisions, they are a captive audience surrounded by DOOH displays. Kiosks in point-of-purchase locations can promote specific items and brands available in the store through images and videos. Kiosks can also inform customers about discounts and promo codes.
Other companies can buy targeted ads based on specific products in that venue, which enhances their reach and can increase conversions. DOOH is the king in helping customers shop and allowing brands to influence customers in-store.
As an example, kiosks in parking garages enable drivers to pay for parking electronically and print tickets. Companies can also use them to provide interactive directories with sponsored listings for services within the parking facility or surrounding areas. This combination can be especially powerful in malls or other shopping-centric areas.
DOOH Advertising Best Practices
With competition from other brands using DOOH, you’ll need to find ways to get the best out of the advertising and stand out. The following are examples of what you can do with your out-of-home advertising plans.
- Focus on your audience: Tailor your content to reach your targeted demographics. Capturing potential consumers is critical as it increases conversions.
- Use motion or videos: The essence of digitized advertising is to make it more engaging. Static images are less engaging than video, so incorporate subtle animation, transitions, or motion graphics to grab attention as people walk or drive by.
- Make ads big, bright, and bold: People see digital screens from a distance, so simplify designs and use large fonts, high-contrast colors, and clear, legible text.
- Use simple, easy-to-understand messaging: DOOH ads only have seconds to communicate with viewers, so focus on a clear call-to-action and convey your message simply.
- Location-aware content: Target ads based on geofencing to make them contextually relevant as viewers pass by. For example, advertising for a local restaurant on kiosks at nearby intersections.
- Creative rotation: Viewers can stop noticing static ads. To prevent ad blindness, rotate a variety of ads in the same slot to maintain freshness.
Go Digital with KIOSK
Digital out-of-home media presents a more innovative and engaging way to advertise. With the right content and targeting, brand visibility improves better than in traditional forms of advertising. There’s no better way to capture your target audience than sending a message on screens they’re already seeing without worrying about ad blockers.
New high-tech kiosks act as your customer service and sales marketer by allowing you to advertise. These dual-purpose kiosks can also keep your revenue taps flowing when you charge other companies to promote their products when your kiosks aren’t actively serving your customers. It’s a win-win!
At Kiosk, we have experience developing different types of kiosk machines for retail, healthcare, hospitality, government needs, and more. Contact us to learn more.