What is DOOH advertising? The digital out of home (digital advertising outside the home) is the evolution of outdoor advertising. Where previously we had static supports, such as billboards or canopies, we now have screens that display digital content. DOOH advertising offers a lot of new possibilities , such as showing different content depending on the moment or interacting with the consumer in real time, for example, through their mobile phone. Out-of-home digital advertising includes both outdoor media (billboards/monoposts, bus stops, transport and street furniture, canvases and large-format advertising) and indoor media (in shopping malls, shops, metro stations, cinemas, airports, railway stations, etc.). train, etc.).
How do consumers react to DOOH advertising?
One of the most interesting data from the Elogia study is that two thirds of consumers (65%) react in some way to outdoor DOOH advertising , such as billboards or Albania Email Lists bus stops. Within this percentage, 50% affirm that out-of-home digital advertising motivated or influenced their purchase, 37% that it generated interaction or virality, 36% that it encouraged them to search for information, 33% that it made them think about a product or brand and 24% that provided useful information.
We can observe the following
Motivation or influence on purchases : for 12% of consumers, the DOOH helped them in choosing their purchases, while 10% went to a place or store indicated by the IT Email List advertisement and a similar percentage took advantage of a offer or discount voucher. Engagement or virality : 19% commented on the ad or information they saw, 7% followed the brand through social media, 6% shared the information on social media, and another 6% downloaded an app.
