Location is the name of the game



Location, location, location has long been the mantra of the real estate industry. Now it’s fast becoming the catchphrase of marketers looking to target elusive ‘on the move’ customers.

In fact, what’s known as ‘digital out-of-home’ advertising, or DOOH, is set to be the fastest-growing media channel. So much so that PwC predicts DOOH advertising revenues will outstrip those from sources such as mobile, video and on-demand by 2020.

So, what’s behind the meteoric rise of DOOH?

One. There are now more display screens coming on stream, in more locations. The falling price of LCD and LED display technology, and the emergence of a more established marketplace for programmatic advertising, are helping to fuel this expansion.

Two. Mobile and DOOH are becoming increasingly connected. That’s enabling the creation and accurate delivery of timely, targeted messages. In this, Bluetooth low-energy beacons that broadcast messages at specific locations to mobile devices, for example within a store or shopping mall, will be a game-changer.

Three. Cities are getting smarter. DOOH is increasingly being integrated into the digital infrastructure of cities. In the UK, Birmingham and Manchester already have ‘The Loop’ – an integrated network of full-motion digital locations linked by Wi-Fi and equipped with facial recognition that deliver content and relevant brand messaging to mobile devices in those areas.

Four. Digital displays are getting better at identifying target audiences. Gender recognition, gaze-tracking and vehicle recognition technology are all allowing ever more precise targeting. Emotion recognition technology, such as that already found on Xbox One games, will soon be rolled out into the wider world.

Five. Improved interactive displays. With higher-resolution displays, and technologies like OLED, transparent displays, quantum dot and HDR, displays can become more immersive and interactive, so consumers can engage with content at a much deeper level. This is going to be increasingly the case, with Microsoft’s Handpose software, for example, having the potential to track hand and even finger movements at a distance. Greater fiber connectivity also means live content can be streamed to screens worldwide, further deepening the immersive experience.

Do you know your level of Digitalization?

The dramatic rise of DOOH shows how fast the marketing landscape can change. So it pays to regularly reassess your digital strategy, not just to gain competitive advantage, but also to ensure a new technology doesn’t catch you unawares.

To help businesses get a better of understanding of what their next digital step should be, we created our Digitalization Index. Based on over 200 parameters and competitor benchmarks, this tool enables you to objectively identify your future digital priorities and how you can best exploit them.

Try your index here