Digital marketing is a constantly evolving and changing medium. It is a mainstay in the advertising arena now, but didn’t exist 2 decades ago.
Now, experts estimate that ad spend on digital marketing could surpass more traditional means, like television.
The potential benefits for digital marketing are unique to it and definitely not like TV-they can’t be paused, fast forwarded, or skipped.
Digital ads can also be placed in spots that make the most sense and hit the best audiences for the product or service. Some can even report quantifiable metrics to the advertisers in real time.
While consumers are seemingly fed up with some forms of digital marketing, like mobile and online ads, the Out of Home industry offers digital ads placed in the places consumers who may be interested in them go, usually places where there are groups of people with similar interests, like airports, colleges, malls, bus stops. In some of those places, metrics are taken on how many people come through, like at the airport, helping to solidify the benefit of placing an ad there. And context matters! Placing the right product or service in an area where people looking for that product or service helps create a meaningful engagement that reverberates with consumers. Like placing alcohol ads near bars and pubs, and ads for high end items at airports.
But the benefits don’t end there. Here are some others worth mentioning.
Just being present in a real life setting is a huge benefit. When people are out, they are ready to buy and have come with that purpose in mind. Seeing ads in that mindset is a great way to be first in mind when consumers head to the register.
Digital screens have also become so advanced since their first appearance in the marketplace, they are even more attention grabbing, now with video capability. This feature captivates not only consumers, but marketers as well!
These benefits and others have helped push real world digital media to the forefront in driving online searches. No doubt the real life experiences will combine with ever evolving technologies to bring new and creative things to digital out of home advertising. What drives your consumer choices?