By Scott Brown

When planning a DOOH campaign, you need to be aware of the choices available to you. The execution of the campaign depends on judicious choice of formats available. The target audience, timings, footfalls and campaign objective are factors influencing the format type. Correct selection of DOOH media formats can save you money, ensure smooth functioning and maintenance, and boost ROI.

Standard large format advertising displays

Digital Billboards – These are the biggest among the standard large-sized OOH media formats. Bulletins can be spotted on arterial roads where exposure to potential consumers is high. Invariably, bulletin boards attract eyeballs from vehicular traffic, but these do catch the attention of pedestrians. Bulletin boards can be customized for content, and their high visibility makes them a favorite for marketers targeting the masses. The ads can be rotated to accommodate multiple advertisers at a given time. The messages can be altered for an advertiser to reach out to an audience frequenting that route at a given point in time. Such timely messaging that can be viewed by many is a big plus with digital billboards.

Street furniture

This comprises the largest category best suited for both mass messaging and personalized interactions. These displays are usually at eye level or in close range of pedestrians. They are even placed strategically to influence automobile traffic.

Bus Shelter Panels – Bus shelters offer space to advertisers who can showcase products and services in an uncluttered setting. Usually, at a bus stand there are no more than two such ads mounted in glass frames. Routes with high footfalls attract digital signage at bus shelters. The target audience is a metropolitan population

In-store Advertising – These ads are found at supermarkets and convenience stores. The displays are available in many dimensions depending upon the location and objective. The attributes can change with location, such as shopping cart panels, above the aisle displays, digital messaging units close to escalators, floor graphics, etc.

Place-based Advertising

Place-based advertising offers the biggest opportunities for DOOH placement. Arenas, cinemas, gas stations, schools, conference halls, and parking lots are places where digital screens can be used to display full-motion videos, animated graphics, and text for reaching out to a relevant audience.