By  Scott Brown

DOOH gives you the liberty to communicate with individuals by using custom content, and with VODXS, you can take interactions based on bespoke content to another level.

With digital signage, you can match the content with the mood of the viewer. Advertising and marketing are moving away from creating customers and are increasingly focusing on creating communities. DOOH facilitates this because it makes communication enjoyable. It is a giant technological leap over static OOH.

Improvements in hardware, software, and data-capturing techniques have led marketers to invest in DOOH because it enables them to place the most appropriate message in front of an audience at the right time. You can also choose the channel you wish to use through digital signage. It could be a giant billboard, a small screen, a kiosk, or a faucet ad system in washrooms. Marketers can leverage first-party and third-party data to come up with custom content that also takes into consideration the area, weather, time of day, date, month, specific events, and other factors that can contribute to weave a narrative that will appeal to the reader.

Online and TV ads have exposed consumers to contextual content and they expect the same from DOOH. But DOOH can deliver more. It can present content updated in real time – content that is updated based on information culled from other devices through NFC or short surveys.

With data at their disposal, businesses can create multiple combinations using the same master-set of information. Data drives every stage of the DOOH marketing process – planning, purchasing, producing, and displaying. The content displayed varies in language and context based on where in the world it is being displayed. This level of localization for a mass audience or individuals is a sterling trait of digital signage, and what’s more you can advertise via DOOH almost anywhere, even in harsh weather conditions. DOOH can take your message to an audience, even if it is traveling.

Depending on your business, location of the digital signage, and data that you use, you can drive footfalls to your establishment. For example, you can use weather data to promote drinks – hot or cold – at your establishment. Automakers can drive home the message of fuel efficiency that their vehicles offer every time there is a rise in gas prices. There’s no industry that cannot come up with customized and creative communications to reach out to an audience.

Once you understand that data-driven DOOH campaigns can be made highly contextual and responsive, you can factor this insight into the campaign planning process.

Advertising is moving towards increasingly customized messaging, and this can only happen via data. Because DOOH can be integrated with the internet and because of the wealth of data already available with OOH advertisers, it is possible to initiate DOOH campaigns on a firm footing.

If you have a great product or service, then you must converse about it. Don’t just advertise, communicate. You can do so online and you can catch the same audiences’ attention offline through DOOH. The best part about engaging via DOOH is that you can do so on a regular basis, and seamlessly resume an offline conversation on social media or your blog. This is how you create brand influencers and convert potential customers into long-term clients.

Digital signage placed appropriately facilitates not just brand recall but informs about the many aspects of your business; when the messaging is customized, it informs of those aspects that are most relevant to a viewer. For example, faucet-based ad serving systems in washrooms can respond to information gathered from smartphones through NFC and serve an ad or a message most relevant to the individual. It could be anything, from the dangers of fast food for diabetics to a discount on haircare products. The information can be customized based on gender, since washrooms are invariably segregated into men’s and women’s, and also other factors such as age and affluence.