By Alex Mardikian

The internet opened up advertising by making it a two-way communication. Today, DOOH, which leverages the Internet of Things, is taking the concept further and is totally turning traditional advertising wisdom on its head.

DOOH shows us how the true benefits of advertising lie in sharing information and having a communication with the audience. A one-way monologue through static billboards, TV ads, and magazine ads is a thing of the past.

The audience, at home or outside, is fatigued and instinctively switches off mentally when faced with one ad too many. DOOH offers a way out – by using information as a tool for bettering lives of individuals and the community.

With Digital Out of Home, you can engage the right audience at the right time, and put them in the right frame of mind to take the desired action. DOOH can tailor information to the environment it operates in. So, in a casino you can communicate with patrons. In a restaurant, you can reach out to weight watchers. In a school, DOOH can educate interested folk about the merits of the activities being offered during summer vacations. The possibilities are endless. You can reach out to a niche. You can reach out to a mass audience, if you want to. But with DOOH, you’ll never be shooting in the dark.

When you have a system like VODXS that uses an intelligent network of faucet-based digital screens for displaying information, then you can generate a very high ROI on your marketing budget.

Be useful. Don’t serve ads. With a little creativity you can develop partnerships with a clientele that will appreciate you for making things easy for them.

Since, with DOOH you can disseminate information and engage an audience interactively, you are rewarded with data. This is information that you can use to target an audience with even greater accuracy.

DOOH can be coupled with geofencing technology to display location-specific content. Again, VODXS lets you do that. When you’re displaying content on an LCD screen placed above a faucet in a public washroom, you have the viewer’s attention for at least ten seconds. With these intelligent systems that can react to information obtained through near-field communication and display appropriate ads, you have two pointers to what a viewer will appreciate – location-based information from geofencing and NFC information obtained from smartphones. For example, VODXS in a geofenced restaurant urinal for men can welcome users who have been directed to it from a message that a DOOH kiosk sends to their smartphones.

Your business’s app that connects to DOOH can deliver user behavior details so that you can present the user with relevant information.

With DOOH in kiosks, traffic signals, and washrooms you can deliver information to a stationary audience and not one that is on the move. The message can be detailed and also interactive, because with faucet-based screens and digital signage kiosks, the viewer can reach out and participate in the communication.

DOOH systems that are placed at destinations such as theaters, restaurants, and malls can achieve higher recall because the viewer is relaxed and excited about having reached the venue. You have a far better chance of influencing a purchase decision when the kiosk or digital signage is close to the point of purchase.

With DOOH, you can time the messages to be displayed for maximum exposure and effectiveness. Static OOH does not offer this benefit. Timing coupled with the right location means that the information you wish to share will indeed reach the targeted audience. DOOH campaigns do not have to stay “on” all the time. The content can be updated immediately based on happenings. The information is fresh and as relevant as it can be. Contextual and relevant information for a local audience can lead to meaningful engagements.

You can run campaigns related to your niche and promote participation through digital signage. The campaign can be for creating product or service awareness or boosting brand recall. Live feeds sent from DOOH to social media can provide real time information to heighten an experience – whether at a sports event or a rock concert.