DOOH, or digital out-of-home media, offers advertisers a number of great opportunities in the era of modern marketing and the value-added economy. Consumers spend a significant amount of time on social media, and brands in these markets have to work hard to capture consumers' attention. Therefore, companies need a different way to get their message across and build brand awareness.

A digital screen in Sikupill Prism

What is digital outdoor media?

Outdoor media does not interfere with people's activities and is therefore considered a natural part of the street scene. Brands and businesses with a positive and open mindset can be found in the best and most prominent places in cities.

Our digital spaces are located in Tallinn, Tartu and Narva. Digital screens can be found in city centre streets, bus stations, shopping malls and busy roadsides.

City Spark digital screen on Reid road

Reach a wider audience

Consumers are no longer relying solely on traditional media for information, making it even more difficult for businesses to reach consumers. For example, the popularity of online news has undermined the position of print newspapers, and paying for streaming services allows you to watch your favourite TV shows and films without ads.

Digital outdoor advertising has the potential to reach consumers when they are on the move - not stuck to the screen of a mobile phone or tablet. Few other media channels can reach their customers at the moment when other media noise is at its lowest.

Urban digital screen next to Stockmann department store

Flexibility

Advertising in traditional media gives advertisers relatively little flexibility in the content of their advertising. In order to capture consumer attention, the message needs to be as simple as possible, so that only a limited amount of information can be included in a single ad. But with digital outdoor advertising, the content can be tailored flexibly and on a case-by-case basis.

For example, a retailer can promote an upcoming promotional campaign by displaying daily counts on digital outdoor screens until the campaign starts. However, if the campaign was decided to be postponed, or if an unadvertised product appeared to be in higher demand, the content of the ad could change at very short notice. Digital outdoor media also makes it more convenient to run one- and two-day campaigns, for example on specific dates. With digital outdoor campaigns, the campaign does not necessarily start on a Monday and end on a Sunday, but can be tailored to the client's wishes and needs.

Urban digital screen on the wall of the Melon Business Building

Tell a story

Static advertising allows you to communicate only one message at a time, allowing you to tell a story about the content of your ad. As an advertiser, this allows you to explain to the consumer why they should buy from your business and make it as easy as possible for them to do so. To increase the effectiveness of your advertising and maximise interest with digital outdoor advertising, it is worth using moving images.

City Spark digital signage on Sea Road

Incorporating LED screens makes a static outdoor campaign even more effective! Binet and Field's analysis of the Binet and Field IPA databank has proven that campaigns incorporating digital screens are twice as likely to increase business metrics, including profits and market share.

There are many benefits to digital outdoor media, contact our project managers to find the best solution.

Sources:

Binet and Field, Marketing Effectiveness in a Digital Era, 2017