HOW TECHNOLOGY HAS IMPACTED DOOH (Digital Out Of Home) ADVERTISING IN 2023
In recent years, technology has transformed the way advertising works. With the rise of digital out of home (DOOH) advertising, brands can now engage with their target audience in a more interactive and engaging way than ever before. Advances in technology have enabled DOOH advertising to become more targeted, dynamic, and measurable, which has opened up new possibilities for advertisers. As we move into 2023, it is worth exploring how technology has improved digital out of home advertising and how advertisers can leverage these advancements to make the most of their advertising budgets.
One of the most significant ways technology has improved DOOH advertising is through the use of data. Advertisers can now access a wealth of data from out of home data sites to help them better understand their target audience. This data includes information on demographics, behaviors, and even real-time location data. With this data, advertisers can create more targeted and personalized campaigns that resonate with their audience. An advertiser could use real-time data to display ads for rain gear during a sudden downpour or promote a particular restaurant to people within walking distance.
Another significant way technology has improved DOOH advertising is through the use of programmatic buying. Programmatic buying is the automated buying and selling of digital advertising in real-time using machine learning and artificial intelligence (AI). It allows advertisers to target their audience more effectively and efficiently. Advertiser can use programmatic buying to target people who are most likely to be interested in their product or service, based on their online behavior, location, or other factors. This level of targeting is much more effective than traditional forms of advertising, such as billboards or radio ads, which are less targeted and more difficult to measure.
In addition to programmatic buying, technology has also enabled DOOH advertising to become more dynamic and interactive. Advertisers can use facial recognition technology to display targeted ads based on the viewer’s age, gender, and mood. They can also use augmented reality (AR) to create more immersive experiences for viewers. These new technologies enable advertisers to engage with their audience in new and innovative ways that were not possible before.
One of the most significant benefits of DOOH advertising is that it is highly measurable. Advertisers can use data from out of home data sites to track the effectiveness of their campaigns, including metrics such as views, engagement, and conversions. They can also use A/B testing to determine which ad creatives are most effective, and adjust their campaigns accordingly. This level of measurement is much more precise than traditional forms of advertising.
One notable player in the Nigerian advertising space that is pioneering some of these innovations is www.nimbus.com.ng. Nimbus has been at the forefront of digital out of home advertising in Nigeria, leveraging advanced technology to deliver targeted and measurable advertising campaigns to brands. With their cutting-edge technology and data-driven approach, Nimbus has been able to help brands reach their target audience more effectively and efficiently. They have also been incorporating new technologies like programmatic buying and augmented reality to create engaging and immersive experiences for viewers. As a result, Nimbus has been able to differentiate itself in the competitive advertising space in Nigeria and has become a trusted partner for many brands.
In conclusion, technology has revolutionized digital out of home advertising, making it more targeted, dynamic, and measurable. With access to data from out of home data sites, programmatic buying, and new technologies like facial recognition and AR, advertisers can engage with their audience in new and innovative ways. The result is more effective advertising campaigns that are tailored to the needs and interests of the target audience. As we move further into 2023, it is likely that we will see even more advancements in DOOH.