A few years ago, science fiction showed cities full of luminous screens with which passers-by could interact. Thanks to out of home (DOOH) digital advertising , this image of the future is a reality. DOOH is a trend in digital advertising . According to the consulting firm PwC, investment in digital out of home in 2021 will be 139 million euros, three times more than in 2017. So that you can keep up to date with everything that happens in this sector, I want to share with you the results of the fifth edition of the DOOH Study , carried out by Elogia in collaboration with IAB Spain in October 2019.
Do you want to know the 222 digital marketing trends and predictions that will change the landscape of our sector in 2022 ? Click here and download the individual email list free ebook that we have prepared for you with all the information. Present and future in DOOH figures (digital out of home) What is DOOH advertising? The digital out of home (digital advertising outside the home) is the evolution of outdoor advertising. Where previously we had static supports, such as billboards or canopies, we now have screens that display digital content. DOOH advertising offers a lot of new possibilities , such as showing different content depending on the moment or interacting with the consumer in real time, for example, through their mobile phone. Out - of-home digital advertising includes both outdoor media (billboards/monopoles, bus stops, transport and street furniture, banners and large-format advertising) and indoor media (in shopping malls, shops, subway stations, cinemas, airports, railway stations, etc.) train, etc).
How do consumers react to DOOH advertising? One of the most interesting facts from the Elogia study is that two-thirds of consumers (65%) react in some way to outdoor DOOH advertising, such as billboards or bus stops. Within this percentage, 50% state that out of home digital advertising motivated or influenced their purchase, 37% that it generated interaction or virality, 36% that it prompted them to seek information, 33% that it made them think of a product or brand and 24% who provided useful information.