We all have heard of digital advertising and what it stands for. Usually, digital is connected to the internet and social media. More and more companies with their brands are finding new ways to get in medias res. Nowadays, the best mixture is to push your product in the hands of influencer who will present it to all of his followers. The influencer will get awesome free stuff and money while the brand receives awareness and higher chances to sell amongst people. Of course, that is not the only way to promote the product and boost up the sales. Classical advertising is also changing, research is showing that more and more of young population are not watching TV that often. In fact, they are changing the perception of PR & Marketing, so that swift and smart changes are much needed.
Although it appeared reasonable to push short commercials on social media and news sites, no add can avoid the power of add blockers which people are using almost everywhere now. No one wants to be bothered with watching the commercial, people just skip it. New On Demand services are also pushing the ads towards the edge. „I am paying this service 20$ per month, I don’t want to be bothered with the commercial!”-said every Netflix user ever(and it’s over 100 millions of them worldwide). I believe that the answer is in the Out Of Home industry, but the Digital one. Classical billboards are good but it doesn’t go well anymore with modern times. Information needs to be fast and clear, with the ability to adapt and change. We can agree that TV is soon to be past, but having 2 meters screen on streets, squares, coastlines-genius!
Digital Out Of Home basically represents TV and Internet on streets, and it can accurately target specific audiences in their natural surrounding. They are 100% measurable which means companies can see how much money they spent opposite the effect they gained. So, my humble conclusion is that if people don’t want to come towards the more, the add needs to go towards them, but in modern, easy going and the smart concept-the concept of DOOH industry.
Author: Luka Jakovčev
Picture sources:
https://www.linkedin.com/pulse/programmatic-ad-buying-platforms-digital-out-of-home-elena-mistri
https://vacantboards.com/dooh-inspires-new-forms-outdoor-advertising/