1) Cost Savings
Traditional out of home advertising, like billboards, are known to be expensive, which allowed only top tier brands to have access to this form of advertising. Due to large contracts that involve physically printing and installing the advertisement, for many businesses, this was never an option - especially in prime locations.
Digital out of home advertising is changing this. No more printing, expensive installation, or issues with weather. New entrants to the out of home space going the digital route can pass these savings to consumers.
2) Precise Campaign Start and End Dates
Cost isn’t the only disadvantage of the old way of doing things, it also simply takes much longer. With digital out of home advertising, it is now easier than ever for businesses to choose specific dates with pinpoint accuracy they want their campaign to run for. With a flick of a button, a it can be shut off or started up.
3) Frequent Content Change
A consequence of the length of time and cost it takes to update ads in paper media is that it is rather impractical to frequently update the campaigns. With digital out of home mediums, its easy to tweak a campaign or experiment in short itterations until the advertiser has reached the content that is sticking with the target audience.
4) More Granular Targetting
One of out of home advertising’s continued benefits over web-based digital advertising is perfect geotargetting. If you buy a billboard on the side of the highway, you can rest easy knowing thats exactly where people will see your ad. The downside is you might not be able to buy billboards in all the places you would like to advertise, either due to the cost or availability. Digital ads on the internet usually provide many more targetting options, but rely on much less certain means to geotarget, usually using IP address of the browsing device.
With digital out of home advertising, its now possible to do more targetted scenarios one would be accustomed to with the digital web ads. For example, an italian restaurant in New York City might really only care about a specific block of time just before dinner. With digital mediums it is possible to buy that block of time in various locations instead of just a whole billboard. Other mediums, like autovue, do not have fixed locations and have the potential to combine custom geofencing with other means of targetting.
5) More Content Options
A billboard advertisement can stretch to the limit of the designer’s creative capacity. As long as that limit is a still graphic. That makes a connection in about 10 seconds or less. Delivered all in one shot. Ok, so maybe paper billboards are actually a little limited for what we expect in 2019. Many digital out of home mediums natively support video on their display devices, offering another avenue for advertisers to make an impact with their target audience. Digital out of home mediums also allow for multi-part or progressive ad experiences that were not possible before.
6) Interactive Features
New digital out of home advertising mediums give the ability for advertisements to have measurable interactons. QR codes, “click to learn more” features, and email entry allow advertisers to track lead generation and conversions, where before, out of home advertising was almost exclusively a top of mind awareness tool.