| Many different types of digital advertising products | | | | make an impact. For instance, many markets have |
| exist in the out-of-home arena. In fact, almost every | | | | areas providing big screen opportunities. Times |
| out of home advertising (OOH) category has some | | | | Square, Las Vegas and Atlanta are just a few of the |
| form of digital products available. Capable of reaching | | | | markets providing such opportunities. |
| audiences with multiple messages and exciting | | | | How the Medium is Measured - |
| graphics, digital video screens can target consumers | | | | The Out-of-home Video Advertising Bureau (OVAB) |
| almost anywhere they spend their daily lives--while | | | | has audience metric guidelines in place for video |
| they are riding in elevators, shopping, playing golf, etc. | | | | advertising networks. For more information, please |
| Benefits of the Digital Video - | | | | refer to the OVAB Web site. |
| One of the benefits of these OOH advertising | | | | Markets Available - |
| networks is the ability to narrowcast. An advertiser | | | | Digital video is one of the fastest growing alternative |
| can reach almost any demographic target because | | | | advertising categories. The larger markets have had |
| they are only limited by venue availability. For | | | | the networks for some time, but now digital screens |
| instance, if you want to reach men who love sports, | | | | have grown into some of the smaller markets as |
| advertise in sports bars, health clubs, golf courses | | | | well. The technology has become more affordable, |
| and stadiums. To reach mothers, advertise in | | | | and the smaller, local companies in those markets |
| shopping areas, grocery stores, fast food restaurants | | | | that have always had indoor advertising in local |
| and pediatrician offices. | | | | restaurants, health clubs and bars are starting to |
| Other benefits include the creative flexibility. An | | | | implement the digital networks' advertising programs. |
| advertiser can change messaging throughout the day, | | | | Not only are the digital networks growing |
| week, or month, making the ads more relevant to | | | | geographically, but also by venue. Today, an |
| the consumer at that time. The quick turn-around | | | | advertiser can reach customers at the horse track, |
| time is a great benefit to the OOH industry, making | | | | doctors' offices, veterinarians' offices, transit venues |
| the planning stages shorter and the medium more | | | | and school campuses. |
| desirable. | | | | New Technology - |
| How Digital Video is Used - | | | | Some of the new technology is evident in the |
| Digital screens / video networks can target | | | | interactive displays as well as the measurement of |
| consumers in a geographic area or target a specific | | | | shopper engagement. An advertiser can find out who |
| demographic / psychographic audience. If an | | | | actually looked at the displays, the percentage of |
| advertiser targets a particular DMA, changing | | | | shoppers who were engaged, and even when (time |
| messages on taxis, eye-level street displays or | | | | day) the customer looked at the ad message. |
| general retail outlets can be used for a broad reach in | | | | Digital spectaculars and other forms of outdoor video |
| that area. To target a certain type of consumer, the | | | | advertising are growing in almost every major DMA. |
| message can be a little more intimate, targeting | | | | As the technology continues to become more |
| particular venues frequented by specific | | | | affordable and the ROI increases, many smaller |
| consumer-types (as described above). | | | | companies will get on board with digital video. |
| An advertiser can also use the digital networks to | | | | |