WHAT EFFECT IS TECHNOLOGY HAVING ON THE DOOH SECTOR?
There are many industry innovations affecting both advertisers and audiences alike.
AI and AR are transforming solutions that can be offered to advertising clients, while also positively impacting engagement and retention with audiences.
IoT is also contributing to audience measurement and attribution modelling – as a result, we can offer advertisers more precise and engaging campaigns, and property managers more brand and messaging visibility-enhancing ROI and customer/resident engagement.
WHAT ARE YOUR THOUGHTS ON THE EVOLUTION OF DOOH?
The evolution of DOOH has been remarkable, transitioning from static billboards to dynamic, data-driven experiences.
This transformation has paved the way for an exciting future, where DOOH seamlessly integrates into smart cities, providing real-time updates and personalised content to engage audiences like never before.
Additionally, DOOH’s commitment to sustainability is promising, with efforts to reduce environmental impact while enhancing overall effectiveness, promising a greener and more engaging advertising landscape for the years ahead.
This continued innovation ensures that DOOH remains a dynamic and influential medium in the ever-evolving world of advertising.
HAVE YOU SEEN A RECENT DOOH CAMPAIGN THAT REALLY CAUGHT YOUR EYE?
Earlier this year, Bulgari partnered with us to celebrate a significant milestone.
They not only showcased their campaign on our North Hoarding, but also dominated all our large format screens in DIFC.
The captivating visuals on our screens beautifully exemplified the power of DOOH, while strengthening brand presence.
WHAT ARE CLIENTS ASKING YOU FOR?
Clients are increasingly looking for immersive ideas to captivate their audiences. They’re interested in circuit takeovers to dominate specific locations and testing circuits for optimising campaign effectiveness.
They also want to harness the power of analytics and AI to better understand their target demographics, optimise ad placements and measure the impact of their DOOH campaigns.
HOW CAN DOOH BE BETTER INTEGRATED INTO THE MARKETING MIX?
DOOH is already a powerful tool, but there’s a need for more education about its impact and effectiveness.
It should be seen as a storytelling tool that weaves the brand’s narrative throughout the customer journey, playing a pivotal role in all components of the marketing mix, from product placement to promotion.
-By Niall Sallam, Chief Executive Officer, Elevision
