It would be an understatement to call the last few years the world experienced just ‘disruptive’. For nearly every aspect of everyday life and business, starting with 2019, we were dramatically ushered into a completely new era: breakthrough technology has made the digital world and reality more intimately intertwined with the ‘real’ one while Covid-19 has drastically changed routines in the workplace, leisure, and, very importantly, in consumer behavior.
The good news is that traditional, highly popular types of advertisement, such as advertising through TV or outdoors via billboards and posters (out-of-door) isn’t going away. It is only getting a digital facelift that makes them more affordable and more efficient in one stroke, by becoming CTV (Connected TV) and DOOH (Digital Out-Of-Home) advertising.
Both CTV and DOOH advertising and marketing campaigns are on the rise and will continue to be. Here is everything you need to know about how both will boost your business in a more affordable, more efficient way.
What is CTV and DOOH?
Connected TV (CTV) refers to the advent of streaming services delivering viewing content directly to a household’s smart TV. Such streaming services are Netflix, Hulu, Roku, Disney Plus and more. They have become the most popular way of consuming TV content as of 2022. CTV advertising is when advertisers stream their ads directly to the household’s smart TV.
Because of the high popularity of CTV, and the projection that it will keep gaining popularity around the world, CTV advertising has become the newest must-have style of advertising for any kind of business. Unlike traditional TV advertising, where a single ad reaches a vast audience without capacity for differentiation per target audiences, CTV advertising allows for different ads to reach different audiences at the same time. Just like Google or Facebook ads, CTV ads will consider the smart TV user’s online activity, preferences, consumer behavior, geographic location, and more. This allows CTV campaigns to be extremely flexible and target multiple niche audiences at the same time, making them a lot more efficient in pushing viewers to convert to consumers.
Out-of-home (OOH) advertising is your classic, traditional billboards, posters, and other advertising content that you notice outdoors. Digital Out-of-home (DOOH) advertising refers to digital billboards, posters, and other projector devices in the outdoors that broadcast assorted ads. The same advantage that CTV has over traditional TV advertising holds for DOOH compared to OOH: While the advertisement on a traditional billboard cannot change according to different outdoor conditions (e.g. chance according to the weather, the temperatures, whether there are crowds or whether there are traffic jams, or even based on rough AI scanning of the people within range) to cater to spur-of-the-moment buys or to drive a message through to more specific audiences, DOOH advertising can.
Depending on the technology of the billboard, ad messages can and do chance to reflect needs that can arise due to specific conditions in the environment, the date, or other parameters. So, for example, if in the morning it’s very hot, the ad might reflect that with advertisements for ice creams, cool smoothies, or a fan. If later in the day the temperature drops, the ad might change to hot beverages or warm clothing. If the date is connected to specific celebrations or anniversaries, content can reflect that (e.g., vegan food products during Lent season). DOOH manages to drastically increase engagement compared to OOH exactly because advertisements are responsive to circumstance, which makes people notice them a lot more frequently when outdoors.
DOOH can also include video ads and other interactive media depending on the technology, increasing engagement even more.
Benefits of CTV and DOOH for your business
Just as was shown with the advent of social media marketing, data-driven advertising is extremely effective in reaching your business’ target audiences as well as increasing them. When you can tailor the message, you display to users according to their specific, personal needs and characteristics, you are far more likely to have them converted to customers.
CTV and DOOH advertising provide the same flexibility that exists in social media advertising and other interactive digital media on a far bigger scale. Combining the exposure of traditional methods of broadcasting your message (such as TV and OOH) with the digital aspect yields flexible, massively accessible campaigns that will consider needs, behaviors, demographics, geolocation, and more parameters into who sees what, when, and where.
The immediate benefits for your business include:
Maximization of ad engagement and higher rates of completion regarding video ads.
Data gathering measurements have high accuracy and attribution of consumer behaviors is also more immediate and correctly identified.
Flexibility in the messaging: you can have many versions of the same ad message in a single campaign.
All in all, despite the disruptive nature of our times, it is a very promising period for advertising, as you can add even more powerful tools to your arsenal of reaching the right audiences at the right time, through CTV and DOOH!