Digital Out-of-home

The agency for Digital Out-of-Home (DOOH) in the Central Coast

Advertising on billboards, bus stops, and in supermarkets is more effective than you think: 68% of US consumers say that they recall seeing an out-of-home ad on the way to a store, with 42% claiming those ads impact their purchase decisions. Marketers have taken notice, with 98% saying that they incorporate OOH advertising into campaigns with purchase goals.

But like all things, out-of-home advertising has evolved with the times. Screechy Cat Media is proud to be the home for buying Digital Out-of-Home advertising here in the Central Coast.

What is Digital Out-of-home Advertising?

Digital Out-of-Home, often abbreviated to DOOH, is the advertising industry term for ads that can be purchased programmatically on billboards and other outdoor or public display units. Through programmatic ad buying technology, agencies such as Screechy Cat Media can buy static or video ad space on digital display devices found in such places as bus stops, elevators, gas pumps, and along freeways.

These high-impact awareness ads are bought the same way we buy programmatic and ConnectedTV advertising—in Screechy Cat Media’s case, from the same Demand Side Platform (DSP). This enables us to utilize the same first and third-party targeting capabilities on Digital Out-of-Home as we do with banner or online video ads.

DOOH advertising can be geotargeted and geofenced (though audiences may be very limited for the latter). We also have the ability to select specific DOOH placements, say, only gas stations in the 93436 zip code, via our programmatic targeting. This targeting can create a powerful, localized awareness campaign. These ads can also include QR codes to encourage direct response.

Why run a dooh campaign?

Digital Out-of-Home is a $3B dollar per year industry, and for good reason: out-of-home advertising works. A recent study found Digital Out-of-Home outperforming broadcast and streaming TV performance in driving incremental lift—to the tune of 20% for in-person conversions.

DOOH takes billboards to the next level, by allowing advertisers to access specific inventory based on the demographic and geographic makeup of the folks who pass by. Instead of being committed to a static billboard for 3 months, advertisers can run video advertising during rush hours in corporate office buildings and nearby convenience stores, reaching their target with maximum efficiency.

Ideal dooh advertisers

Here in the Central Coast, Digital Out-of-Home inventory is scarce. While we can run DOOH campaigns locally, Screechy Cat Media does not recommend this advertising strategy for campaigns targeting only Santa Barbara and SLO counties.

DOOH is perfect for advertisers with a national or major market target, including:

• Event marketers & venues, hotels targeting inbound audiences from LA and San Francisco.
• Healthcare practices targeting pharmacies and hospitals
• Brands that sell products and/or services nationally.