Digital Out-Of-Home (DOOH) is establishing itself as an essential lever in marketing strategies. Last November, Displayce carried out an in-depth study on “The DOOH market in France”, interviewing nearly 200 active users of its platform. This analysis highlights the current trends and prospects for DOOH in 2018.
A significant increase in the presence of DOOH in media plans in 2018
2018 marks strong growth for DOOH, with a 54% increase in its presence in media plans. The traders surveyed estimate that the share of DOOH will rise from 11% in 2017 to 18% in 2018, confirming a trend that has been rising steadily for several years.
Why is DOOH becoming an essential part of marketing strategies?
DOOH is appealing to advertisers thanks to its many advantages, including
- Increasing brand awareness (68%)
- Reinforcing drive-to-store by generating traffic at the point of sale (64%)
- Innovative positioning to differentiate from competitors (40%)
- The ability to reach consumers at the right time (36%)
This dynamic can be explained by the digitisation of advertising space, improved targeting and the flexibility offered by programmatic campaigns.
DOOH, a fast-growing strategic lever
With immersive and interactive formats, DOOH is transforming the advertising experience by offering content tailored to the context, time and location of audiences. This revolution in display advertising is perfectly in line with the digital marketing trends of 2018.
Sources: Survey “The DOOH market in France” – Displayce 2017