Ever used your smart phone to interact with a larger-than-life digital screen in a public place and won freebie coupons? Or seen a poster on a school bus or city fire truck for footwear you’ve been eager to buy and been guided to the nearest store for a discount? How about catching up with the latest developments in your organization on the display screen in the lobby or cafeteria?
These examples are variations of digital messaging and advertising that owners of prime real estate, such as public and private infrastructure and facilities, are venturing into. It is a trend that is catching on fast. As companies and public authorities explore new business models and non-core sources of revenue, out-of-home (OOH) advertising, and increasingly digital out-of-home (DOOH) advertising, is becoming more popular.
Properties that until now were seen as just a local square, public carrier, city bridge, train station or airport, have all become potential sources of revenue generation for the owners. With DOOH, advertisers are increasingly willing to rent space on prime real estate for a handsome sum to attract, engage and convert a large number of consumers to their brand.