Beyond the Screen: How Do Brands Reach Consumers in the Real World?
Users are increasingly favoring real-world experiences; by integrating context and digital data, DOOH/PDOOH enables brands to capture attention more effectively.
Personal screens are becoming increasingly cluttered with content and advertisements, making it harder than ever to capture genuine attention. Simply reaching an audience is no longer enough; brands must forge connections that are relevant, engaging, and memorable.
Meanwhile, real-world experiences are gaining prominence, especially among the younger generation. According to an Eventbrite survey, 74% of Gen Z respondents believe that in-person experiences are more significant than digital ones. Research from McKinsey further indicates that 71–88% of consumers remain highly engaged during live events, compared to only 57% when watching online videos.
This presents a prime opportunity for programmatic digital out-of-home (pDOOH) advertising.
This channel bridges the physical environment with the flexibility of digital media. Through programmatic buying and dynamic creative content, messages can be tailored to the moment—such as promoting iced coffee on a hot afternoon or highlighting an upcoming event nearby. Data from the OAAA and The Harris Poll shows that 73% of adults aged 18–64 would visit a nearby store the same day if an ad indicated that items were available for immediate pickup, while 87% would take advantage of a time-sensitive offer. DOOH also serves as a powerful complement to omnichannel strategies, working alongside mobile, social media, and connected TV.
Each environment offers unique opportunities:
- Retail: Reaching consumers close to the point of purchase
- Sports and events: Tapping into the excitement of fans
- Public transit: Building reach through daily commuting habits
- Travel and hospitality: Connecting with travelers as they seek out new destinations and experiences
When planning a campaign, marketers should ask themselves: Where do audiences spend their time when they aren’t looking at their screens? And what role does each environment play? How can experiences be connected across different channels? And how is success measured?
In this digital age, the physical world still holds a unique value: the opportunity to encounter people in the midst of their everyday lives. Successful brands are those that understand not only where their audience is, but also how to reach them in a truly meaningful way.
Source: broadsign.com
