Digital Out-of-Home (DOOH) advertising is revolutionising how brands connect with their audience. With programmatic technology at its core, Digital Out-of-Home advertising is transforming message delivery, enabling real-time, location-based targeting across outdoor posters, transport hubs, and in-store displays – something previously unimaginable in traditional outdoor advertising.
Tim Samuel, COO of Smithfield, cuts through the jargon:
“Let’s get to the heart of what DOOH really is. It’s not about buzzwords like ‘hyperlocal’ or ‘omnichannel’ – it’s about putting the right message in front of the right people at the right time. Imagine a poster that knows who’s walking by and can change its mind about what to show. That’s the power of DOOH. It’s turning every digital screen into a smart, responsive advertising opportunity.”
Why is DOOH growing in the UK?
The UK’s Digital Out-of-Home (DOOH) landscape is evolving rapidly, driven by several key trends:
Expansion of digital inventory
The growth of Digital Out-of-Home advertising in the UK has been remarkable, signalling a major industry shift towards digital formats. According to the IAB UK’s Compass report, DOOH spending has surged significantly over the years. In 2015, DOOH accounted for £337 million out of a total Out-of-Home spend of £1,058 million. By 2027, it is projected that DOOH will reach an impressive £1,314 million out of a total £1,512 million in OOH spend, underscoring the digital revolution in the sector.
Despite representing only about a third of the UK’s total OOH inventory, DOOH accounts for an impressive 63% of total OOH billings as of 2022. This disproportionate share highlights the increasing importance of digital billboard advertising in reaching audiences across high streets, shopping centres, and transport hubs.
Rise of programmatic DOOH
Programmatic buying (prDOOH) allows real-time ad space purchases, enabling more targeted and efficient campaigns. UK advertisers are increasing investment by nearly a third, with retail, FMCG, and healthcare sectors leading the charge.
Contextual and Hyperlocal Targeting
DOOH excels in delivering contextual and hyperlocal advertising. By leveraging real-time data on location, weather, and time of day, advertisers can create more relevant and engaging automated content.
Enhanced transparency and accountability
The shift to Digital-Out-Of-Home advertising has brought increased focus on transparency. Media owners are prioritising precise and reliable metrics, with initiatives like Outsmart’s ‘playout’ system standardising DOOH reporting data across all outdoor media owners.
Advancements in AI for DOOH
AI and machine learning are enhancing DOOH capabilities, improving targeting precision for different geographic locations and audience segments, while enabling more dynamic, interactive content.
Smithfield’s Perspective: Balancing Technology and Strategy
Sarah Coften, Head of Innovation and Digital Strategy at Smithfield, explains the value of blending technology with strategic insight:
“AI-driven tools have revolutionised how we plan, buy, and measure DOOH campaigns. But it’s our team’s expertise that turns data into strategy. We blend cutting-edge technology with human insight to craft DOOH campaigns that not only reach the right audience and drive measurable results aligned with our clients’ business goals. It’s about striking the perfect balance between AI efficiency and human creativity.”
Case Study: Hollywood Bowl’s DOOH Success
Our recent campaign for Hollywood Bowl exemplifies DOOH’s power. Using our triangulation approach, we isolated and quantified the impact of Digital-Out-of-Home (OOH) advertising during the February half-term period. The results were impressive:
- DOOH media delivered a 146% uplift in revenue
- Control locations were outperformed by 13.5%
- Return on Ad Spend (ROAS) for OOH was £9.22
This case study demonstrates how Smithfield leverages DOOH advertising to drive real results across various sectors.
Is DOOH Right for Your Strategy?
While DOOH offers exciting possibilities, it’s crucial to approach it strategically. Costs can vary depending on your goals and implementation. Working with experts who understand the complexities of digital outdoor advertising is key to achieving the right balance of reach, impact, and budget efficiency.
Ready to Transform Your Advertising Strategy with DOOH?
Are you ready to explore how Digital-Out-Of-Home can transform your marketing efforts? Get in touch with Smithfield today to discover how we can help your business harness the power of DOOH advertising and drive both engagement and measurable results.