The Power of DOOH and CTV, and How They Can Boost Your Brand’s Advertising Strategy

May 10, 2024
, written by
Carrie Slayton
Digital out-of-home (DOOH) advertising has emerged as a powerful force on the advertising scene. At the forefront of this is FRAMEN, leveraging the power of DOOH to elevate brands to new heights of success.

As the global market is continuously met with new technology, advertising needs to change with it. Digital out-of-home (DOOH) advertising has emerged as a powerful force on the advertising scene, offering brands unparalleled opportunities to engage with their target audience in impactful ways. At the forefront of this is FRAMEN, leveraging the power of DOOH to elevate brands to new heights of success.

What is Digital out of Home Advertising?

Digital out-of-home (DOOH) advertising encompasses a diverse range of formats designed to engage audiences in various settings outside their homes. Large-scale billboards, often found in bustling urban centers, capture attention with vibrant visuals and dynamic content. Place-based displays strategically target specific audiences in locations such as transportation centers, shopping malls, and entertainment venues, delivering tailored messaging based on consumer demographics and behavior. Point-of-purchase screens positioned in retail environments prompt immediate action by showcasing products and promotions at the moment of decision-making. These formats, combined with real-time content updates and geo-targeting capabilities, enable advertisers to craft highly relevant and impactful campaigns that resonate with their target audience.

Why use DOOH?

There are a variety of reasons as to why you should use digital out-of-home advertising to boost your advertising strategy. DOOH transcends traditional advertising boundaries, captivating audiences beyond the confines of their homes. From bustling city streets to calm office lobbies, digital screens draw attention with compelling content, creating memorable brand experiences. According to the Solomon Partners' 2023 U.S. Major Media Advertising Effectiveness Analysis, DOOH leads in consumer recall among various media channels, underscoring its efficacy and rising prominence.

The Rise of DOOH

The global digital out-of-home advertising market is seeing a steady upward trajectory, with ad spending forecasted to reach US$18.64 billion in 2024. This growth is expected to continue, with an anticipated annual growth rate (CAGR 2024-2029) of 5.18%, leading to a projected market volume of US$24.00 billion by 2029. The United States is poised to dominate this market, with a projected market volume of US$5,277 million in 2024. On an individual level, the average ad spending per capita in the digital out-of-home advertising market is projected to be US$2.41 in 2024. Particularly in the United States, the adoption of AI and data analytics is revolutionizing the effectiveness of digital out-of-home advertising campaigns, showcasing a shift towards more targeted and impactful strategies.

Unlocking the Potential of DOOH

DOOH offers a variety of formats, each strategically designed to captivate specific audiences in distinct outdoor locations where they are likely to see the targeted ad. Whether through large-scale billboards, place-based displays in high-traffic areas, or point-of-purchase screens enticing immediate action, brands can tailor their messaging with pinpoint precision. Moreover, real-time content updates and geo-targeting capabilities empower advertisers to adapt swiftly to changing consumer dynamics, maximizing relevance and impact. Utilizing DOOH is also an effective high-impact advertising method because placing an advertisement in a real-life setting avoids ad fatigue that consumers get from continuously seeing ads on computers or their smartphones.

CTV (OOH): A Shift in Advertising

As connected TV (CTV) gains momentum, merging the worlds of digital streaming and out-of-home experiences, FRAMEN pioneers a new frontier in advertising. By seamlessly integrating CTV (OOH) capabilities, FRAMEN ensures that brands connect with consumers at critical touchpoints, fostering engagement and driving conversions. The rise of CTV advertising spending in the United States further underscores this trend, with expectations reaching 24.6 billion U.S. dollars in 2023. This growing trend combines the ease of online advertising with the extensive reach of TV, allowing tailored, skippable ads to be served to target audiences while they stream video content on their TVs. At the current pace, CTV ad spend is anticipated to soar to 42.4 billion dollars by 2027. Whether targeting diners in restaurants, patients in medical facilities, or shoppers in retail outlets, CTV (OOH) delivers ads in contexts ready for influence.

Why Choose FRAMEN for Your DOOH Needs?

As a leader in news, entertainment, and advertising content on screens in places such as gyms, hotels, and coworking spaces across Europe and beyond, FRAMEN stands at the forefront of innovation by offering unrivaled digital out-of-home advertising solutions tailored to your brand's needs. With our extensive network of digital screens spanning diverse environments throughout Europe and beyond, we provide unparalleled visibility and engagement opportunities.