Monday, September 26, 2016

Digital Out-of-Home (DOOH) Advertising to Enhance Customer Experience – GEC Business Review


Many of us may be familiar with Out-of-Home (OOH) advertising commonly associated with advertising and marketing, as a medium of communication to outreach broader market and thus increasing brand awareness. Static OOH advertisement formats are indeed classical examples which are screened across physical advertising spaces such as billboards, wall posters, bus stations, railways, urban furniture (benches, news racks etc.), taxi wrapped and more. Just as technology and consumer behaviour have been evolving in unpredictable ways since then, Digital Out-of-Home advertising (DOOH) format has been introduced to create a more personalized and entertaining customer experience especially for the techy customers who are indulged in electronic devices as well as brand managers who are constantly searching better ways to raise brand awareness. According to PQ Media, it suggests DOOH has two major platforms – Digital Place-based Networks (DPN) which deploys screen network to display video and real-time messaging; and Digital Billboards & Signage (DBB), refers to creatively designed layouts shown at a specific location.

Google runs NFC campaign in Australia (Source: NFC World)
For instance, in Australia, few state-of-the-art NFC (Near Field Communications) enabled digital billboards have been installed strategically in airports across Australia including Sydney, Melbourne and Brisbane to promote Google Play store, allowing travelers to select, interact with content, pay and download apps directly onto their phones. Such Google’s NFC campaign encouraged more mobile phone users to fully optimize the use of NFC triggered location or scan a QR codes for recruiting more users to download Google Play store. As a result, it allows passengers to download books, music, movies and more before boarding planes.

DOOH Market 2013 (Source: Kinetic Global Digital OOH handbook, 2013/14)
According to Kinetic Global Digital OOH handbook (2013/14), The European and Asia Pacific had contributed 45% and 44% of advertising expenditure (ADEX) in DOOH segment respectively while the remaining was contributed by the American markets. In term of CAGR, The Philippines achieved the highest ADEX among the Asian countries in year 2013, accounted for 67% with PHP519 million spent in DOOH segment followed by Ireland (64%), Switzerland (53%), UK (42%) and France (42%). In addition, a market research conducted by PQ Media in 2014 showed a growth rate of 8.6% in consumer exposure time to DOOH media, indicating optimistic trend, accessibility and receptivity to consumer experience.

DOOH Market Value & CAGR 2013 (Source: GE Consult Asia)

Despite high cost is required to acquire DOOH advance technology, here in GECB, we would believe that the NFC-enabled digital billboard is a real life example of how a traditional billboard and technology can work together to foster a closer engagement between brands and consumers, thus enabling them to connect and transact online, instantly.

**About GECB
GECB is a Malaysian-based SME & Startup consulting firm headquartered in Kuala Lumpur. Since inception in 2003, the company has been pioneering professional business plan and company profile services in Malaysia, and has assisted many local and overseas SMEs, large corporations and government agencies to grow business. For more info, please contact +603 2715 4356 or +6017 330 8077 and/or email today.

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