Digital out-of-home (DOOH) media encompasses a variety of ad options; from digital screens within transit shelters and grocery stores to those flashy, attention drawing billboards you’ve been caught staring at well after the traffic light has turned green.

Now that the digital advertising craze is well under way, it is time to review the diversity of this media and its many uses, specifically in relation to digital out-of-home billboard advertising.

While I’m going to focus on digital bulletins and digital posters, many of these abilities apply to similar forms of digital media as well.

Flexibility & Exposure

DOOH advertising is often easier to contract in short term increments. One and two week campaigns are not typical for static bulletins and posters due to the cost of production, installation, and removal. Along with lenient terms, these digital billboards are specifically place in the highest traffic areas within each market to maximize traffic exposure that drives space sales for prime eyes-on-impressions.

Go Green

Digital media is among the green movement, which only ads to its benefits. Many digital units are being converted to solar powered structures in order to save on operating costs as well as reduce environmental damage.  (See more earth friendly advertising media in: Mother Nature Approved OOH Media)

Multiple Messages

Utilizing digital billboard options makes more sense than static advertising when a campaign requires multiple creative changes. Since digital advertising has the benefit of no-cost production, changing your message throughout the campaign is no longer a logistical and budgeting nightmare. Altering your message only requires a few keystrokes.

Swift Action / Reaction

Digital media is also beneficial for public relations nightmares. In instances where you simply cannot wait on vinyl to be produced, shipped, and posted, digital media allows for a swift and seamless impromptu campaign. (Maybe someone should have clued BP in to the timely benefits of digital advertising during the Gulf Oil Disaster of 2010.)

Real Time Information

Digital out-of-home billboards lend themselves to real time information or statistical updates. Many banks and health care conglomerates are becoming aware of these benefits and are posting real time interest rates, emergency room wait times and uniquely current statistics.

Custom Targeting

Along with real time updates and last minute creative changes, digital ads mean companies can change their advertising approach with the weather. No literally, with the weather. Say Wendy’s is running a digital bulletin advertisement and it’s 80 degrees on Tuesday, they can promote a smooth, cold frosty. On Wednesday, it drops down to a rainy 60 degrees, with no effort at all; their digital campaign automatically detects this change in weather and switches creative to show a bowl of warm chili. McDonald’s can just as easily adjust their message from breakfast, to lunch, dinner, and late night promotions by utilizing an automatic day-part schedule only available with digital out-of-home advertising. (Recent technological developments point to real-time custom messaging based on traffic flow in the future for digital billboards.)