DooH formats are more innovative, creative and practical for users, according to IAB Spain's study

Seven out of ten users surveyed in the Annual Digital Out Of Home Study 2019 prefer digital formats of external advertising over non-digital ones.

IAB Spain, Association of advertising and digital communication in Spain, has presented the Annual Digital Out Of Home Study 2019, made together with the agency specialized in digital commerce marketing Praises, in which aspects such as the knowledge and use of outdoor and indoor digital advertising are analyzed; how it can affect the buying process and the perception of brands and retailers, as well as what are the most relevant contents on a DooH screen.

As far as the perception of DooH advertising is concerned, respondents in the study highlight that it is more creative and provides more information about the product/brand; characteristics that in his opinion best define digital advertising.

Other highlights in this regard is that it has updated content and offers, is more useful and practical, encourages the purchase and has a personalized message for each user. In fact, compared to non-digital advertising, the 91% of respondents perceive DooH advertising as modern and innovative, while another 88% considers it different and original.

To this is added that they also consider it entertaining (87%); generator of additional updated information (86%); practical and useful (85%), and able to generate curiosity among users (85%), characteristics that, in addition to being positive, are transversal to all targets and genres.

Those same attributes of modernity and innovation are transferred to brands that advertise digitally., being the young target the one that most gives these positive connotations of innovation, I remember, precision in responses and commitment to the environment.

Knowledge of support

As for outdoor communication supports, fences and monopoles are the best known (83%), followed by bus stops (82%%); other urban transport (80%) and street furniture (77%); mainly mentioned by a more senior audience (between 45 and 65 years old).

These media are mostly associated with a non-digital format (urban transport, fences and monopoles, street furniture and tarpaulins); while large format support is more linked to the digital environment (88%) than to non-digital (44%).

In indoor communication media, respondents place shopping centers in first and second position (74%) and shops (72%), standing out especially in the senior target; while metro stations (55%), in third place, predominate among the youngest (of 16 to 30 years old).

In the latter case, it is also observed that the association of indoor media is linked to both digital and non-digital formats., especially in the case of airports (non-digital 87% vs digital 78%) and shopping malls (non-digital 89% vs digital 72%).

Experience with supports

When asking respondents about their experience and the reaction they get from outdoor and indoor digital advertising, study shows similar data. In both cases, the 65% of the sample performs some action and, of these, one 50% highlights that it has motivated or influenced the purchase of digital advertising outdoor vs the 59% in the case of indoor digital advertising (either because it has helped you in the choice of your purchase; because you have directed to the place/store you indicated or because you have taken advantage of an offer/discount).

Both outdoor and indoor, almost four out of ten respondents reveal that advertising has generated an interaction or virality response (either commenting on the ad you have seen, following the brand on social networks or downloading the app). last, one 36% in the case of outdoor and a 30% in the case of indoor declares that advertising has prompted you to seek more information, either on the Internet or on social networks.

DooH in retail

Seven out of ten users prefer digital formats over non-digital ones, regardless of whether it is installed outside or inside the establishment. From there, the study also establishes that the content that is remembered in digital media (indoor or outdoor) is a combination of advertising and information.

If only the supports located inside the store are analyzed, the weight of the information increases; while in those located outside the store the weight of advertising increases.

As for the contents that DooH advertising should offer, the most mentioned by respondents are related to weather information (74%); latest news (64%); pollution level of the city (54%), and traffic information (53%). But when asked about those contents that mobilize them and incite them to have a reaction, the contents that lead the ranking are the offers and promotions.

The study establishes that one of the projection levers of DooH advertising has to do with the personalization of messages., and is that the 55% of the sample indicates that it would be very interested in the content of the advertising to fit its profile.

Like this, request more product information, access promotions and offers or interesting information, striking and useful are the aspects that most highlight the respondents when asked about the contents most susceptible to interaction. In that sense, social networks stand out, QR codes and touch screens as the most well-known and also most widely used interaction methods.

The Chair of the DooH Commission, Pietà Siegfried (Exterior Plus), underlines that the study "yields a series of conclusions that confirm the integration of digital screens in the day to day of citizens. DooH is a growing sector in terms of message efficiency, practical and up-to-date product information, and given that investment in digital abroad is growing at a good pace, a very exciting future is presented".

To that efficiency and practicality, Siegfried also adds that "it is in our power to add challenges such as immersive experiences., retargeting and other implementations that can give the sector a new twist that puts us at the forefront of the advertising market".

Other articles on Praise Group, Exterior Plus, IAB Spain