IAB Spain presents the first Digital Out Of Home White Paper (DOOH)

The White Paper has been prepared by the Digital Out Of Home Commission of IAB Spain to unify criteria, understand the particularities of the environment and detect the challenges it faces.

The Advertising Association, marketing and digital communication in Spain, IAB Spain has presented the Digital Out Of Home White Paper (DOOH), A business that “is becoming increasingly relevant among advertisers, as well as among consumers, who value it very positively for its innovation, dynamism, Interaction and impact, perceived as a non-intrusive medium”.

These characteristics stimulate the environment and the agents that make it up., to explore new paths of innovation, both in the technological and creative fields, that has allowed you to implement video Full Motion, Dynamic real-time creatives, Social Media Engagement, Geo-targeting and Retargeting mobile, Multi-screen messaging, Synchronisation and interactivity on the touchscreen, augmented reality, Gesture recognition or programmatic.

The Digital Out Of Home Commission of IAB Spain has developed this White Paper with the aim of unifying criteria, Standardize and define the different types of formats, Metric, Nomenclatures and other aspects, and, chiefly, “to shine a light on the advertising industry in understanding its particularities and exposing the challenges it faces in the new media landscape”.

The big screen 'One to many'

Unlike other digital media, DOOH is a means One to Many, which implies that a single creativity in an external digital support is capable of impacting several users, and not just one as in others.

specifically, in the document presented it is pointed out that a large format DOOH support located in key environments can reach more than 250 people just launching five times a creative.

Evolution in the use of technology and data

The current DOOH market ecosystem continues to evolve and expand its creative possibilities, connectivity and personalization. According to the White Paper, Technology and data are the main factors driving the growth and innovation of this market, taking it to scenarios where the traditional outdoor environment was not before.

Thanks to the use of advanced technologies, Now cameras and artificial intelligence are used to detect people and elements in front of screens and make observations about what is seen..

Data enables planning and analysis. As real-world mobile data collection and visualization continue to grow and evolve, these provide greater precision with the exact location of the entire DOOH heritage, which opens the door to an even more qualitative understanding of the audiences that interact with the screens..

Focus on innovation

currently, DOOH already competes in innovation with any digital platform, maintaining your ability to reach consumers in a unique way, thanks to the possibility of informing, thrill, inspire, Entertain and surprise, creating unique experiences associated with the brand in relation to context, Environment & Support.

To achieve this, White Paper highlights four key aspects of developing successful creativity and content in DOOH:

Immediacy: with real-time broadcasting, depending on the context, news, Events,…

Dynamism: Content in motion (video) versus static parts, achieving greater effectiveness of the message.

Segmentation: Time, geographic, By zones or neighborhoods, which enhances the effectiveness of the campaign.

Interactivity: that allows interaction through the content in broadcast through social networks, games, Gaming, Etc.

Challenges and trends in measurement

This document sets out a number of challenges and trends in DOOH measurement.. On the one hand, The evolution towards an advertising audience measurement model, in order to find a way to differentiate commercial content from the rest.

In addition, due to the importance of geolocation data to help plan and measure DOOH campaigns, The medium is directed towards a user-focused model.

Geolocation data helps elevate the amplification capacity of DOOH campaigns, when combined with other media, and providing more information for comparative analysis or reformulation of planning strategies!,

With this scenario, IAB White Paper estimates that quality control of geolocation sources will increase, which will ensure that the end result is an accurate representation of consumer trends outside the digital environment.

For its part, Attribution models will improve by being based on quality, validity, present, Granularity and accuracy of datasets, especially those relating to the actual exposure and consumption of DOOH ads.

Programmatic buying model

According to this document, there is a constant evolution in the programmatic DOOH purchase model that will allow to exploit its full potential. currently, DOOH purchase campaigns are already being carried out through DSP.

Many technology vendors are exploring how to adapt their systems to the outside environment., And practically all its actors are exploiting different solutions and possibilities.

With it, the White Paper establishes that DOOH will market the spaces to CPM to standardize with the rest of digital channels. In this way, work in ecosystems connected to other digital media and with a common language. The White Paper can be downloaded from this link.

Other articles on IAB Spain