Қоғамдық орындардағы жарнама түрлері

Name given to the advertising in public spaces

Out of home (OOH) advertising, also called outdoor advertising, outdoor media, and out of home media, is advertising experienced outside of the home. This includes billboards, wallscapes, and posters seen while "on the go". It also includes place based media seen in places such as convenience stores, medical centers, salons, and other brick and mortar venues. OOH advertising formats fall into four main categories: billboards, street furniture, transit, and alternative.

The OOH advertising industry in the United States includes more than 2,100 operators in 50 states representing the major out of home format categories. These OOH media companies range from public, multinational media corporations to small, independent, family owned businesses. Traditional roadside billboards remain the predominant form of OOH advertising in the US with 66% of total annual revenue. Today, billboard revenue is 73% local ads, 18% national ads, and 9% public service ads. Transit advertising is typically advertising placed on anything which moves, such as buses, subway advertising, truckside, food trucks, and taxis, but also includes fixed static and electronic advertising at train and bus stations and platforms. Street furniture, transit, and alternative media formats comprise 34% of total outdoor revenue in the US. Some of these formats have a higher percentage of national ads than traditional billboards.

Digital out of home (DOOH) refers to dynamic media distributed across place based networks in venues including, but not limited to: cafes, grocery stores, bars, restaurants, health clubs, colleges, arenas, gas stations, convenience stores, barber shops, airports and public spaces. PQ Media defines DOOH by two major platforms, digital place based networks (DPN) and digital billboards and signage (DBB); DOOH networks typically feature independently addressable screens, kiosks, jukeboxes and/or jumbotrons. DOOH media benefits location owners and advertisers alike in being able to engage customers and/or audiences and extend the reach and effectiveness of marketing messages. It is also referred to as digital signage. In the US the DOOH industry is expected to grow to $3.25 billion in 2021, representing 36% of the total OOH spending. The reason that this category is growing so rapidly is because busy people are typically busy at home and with the introduction and acceptance of digital video recorders (DVRs), it has diluted the frequency with which traditional TV commercials are viewed. Every day more TV viewers are skipping past commercials with their DVRs, making out of home advertising more appealing. A Nielsen media research study in 2009 showed that 91% of DVR owners skipped commercials. As a result, traditional TV advertisers are hungry for an effective substitute, and digital out of home ads appear to be one of the solutions. Digital out of home advertising seems to be a cost effective way for promoting or marketing any brand or product. Usage of billboards and displays for brand promotion is a less expensive way of advertising than TV, radio, newspapers and other mediums. DOOH includes stand alone screens, screens on buildings, kiosks, and interactive media found in public places. The availability of inexpensive LCD screens with built in media players has opened the door for companies to add interactive video messages in point of purchase (POP) displays. The displays allow consumers to get additional information at the moment of decision on a product or service. Growth in the DOOH industry has been increasing in 2009, with more POP manufacturers, advertisers, and content developers moving to digital. Technological improvements are holding down costs, and low cost digital signage is making it easier to reach consumers on a larger scale. For example, beacons are small devices placed on out of home advertising structures that use Bluetooth technology to connect with mobile devices. Beacons allow you to communicate with the viewer. They also tell you frequency. With these technologies you could, for example, with certainty that from 3 5 p. m. on a Monday this is how many men or women walked in front of your sign and also what percentage are new people, which are repeat people, etc |Mark Boidman, managing director at PJSC. DOOH is present in a variety of venues including gas stations, grocery stores, restaurants, gyms and ride sharing vehicles. One of the key benefits of DOOH media is its dynamic nature. Digital screens and devices can display a range of dynamic content, including videos, animations, and interactive experiences. This makes DOOH media more engaging and memorable than traditional static billboards or posters. With digital TVs in gas stations, nearly 52 million customers are getting snippets of weather, sports highlights, celebrity gossip and commercials with their gas each month, according to Nielsen. The weekly reach is actually larger than most of the prime time TV shows. The largest company in the space is Gas Station TV with 27.5 million monthly viewers at more than 1,100 stations across the US, according to Nielsen. In addition to the large number of viewers, the audience profile of TVs at gas stations is unique. All are drivers and 76% are adults from age 18–49 with a median age of 40 and median household income over $70,000. According to the Nielsen Intercept Studies, 89% of the consumers are engaged and watching TV at the gas station and 88% love watching when fueling because they have nothing else to do. In supermarkets, networks like Grocery TV and Starlite Media have established digital screens at various points in grocery stores to provide brands with opportunities to reach customers along their purchase journey. In addition to building brand awareness some of these networks are also able to tie direct results such as sales lift to advertising campaigns. In gyms, Zoom Media (GymTV) engages fitness minded audiences with lifestyle content, fitness tips, and music. In 2015, DOOH has also started to extend to in transit advertising. Tablets are installed inside ride sharing vehicles like Uber, Lyft and Grab. Digital ads are displayed inside the screens allowing brands to reach high value passengers. This type of DOOH leverages technology to improve ad distribution and better OOH audience targeting. GPS of tablets are used to enable location based marketing. Brands can specify geo fences to determine where their ads will be shown to passengers.