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 means”.

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, which has allowed the implementation of video full motion, dynamic creatives in real time, social media interaction, geo-targeting y retargeting mobile, multi-screen messaging, synchronization and touch screen interactivity, 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, metrics, nomenclatures and other aspects, y, mainly, “to shed light on the advertising industry when it comes to 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 medium one to many, which implies that a single creative on an external digital medium is capable of impacting several users, and not just one as happens in others.

Specifically, The document presented points out that large-format DOOH support located in key environments can reach more than 250 people just launching a creative five times.

Evolution in the use of technology and data

The current DOOH market ecosystem continues to evolve and expand its creative possibilities, connectivity and customization. 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 previously available..

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

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

Focus on innovation

At the moment, DOOH already competes in innovation with any digital platform, maintaining its 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 the context, environment and support.

To achieve, The White Paper highlights four fundamental aspects when developing successful creativity and content in DOOH:

Immediacy: with real-time broadcast, depending on the context, news, events,…

Dynamism: moving content (video) versus static parts, achieving greater effectiveness of the message.

Segmentation: schedule, geographic, by areas or neighborhoods, which enhances the effectiveness of the campaign.

Interactivity: that allows you to interact through the content broadcast through social networks, games, gaming, etc.

Challenges and trends in measurement

This document establishes a series of challenges and trends regarding the measurement of DOOH.. 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.

Besides, due to the importance of geolocation data to help plan and measure DOOH campaigns, the medium is moving towards a user-focused model.

Geolocation data helps increase the amplification capacity of DOOH campaigns, when combined with other media, and providing more information to perform comparative analyzes or reformulate 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 of the digital environment.

For your part, attribution models will improve by being quality-based, validity, present, granularity and precision of data sets, especially those referring to the effective exposure and consumption of DOOH advertisements.

Programmatic buying model

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

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

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