IAB Spain highlights the impact of DOOH advertising compared to other media

With greater impact on the audience compared to other media and with more creative content to encourage purchase, these are some of the differentiating characteristics of digital advertising., both outdoors and indoors, that collects IAB Spain in the edition 2023 from the DOOH Studio.

With the objective of knowing the general perception of the DOOH advertising and its relevance in the market, IAB Spain, the advertising association, marketing and digital communication in Spain, has presented his DOOH Studio 2023, in which various aspects related to this medium are analyzed, like him customer journey of the user and how it affects the purchasing process, of brands and retailers.

The DOOH Studio 2023 It also delves into the mechanisms of user interaction and action of this type of advertising in the digital and physical environment, as well as in his impact and creativity compared to other media, like television, radio, press and internet.

As for the notoriety and memory of DOOH advertising, The IAB Spain study indicates that outdoors the environments associated with the environment clearly stand out. transport sector, while indoors are more relevant to the public. commercial environments.

The perception of advertising in DOOH is characterized by being impactful and providing more creative content compared to other media analyzed in the study.. Regarding television, mainly transmits modernity and innovation, in addition to providing more creative content.

These same characteristics of the DOOH medium are replicated in media such as radio and the written press., while regarding the internet, the differences in digital outdoor advertising are less pronounced, highlighting that it bothers less and transmits confidence in the user.

Regarding the recall and interaction of DOOH advertising according to the environment, The study concludes that it is more effective in indoor spaces than outdoors, as well as design and creativity, The promotions and additional information about the product offered are the main attractions for the user to interact.

In this regard, The most used methods to interact with outdoor digital advertising are QR code and touch screen, which according to the study have the highest rates of knowledge and penetration of use.

Some of the main benefits derived from DOOH advertising, both in outdoor and indoor spaces, are the consideration of the product/service and digital activation in the form of online search.