Digital OOH la la

Amazing advancements in technology nudge businesses to take advantage of digital advertising

Digital advertising follows us to everywhere like a magnet would iron, whether we are in a  plane, or train, shopping, walking, well, just name it and it is there while leaving us to wonder at its magical appearance like that of an Alladin’s gin, who would appear just anywhere. Alternatively, thank god for this wonderful innovation without whose help we would have not been able to keep ourselves aware and updated of the latest products and brands in our race to match steps with the evolving times.


As per a recent survey, 70 per cent of the people questioned asserted that place based digital advertising catches their attention more than any other media, including newspapers, television, web, magazines, radio etc. No wonder, retailers are discovering their best buddy in digital advertsing that has left behind other forms of promotion. But what exactly is digital advertising, how does it work and why is it emerging better than the rest, let's find out....


Digital displays that include LCDS, LEDs and projected image can be bifurcated as:


Search Engine marketing is a direct response vehicle, also called sponsored search and pay per click (PPC). These are text-based ads that are displayed alongside organic search results on Bing. The ads appear under the “Sponsored Sites” header at the top of the search results page, or along the sides of the results page, and allows one to connect with customers when they are looking for information on product, service, or company.


Content Ads:

While search ads are displayed to users who are actively searching for keywords, content ads are shown to users who are in a more passive, browsing state of mind. Content ads are selected for display based on their importance to the article content they’re matched with.


Mobile Ads:

The most common methods of mobile advertising are search, display, messaging, and voice. What makes mobile ads unique is that they are formatted to appear on mobile properties including mobile search, applications, text messaging (SMS), and multimedia messaging (MMS), email, voice, Bluetooth, and mobile websites.


Display Ads:

Display advertising appears on web pages in the form of graphic banners that vary in size and can consist of static or animated images, as well as interactive media that may include audio and video rudiments.



Local listing Ads:

One of the most effective ways for businesses to attract more customers on the local level is to update basic information about their business on Bing which is absolutely free. Then, when customers search Bing on their computer or mobile phone, a keyword-related business directory is provided above the rest of the search results, depending on the location that the customer is searching for information.


Product Feeds:

A product data feed can be an extremely useful way for a business to promote and sell its product line to potential customers when they search for specific items to purchase online. It is a file that contains information about the products listed in an online store.  These feeds are used by online stores to provide information about the products they sell to search engines, product comparison websites, and other similar aggregators of products available for sale online so those items can be included in the product aggregators list of products.



Social Marketing:

Search engine optimization (SEO) improves the ranking of unpaid or organic listings that you might see in Bing search engine results. The theory is that the earlier (or higher) a site appears in the search results list, the more visitors it will receive. SEO considers how search engines work and what people search for, and then it optimizes sites to include relevant content and coding to increase relevance and remove barriers to the indexing activities of search engines.


Social media sites and tools emulate word of mouth in a digital environment where people meet, share ideas, and socialise. Placing ads within social media sites and tools—also known as social media marketing—enables marketers to engage with customers at the point of influence.


Email Marketing:

Email marketing is a form of direct marketing that uses electronic mail to encourage response in the form of loyalty, purchase, or other action.


Why go for Digital advertising?

  • One may convey the message in a very focused and targeted way
  • There is feasibility of updating information from anywhere. Latest technology allows one to update data through Bluetooth or sms
  • Focused content, proficiency and affordable
  • More viewership than static advertising
  • Time saving
  • Target people outside home
  • There is no better place for a consumer to receive a message than when they are in a store. A study reveals that 70 per cent of buying decision takes place in a store
  • There are improved and reliable audience metrics and accountability
  • Large department stores or shopping malls have the advantage of placing screens in high traffic places, in specific demographic profiled areas and near the area where the actual product is being sold.And also run ads all 24/7.


First of its kind initiative

Emnet Samsar Media is instrumental in putting screens (LCD)in BEST buses, CCTVs and Digital Video Recorder (DVR) since 2007 in Mumbai. Kanishka Chowdhary informs, "We have installed the above in 1225 normal buses and 250 AC buses where in we keep the passengers engaged through programmes, advertisements, etc. We don't show film songs or films because we encountered copyright problems, so we have our own programmes. We sponsor and cover festivals like Ganesh puja, Navratari etc.". Buzz has it that they have a budget of around 250 crores but he refused to comment on that.



A word of caution:

One disturbing trend still being followed is that of cut-copy-paste of creatives of other media into outdoor media. OOH is different, and one needs to understand that. Wherever clients have tried to be innovative, the response has been stupendous. Doing OOH just for formality’s sake is a wastage of resources. There’s a lot to be explored in this media.




As per a report albeit, the low global advertising spending had melted traditional out-of-home advertising in 2009, digital OOH (out-of-home) media stood rock solid as a fastest growing media in the world and continues on an upward track in 2010.


History is witness to the fact that emerging media supported by strong audience metrics have consistently grown during economic recoveries after deep recessions. This was true for radio in the '30s and '40s, broadcast TV in the '50s, cable TV in the '80s and '90s, and Internet and search in the '00s.  There is a great likely hood that history will repeat itself in the case of digital out-of-home media because of unprecedented media disorder and disintegration, people consuming more media out of the home all day long, and with media stakeholders placing greater emphasis on audience measurement. In this fast paced world, no body has the time and the patience to check each and every advertising and information, digital ad provides the same by giving the gist of the message at a glance. So, look no further and embrace it for that digital experience to success.

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