New Jersey Digital Out-of-Home Advertising That Delivers
Using the Power of Digital Billboards
People in this day and age are presented with screens everywhere they go. They serve to capture our attention and focus as we go about our day-to-day lives. That’s why it’s so important to tap into the advertising power that these screens can hold by using digital out-of-home (DOOH) advertising. Traditional billboards have their benefits, and DOOH advertising capitalizes on those benefits while also bringing the advantages of tech. As New Jersey brands struggle to capture the fleeting attention of consumers, DOOH is an effective solution.
Location Network and Audience Reach
One of the defining features of DOOH advertising is the variety of location networks. Digital billboards can be placed in strategically high-traffic areas, malls, entertainment facilities, and transport hubs to get viewed by a variety of active and diverse viewers. Take the case of a central Newark district that has thousands of passersby daily. A digital billboard placed there in a strategic spot can get attention from many different populations—commuters, tourists, and locals.
Unlike static, fixed billboards, electronic billboards facilitate dynamic rotation of content. It is possible for advertisers to schedule a series of messages over the course of one day’s circulation, benefiting from peak traffic times and audience mood change. During morning peak hours, the possibility of reaching coffee and breakfast promotions in a campaign can be targeted, then later during the day happy hour promotions. This agility extends reach and relevance to the audience, bringing the right message to the right individuals at the right moment.
Format Options and Creative Specifications
Where visuals are involved, DOOH advertising offers unmatched potential for creativity. Digital billboards come in a variety of sizes and formats, from sweeping displays that are the skyline’s centerpiece to small screens integrated into shopping centers or transit hubs. This is not only ideally suited to fit varying levels of advertising budget but also allows brands to be multi-dimensional in the manner in which they develop their campaigns.
The richness of visual opportunities that exist in digital media provides brands with the capability to create engaging animations and high-definition videos that static ads can only imagine. With the ability to harness colors, movement, and interactive functionality, brands have the opportunity to create strong narratives that engage people. Imagine a luxury vehicle manufacturer featuring their latest model in action. The power of an electronic billboard can assist in making this vision a reality in a way that captures onlookers’ attention and leaves a lasting impact.
Static Images
Sometimes, the most effective billboard advertising format is a simple static image. This is often the case near high-traffic roads and high-speed highways, where drivers and passengers don't have the time or necessary attention to read and process more complex media. Static images are a great way to boost brand awareness, as many drivers pass the same location every day on their way home or to their workplace. All these characteristics make static imagery a powerful advertising medium if used correctly.
Video Content
A great way to capture people's attention is by producing quality video content and displaying it on digital billboards. If the respective billboards are placed in areas where people have the time to pay attention to the billboards for more than a few seconds, you can show dynamic clips that either showcase your brand or show how your products or services can improve the viewers' lives. Capturing their attention with high-quality video and even sound where the location allows it can raise their interest in your company and what you have to sell.
Interactive Content
Digital out-of-home advertising can also be a great opportunity for companies to drive instant engagement. Displaying a QR code and incentivizing audiences to scan it with their smartphone in exchange for discounts or free products can get more people to access your online content. This can be highly effective, as it motivates billboard viewers to take action right then and there. It's also easier to quantify, as companies can analyze the number of people who accessed the QR codes in a specific location within a certain time period.
Targeting and Scheduling Capabilities
The true prowess of DOOH advertising lies in its targeting and scheduling abilities. With each technological leap forward, advertisers are able to leverage data-driven insights to target their campaigns with laser-like accuracy. By gaining access to foot traffic patterns, demographic data, and purchase habits, businesses can select locations and times to maximize exposure before their target markets.
For instance, an apparel retailer will choose to insert ads near campuses during the back-to-school season when targeting students for trendy apparel. Meanwhile, the metrics can adjust the location of ads as a function of the real-time flow of traffic. During the time of an event that will generate crowds, e.g., a concert or sporting event, the amount of messaging may be ramped up to take advantage of the stream of possible customers. This level of accuracy guarantees that advertising expenditure is efficient and effective.
Dynamic geo-targeting goes a step beyond this, allowing brands to tailor messages depending on the viewer’s immediate environment. For example, a fast-food chain might display a localized offer for local diners at lunchtime or a seasonal offer related to localized events, creating higher relevance to the message.
Uniting Traditional and Digital Advertising
DOOH represents a natural convergence of traditional and digital media advertising. For advertisers accustomed to the comparatively static nature of conventional billboards, the use of digital formats offers whole new levels of creativity and engagement. The combination of familiarity with traditional formats and the dynamism of digital usher in a new era of place-based advertising that attracts and converts.
In addition, with the ever-increasing mobile device usage, DOOH can serve as a bridge between offline and online engagement. QR codes, URLs, or social media handles can be added to digital billboard designs, guiding viewers to ongoing engagement on their smartphones. For instance, after seeing a commercial for a new product on television, a viewer can use a QR code to obtain more information or be sent a promotional offer, opening a direct channel of communication that drives sales and builds brand loyalty.
It's likely to have a higher impact.
As mentioned earlier, there are situations where a static image can be an appropriate way to use a billboard. However, attention-grabbing graphics and digital displays are much more likely to have a high impact on viewers.
It has complex targeting capabilities.
Adjusting the content based on criteria like location and time of day can help segment your audience and target those who are most likely to interact with your brand.
It's highly flexible.
Digital billboards can be updated instantly when needed, allowing advertisers to stay flexible and adapt to various events, changing market conditions, and promotional opportunities.
Your Advertising Future Awaits
As the advertising landscape continues to evolve, the place of digital billboards and DOOH advertising will only increase. Their ability to combine the strong visual impact of traditional techniques with the accuracy and adaptability of digital technology makes them an essential element in any marketing strategy. Brands that tap into the unique capabilities of DOOH will be able to capture attention, connect to their audience, and ultimately convert views into action.
If you’re ready to take your advertising to the next level, don’t wait any longer. Contact Beasley Media Group to see available DOOH locations or plan your DOOH campaign today, and experience the transformative power of digital billboards for yourself. Whether you’re aiming to enhance brand awareness, promote a product, or engage your community, DOOH with Beasley Media Group offers the creativity and flexibility needed to make a lasting impact. Embrace the future of advertising and watch your engagement soar.