Cookieless, engaging, unskippable - Here’s why TVOOH is DOOH’s new frontier
Out of home advertising has been around since times unknown. In fact, the Egyptians’ use of towering stone obelisks as a platform for informing the public of treaties and laws thousands of years ago can be termed as the very first form of out of home advertising.
Interestingly, the primary intent and results of the concept do not differ much from outdoor advertising today.
While traditional OOH might have gotten somewhat overshadowed by its cooler, digitized version (DOOH), the idea behind ads served outside the confines of your home still remains the same. Capitalizing on a higher number of impressions, at times augmented by co-viewing, and strategic placements, DOOH ads capture audiences who are in a much more receptive state of mind, thus boasting a higher likelihood of conversion. This is what truly sets DOOH apart from the 1:1 ads you see on your smartphones, computer or TV screens. In fact it won’t be a stretch to say that DOOH has been making use of "context" way before it was cooler!
TVOOH: the natural progression for DOOH
Taking it a step further, brands today are eyeing the potential of combining the strategic placement of DOOH screens with the compelling, high-attention impact of real TV to drive synergistic results. Targeted digital ads, regardless of what household screen they’re served on, are mostly relevant and specific to the person viewing them. The more targeted an ad, the higher the chances of conversion, which is why ad tech companies with the biggest sets of addressable streaming TV data reign supreme. However, for brands who want to achieve the targeting prowess of connected TV along with the impressions, footprint and engagement delivered by DOOH, VenuEx is charting new territory in the form of TVOOH.
What is TVOOH and why are we at VenuEx obsessed with it?
TVOOH is not just another name for DOOH, there's SO much more to it. The TVOOH audience is bigger than you think, it’s more engaged than you think and most importantly, it’s growing at an exponential rate. Whether it’s watching an NFL game at a bar with friends, catching up on news at an airport or working out at the gym, the benefits of out-of-home (OOH) co-viewing can be significant for certain types of programming, something both publishers and advertisers need to analyze, for effectively engaging and targeting these sometimes sizable audiences.
By allowing advertisers to reach a captive audience in public spaces, TVOOH is gaining momentum as an essential component to be included in integrated digital advertising campaigns. While that does sound like people will be stuck watching your ads, there’s credible data that suggests that that could be because someone forgot to charge their phone. Or their airpods. Or both.
On a more serious note, according to Nielsen, digital place-based media (including TVOOH) delivers on an average 47% increase in brand recall compared to traditional media!
Through a combination of limited distractions, extended dwell time, placement in high-traffic areas, influence of context and the inability to hit “skip”, the captive state of TVOOH audiences makes them premium inventory for advertisers.
With 800k+ screens countrywide, across 100+ different venue categories, VenuEx brings unparalleled scale along with the precision targeting of programmatic and the compelling impact of TV to one of the largest TVOOH networks in the country. Our presence in a wide variety of venues including x airports, x malls, x restaurants, x bars, and x gyms will set up your campaign for success through venue-specific targeting based on audience demographics, behavior, and context.
VenuEx brings decades of collective experience in programmatic and OOH advertising, resulting in unrivaled targeting capabilities that power relevant and personalized messaging to the largest number of intended audiences, every single time.
