What is DOOH advertising?
Digital out of home (DOOH) advertising is a marketing channel that uses digital infrastructure outside of the home, such as display panels in shopping centres and digital street signage.
Digital Out of Home in the UK has been on a dramatic growth path over recent years growing to a weekly reach of UK adults, according to industry currency Route, of 83%. Clear Channel has almost 5,000 screens in neighbourhoods and communities nationwide, providing advertisers a perfect opportunity to scale-up digital executions and deliver highly relevant, flexible messaging to 44 million people every week.
Why use Digital OOH advertising?
Digital outdoor advertising can be a powerful tool to help brands reach their audiences as they move throughout their every day lives. From large scale coverage to increased engagement, discover where, how, and why DOOH is the right channel for your brand:
Clear Channel’s DOOH estate provides unique access to some of the UK’s most desirable, public advertising locations, from busy, bustling high streets to premium shopping malls, we’re right where people are.
key CACI UK retail centres covered
leading UK malls
Digital OOH campaigns are equally at home delivering large scale, emotive branding messages as they are rational, activation messages. Our Long Live DOOH study proved that digital not only outperforms classic in the short term, immediately after exposure, but is a channel that will continue to benefit from enhanced effectiveness weeks after exposure.
higher immediate shift in rational metrics vs classic OOH
increased shift in emotional metrics evident 4 weeks post exposure vs classic OOH
Digital ads displayed at the right moment have a greater impact than those displayed at an incongruent time. DOOH’s flexibility allows brands to launch campaigns with maximum relevancy for their audience.
increase in brain response to advertising at relevant moments
more visual attention
DOOH advertising campaigns that demonstrate an awareness of their location or environment perform better than generic ads. DOOH’s connected capability allows locally and contextually relevant advertising at scale, and by displaying at the right time as well, performs even stronger.
higher ad recall
increase in brain response to advertising relevant content and at relevant moments
Incorporating premium, large-format DOOH, with formats such as Clear Channel’s Storm, into your media plans will drive brand Fame.
quicker to associate brand with Fame
fame metrics all saw positive uplifts
Crafting animated and video content for digital Out of Home increases campaign cut-through and effectiveness, as well as improving consumer action. Full-motion digital, particularly across Clear Channel Malls, is perfect for extending and priming social video campaigns.
average increase in effectiveness when planned alongside social
Discover more about the UK’s largest digital Out of Home network, in retail hubs and communities nationwide.
Get the latest insight on why outdoor advertising is a complementary channel to help brands hit their objectives.
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CACI 2022 key retail centres;
Clear Channel, JCDecaux, Posterscope, The Moments of Truth, 2020;
Kinetic, Digital Eye and Face Tracking, 2011;
Talon, The 4th Space, 2018;
Adshel Australia, The Context Effect, 2016;
Posterscope, The Dynamic Difference, 2013;
Clear Channel, Brand Fame Uncovered, 2016;
Clear Channel, Long Live DOOH, 2017;