DOOH – AN OUTDOOR DIGITAL SIGNAGE ADVANTAGE

31 Jul DOOH – AN OUTDOOR DIGITAL SIGNAGE ADVANTAGE

LEVERAGING OUTDOOR DIGITAL SIGNAGE

If there’s one prediction that I feel relatively comfortable in making, it’s the ever growing presence of outdoor digital signage on our high streets, commercial centres, highways and local precincts. The advertising power of Digital Out of Home (DOOH) solutions is undisputed, and as the initial investment reduces as technology prices fall, and the return on investment (ROI) increases, the business case is getting stronger. The DOOH platform allows landlords to benefit from higher sale valuations and rental premiums, making the allure of investing in a high property all the greater.

Private landlords, in particular, are identifying viable earning opportunities from digital billboards, which are being integrated with commercial real estate to provide additional and lucrative revenue streams to supplement tenant leases. If your site is in a high traffic count area, or in eye-line of loads of people, you have potentially hit the jackpot!  With the digital signage market expected to expand at a compound annual growth rate of 8.94 percent between now and 2020, investors take note.

OUTDOOR DIGITAL SIGNAGE FOR LANDLORDS – THE LOWDOWN

The marriage of strategically-placed real estate with digital out-of-home (DOOH) signage is gradually reshaping the perception of advertising while emerging as one of the fastest growing formats in outdoor media. Next time you are out and about observe the number of opportunities for outdoor digital signage on the faces of buildings – especially lucrative when on a busy road or pedestrian thoroughfare.

Similarly, outdoor digital signage opportunities can translate to indoor DOOH. Take individual lobby, foyer and lift areas, for example, which can provide potentially lucrative digital advertising locations. This depends on the purpose of commercial buildings and audience profiles, of course, but digital displays and digital directories present significant opportunities for landlords to further increase their revenues.

HOW MUCH IS MY DOOH SITE WORTH?

The maths isn’t necessarily that complicated. There’s a rigid formula used to assess sites, which also helps to create a viable working arrangement between landlords, OOH suppliers and the clients themselves. In general terms, sites are usually assessed on a rate and occupancy formula, before commercial rental levels are determined on an equitable basis. Simply identify key billboard sites, with traffic counts and demand profiles crucial in determining cost and ROI. Our team can assist you with the sums at the business case stage, taking it right through design, construct, build, content and aftersales.

WHY BILLBOARDS ARE SO POWERFUL?

The potency of billboards is the ability of digital (and traditional) billboards to reach and engage consumers, and there are numerous statistics that bear this out. An estimated 71 percent of consumers claim to view and absorb billboard messaging, for example, while the media itself is constantly accessible within a natural context. This contrasts sharply with marketing channels such as television and radio, which can be easily avoided and often appear as intrusive in the eyes of customers. Feast your eyes on this static example from recent times. 

https://www.youtube.com/watch?v=gTChm54X4Z0

For more information relating to digital signage and DOOH opportunities, contact us on +8 9274 5151 or email tim@yapdigital.com.au today.