What is Digital Signage?
It is also known as: digital out-of-home media (dooh), digital place-based advertising, screen media, electronic signage, digital billboards and digital displays in retail.
The term describes a network of screens located outdoors or indoors that display information and advertising. Such networks are operated by software often referred to as ‘content management systems (CMS). Modern CMS are cloud-based, which allows operators to run their screen networks from anywhere.
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What Is Digital Out-of-Home Advertising?
Digital out-of-home ( DOOH ) advertising is a medium that delivers advertisements to digital displays located outside: digital billboards, digital posters, screens at bus shelters, street furniture or screens mounted on building walls. DOOH ads can be in the form of static images, animated images or video content.
Advertising screen networks are often aggregated on online platforms to make it easier for advertisers to select locations and audiences for each campaign.
These trading platforms automate many processes involved in campaign planning and execution. This type of automation is known as programmatic DOOH buying. Some of those also allow real-time bidding for ad space.
Most programmatic platforms provide reports for each campaign that tell advertisers where their ads were played. In many cases campaign performance reports also show what actions the ads triggered and even – whether the ads led to actual purchases of the advertised products – online or in-store.