Want to really target your advertising in a cutting-edge medium that could surpass even the Internet in terms of advertising growth in the next few years? Then take a look at the emerging field of digital out-of-home (DOOH) advertising, also called out-of-home video advertising.
DOOH delivers hyper-local, personalized and engaging messages to highly specialized, captive niche audiences on out-of-home screens (the so-called “fourth screen”) popping up in millions of locations everywhere.
This, say the media pundits, is sure to be the next major growth area in local advertising. It’s laser-targeted stuff. By putting DOOH in your advertising arsenal, you can place video ads and content in front of just the right people, at just the right time, in just the right place.
It happens over a fast-growing, out-of-home video network that includes hundreds of firms offering entre to place-based video screens in stores, malls, city buses, gyms, gas stations, medical offices and public spaces. Some are wired; others are based on wireless “narrowcast” networks. Almost anywhere there are people, you’ll now find video screens.
Here are a few examples of network players:
• AMI Meganet will soon have 25,000 broadband-networked touch screens in bars, taverns and pubs nationwide (www.amimeganet.com).
• Level Vision operates screens in more than 315 college bookstores in 234 cities across 44 states. If you want to reach college students, this is a good bet (www.levelvision.com).
• Transit TV can put your full-motion broadcast quality video and audio on buses and other transit vehicles in Chicago, Milwaukee, Atlanta, Orlando and Los Angeles – a total of 8,443 screens in 3,838 vehicles (www.transitv.com).
• NTN Buzztime can put you into 3,400 family restaurants, sports bars and pubs in hundreds of cities (www.buzztime.com).
• Health & Fitness Network reaches premium health club members in more than 100 cities (www.rmgnetworks.com).
• My Gym TV has screens in 163
children’s fitness facilities
(www.channelm.com).
• Pet Care TV will show your video ads to pet owners in over 350 veterinary offices spread across 101 metropolitan areas. Likewise, affiliated networks Kid Care TV and Women’s Healthcare TV reach thousands of pediatric and OB/GYN medical offices respectively (www.petcaretv.com).
• GameCrazy reaches video game enthusiasts and teens in 644 GameCrazy stores (www.gamecrazy). •
Daniel Kehrer can be reached at editor@business.com.
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