The flexibility of digital OOH delivers a unique and powerful way to reach a large number of geographically or demographically targeted consumers. Digital OOH can be updated quickly and targeted precisely to desired audiences, faster than broadcast and print media. Copy can be changed as frequently as necessary. This flexibility incurs no production costs, and there are no installation charges for digital OOH ads. Digital OOH can be purchased for periods ranging from days to weeks.
Digital OOH can be updated in real-time responding to consumer needs and more. Digital OOH can drive consumers to websites, and facilitate social media engagement to gain additional information and updates.
Nielsen found 75% of travelers have noticed a digital billboard ad in the past month and 60% have noticed one in the past week. Of the travelers who noticed a digital billboard in the past month, 55% were highly engaged with the ad message. Advertising recall on digital billboards is very high ranging between 74% and 89%, according to Nielsen. Digital billboard ads were judged to stand out better than online ads by 71% of the study respondents, and rated almost equivalent to TV.