There is an increase in the number of channels available to reach the customers. With their reducing attention spans, advertisers are looking for alternatives to gain their attention. According to Neilsen and Taboola, the attention span of a human has dropped further from 12 secs to 8 secs, lesser than the attention span of goldfish.
Amongst the pool of new channels is Digital Out-Of-Home media that is gaining attention from advertisers. Yet complete 8 secs in DOOH are not enough to grab the viewer’s attention. A maximum of 1.5–3 secs is all you have for customers to register your ad.
Have you wondered why Digital Out-of-Home (DOOH) market is growing even when there is a steady decline in out-of-home media? There are multiple reasons like evolving technology, customer engagement, contextual dynamism, real-time analytics, programmatic buying, mobile integration. Another factor is video advertising which can create an impact in a matter of 3–5 secs.
The year 2020 global out-of-home advertising market reached USD 29.69 billion from USD 39.42 billion in 2019 due to the coronavirus outbreak.