Will DOOH definitively replace traditional displays?

Definitively? I don’t think so, but it might be more common in upcoming years. I do think that DOOH will replace traditional displays to become the dominant format for gaining consumers’ attention when they are out and about in their daily lives. The world is becoming more and more digital so it does not seem unreasonable that DOOH would replace physical OOH.

Let’s take a look further…

Market overview

Over the last five years within the advertising industry, there has been a seismic shift to digital over the last five years.

In the realm of the traditional advertising formats, the DOOH category is expected to give a full contribution.

According to a new WARC report, the global spending on DOOH is expected to grow 10.1% each year between 2018 and 2021, accounting for the entirety of growth in the out-of-home (OOH) market.

Improvements in ad-tech

Thanks to the improvements in ad-tech DOOHs are able to create an interactive and real-time multimedia experience, and in the meantime, making easy to measure campaigns metrics and targeting.

Ad-tech solutions, such as Hygh that reduce costs, makes the DOOH game easier and eliminate intermediaries bringing brands and screen owner closer to each other are already beginning to emerge.

SMART TVs are getting cheaper

Another very interesting factor worth mentioning is that the price of televisions from 2000 to 2018 has decreased. For example, the price for the average 50” 4K TV has declined rapidly over the last years and costs now between 400$-500$. That means that even small business, like a retailer, could invest in a digital screen and let others brands advertise on it inside their store.

IN CONCLUSION

It seems that DOOH will certainly become the dominant format of out-of-home but I don’t believe that traditional OOH will disappear.

Billboards, paper signage and so forth will always be a tool in the toolbox of the advertisers.