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The placement of digital video screens in public locations goes by many names--out-of-home digital media, out-of-home digital video networks, placed-based advertising, captive media, retail television and others. Now we’re calling it Out-of-Home TV. Yes…as opposed to In-home TV. Because television is experiencing declining viewership and ad skipping, advertisers are turning to Out-of-Home TV to connect with these lost viewers using the same plasma or LCD screens they use at home. That’s why we like to call it Out-of-Home TV.
As consumers increasingly use digital video recorders and other devices to bypass television ads, advertisers are choosing Out-of-Home TV to reach viewers in a captive environment, closer to when and where their buying decisions are made.
Our media strategies and plans enable advertisers to connect with out of home TV viewers as they shop, socialize, commute and entertain themselves. It’s about connecting to the right person at the right place at the right time.
Here’s why you need Out-of-Home TV:
- Research from Arbitron, Shoptrack and others demonstrate that advertising on In-Store TV and Mall TV has high recall ratings and increases sales
- Consumers who view in-store advertising are 1.5 times more likely to buy a product
- Out-of-Home TV reaches captive audiences because ads cannot be skipped over
- Most purchase decisions are made at retail locations
- Allows delivery of highly flexible and targeted messages to shoppers
- Allows for customized advertising, branded entertainment and creative programming to engage customers
- Consumers are spending more time commuting to and from work, walking in urban areas, waiting in transit hubs, and shopping at retail outlets
- Out-of-Home digital video provides high engagement, targeting options, proximity to point- of-sale, measurable impact and cost effectiveness
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