The Evolution of Street Screens: How Are They Changing?
by LED.ART EDITORIAL
Trends and Growth Drivers of Digital Out-of-Home Advertising (DOOH)
In a previous article, we discussed how the influence of traditional media (TV, newspapers, search portals, etc.) has been waning, and why Digital Out-of-Home Advertising (DOOH) is gaining renewed attention. In an age where personalized content from platforms like Netflix, YouTube, and Instagram scatter our attention, digital screens installed in the heart of urban spaces have become an 'inescapable media' that captures people's eyes.
So, how are the screens in our streets evolving in terms of technology and approach? Moving beyond simple billboards, DOOH is transforming into a more precise, immersive, and strategic form of media. Let’s explore the key trends driving this transformation.
Integration of Programmatic Technology: Real-Time Data-Based Advertising Execution
Digital out-of-home advertising is no longer just about repeating content. Recently, programmatic technology has been integrated, enabling real-time, data-driven ad executions. For example, data such as weather, traffic volume, time of day, and surrounding demographics are used to automatically optimize when and where specific ads are displayed.
A notable example is the DOOH campaign run in London by Clear Channel and VIOOH. Ads for umbrella brands are shown automatically when it rains, or financial-related ads are displayed only during peak commuting hours.
Another key technology to highlight is geo-fencing. This creates a virtual perimeter around a specific geographic area, delivering targeted ads to people entering the area. For instance, when someone enters a 500-meter radius near a shopping mall, digital screens display related products or discount information. This method allows for precise targeting tailored to the context of the offline space, transforming digital out-of-home advertising from a simple 'exposure medium' to an 'experience medium.' Using real-time data to finely adjust the context and timing of ads enhances brand effectiveness and provides a more 'natural' experience for consumers.
(Source: Clear Channel)
Immersive Content and Digital Art: Sensually Transforming the City with Screens
DOOH is expanding beyond simple advertising to become an experience-centric medium. At the heart of this shift are immersive content and digital art. Real-time interactive videos displayed on giant LED screens, media art that blends artistry with technology, and content that brings building facades to life—all contribute to reinterpreting urban spaces sensually.
A prominent example of this is D’strict's WAVE and WATERFALL artworks. Displayed on large screens in locations like Coex and Hongdae in Seoul, these pieces provide a visually immersive experience that blurs the line between reality and virtuality, garnering attention as public art rather than just 'advertising.'
This approach transforms the city into an exhibition space, offering brands a new opportunity to communicate their values and emotions visually, rather than focusing on product-centric messaging. This represents a more strategic form of communication.
(Source: d’strict)
Interactive Advertising: Expanding the Boundaries of Advertising through Participation
Advancements in technology have transformed DOOH from a one-way medium into a two-way communication channel. Interactive ads that use QR codes, motion sensors, touch screens, and mobile integration allow consumers to actively engage with content and instantly connect with brands.
A great example is Pepsi Max's augmented reality-based ad at a bus shelter in London, where meteor showers, aliens, and tigers appeared, creating a buzz. Nike also launched a campaign in New York's Times Square that synced with a mobile app, displaying real-time running records on the screen as part of a running challenge.
By encouraging direct participation, DOOH ads turn into a form of entertainment, fostering deeper engagement and driving social media sharing. It has quickly emerged as a powerful tool for amplifying brand interaction.
(Source: Grand Visual - Pepsi Max Unbelievable Bus Shelter)
The City Is Now Evolving into a Digital Media Canvas
Digital out-of-home advertising is no longer just an advertising medium; it has evolved into a complex media platform where brand experience, urban emotions, and technology converge.
With the addition of programmatic technology, immersive content, and interactive features, DOOH is becoming more refined, artistic, and strategic. This transformation is not just reshaping advertising but also altering the expression and atmosphere of cities.
In the future, DOOH will not just be 'watching ads' but 'experiencing media' that will deeply embed itself into our daily lives.
#DOOH #DigitalOutOfHome #ProgrammaticAdvertising #ImmersiveContent #SmartCityMedia #InteractiveAdvertising #BrandExperience #UrbanScreens #DigitalMediaTrends #OutdoorAdvertising
The Evolution of Street Screens: How Are They Changing?
by LED.ART EDITORIAL
Trends and Growth Drivers of Digital Out-of-Home Advertising (DOOH)
In a previous article, we discussed how the influence of traditional media (TV, newspapers, search portals, etc.) has been waning, and why Digital Out-of-Home Advertising (DOOH) is gaining renewed attention. In an age where personalized content from platforms like Netflix, YouTube, and Instagram scatter our attention, digital screens installed in the heart of urban spaces have become an 'inescapable media' that captures people's eyes.
So, how are the screens in our streets evolving in terms of technology and approach? Moving beyond simple billboards, DOOH is transforming into a more precise, immersive, and strategic form of media. Let’s explore the key trends driving this transformation.
Integration of Programmatic Technology: Real-Time Data-Based Advertising Execution
Digital out-of-home advertising is no longer just about repeating content. Recently, programmatic technology has been integrated, enabling real-time, data-driven ad executions. For example, data such as weather, traffic volume, time of day, and surrounding demographics are used to automatically optimize when and where specific ads are displayed.
A notable example is the DOOH campaign run in London by Clear Channel and VIOOH. Ads for umbrella brands are shown automatically when it rains, or financial-related ads are displayed only during peak commuting hours.
Another key technology to highlight is geo-fencing. This creates a virtual perimeter around a specific geographic area, delivering targeted ads to people entering the area. For instance, when someone enters a 500-meter radius near a shopping mall, digital screens display related products or discount information. This method allows for precise targeting tailored to the context of the offline space, transforming digital out-of-home advertising from a simple 'exposure medium' to an 'experience medium.' Using real-time data to finely adjust the context and timing of ads enhances brand effectiveness and provides a more 'natural' experience for consumers.
Immersive Content and Digital Art: Sensually Transforming the City with Screens
DOOH is expanding beyond simple advertising to become an experience-centric medium. At the heart of this shift are immersive content and digital art. Real-time interactive videos displayed on giant LED screens, media art that blends artistry with technology, and content that brings building facades to life—all contribute to reinterpreting urban spaces sensually.
A prominent example of this is D’strict's WAVE and WATERFALL artworks. Displayed on large screens in locations like Coex and Hongdae in Seoul, these pieces provide a visually immersive experience that blurs the line between reality and virtuality, garnering attention as public art rather than just 'advertising.'
This approach transforms the city into an exhibition space, offering brands a new opportunity to communicate their values and emotions visually, rather than focusing on product-centric messaging. This represents a more strategic form of communication.
(Source: d’strict)
Interactive Advertising: Expanding the Boundaries of Advertising through Participation
Advancements in technology have transformed DOOH from a one-way medium into a two-way communication channel. Interactive ads that use QR codes, motion sensors, touch screens, and mobile integration allow consumers to actively engage with content and instantly connect with brands.
A great example is Pepsi Max's augmented reality-based ad at a bus shelter in London, where meteor showers, aliens, and tigers appeared, creating a buzz. Nike also launched a campaign in New York's Times Square that synced with a mobile app, displaying real-time running records on the screen as part of a running challenge.
By encouraging direct participation, DOOH ads turn into a form of entertainment, fostering deeper engagement and driving social media sharing. It has quickly emerged as a powerful tool for amplifying brand interaction.
The City Is Now Evolving into a Digital Media Canvas
Digital out-of-home advertising is no longer just an advertising medium; it has evolved into a complex media platform where brand experience, urban emotions, and technology converge.
With the addition of programmatic technology, immersive content, and interactive features, DOOH is becoming more refined, artistic, and strategic. This transformation is not just reshaping advertising but also altering the expression and atmosphere of cities.
In the future, DOOH will not just be 'watching ads' but 'experiencing media' that will deeply embed itself into our daily lives.
#DOOH #DigitalOutOfHome #ProgrammaticAdvertising #ImmersiveContent #SmartCityMedia #InteractiveAdvertising #BrandExperience #UrbanScreens #DigitalMediaTrends #OutdoorAdvertising