By Scott Brown

According to PQ Media, the worldwide media revenues from DOOH in 2017 was $13.4 billion, an increase of 13% over the past year. The medium is growing and maturing fast. For businesses, the issue is no longer whether DOOH should be used but how to find the best ways to incorporate digital signage into the overall existing marketing strategy.

Full-motion video is a powerful tool to deliver messages to an audience on the move. Such content can segue from one medium to another, from the internet to television and from there to DOOH. Audio visuals have a unique capacity to engage. The message works at an obvious and subliminal level. Research comparing static content with full-motion video on DOOH reveal that the latter is 2.5 times more impactful than static adverts.
The human brain processes information in a holistic manner, and full-motion videos display information as a composite whole. Their effect on understanding and memory is therefore greater. There are a few factors that can influence how positive and strong the effect is. These include past interactions, brand value, product type, attribute being highlighted, and overall presentation of the video.

With full-motion video, you can tell a story. Each video has something new and engaging to offer. A narrative that evolves and succeeds in gripping the viewer’s attention will leave something back in memory. What this “something” is, depends on the central aspect of the narrative.

The emotional response to full-video DOOH content is positive and happens multiple times during the viewing. These can translate into sales. Such videos on DOOH can pick up from where TV ads leave a viewer. They can effectively take brand building outside the house.
The ads can prime viewers for interaction online. Research shows that the same ad viewed via DOOH has a higher positive effect as compared to when it is viewed online.