Well-placed advertising on digital surfaces accelerates buying behaviour
Recent research by the Outdoor Advertising Association of America (OAAA), conducted by Nielsen, shows that customers who capture a message via a digital surface are highly likely to visit the point of sale. What's more, up to 80 percent of them will then make a purchase.
This and other research in the "out of home" (OOH) advertising segment is finally pushing digital OOH to the level of an effective medium that deserves a solid place in the media mix of campaigns, not only for big brands but also for smaller companies.
Lurity, which today operates a network of hundreds of multimedia indoor and outdoor digital screens in top shopping centres in the Czech Republic, Slovakia and Bosnia and Herzegovina, was founded in 2016. "At that time, we were the first to bring programmatic buying of advertising space to the Slovak market, which over time was modified to the current automated one, and an online platform for real-time media buying. We were also one of the pioneers of 'live feed' campaigns, which adapt their content in real time according to the audience or an external event," says company director Tomas Tiefenbach.
Since its inception, the company has carried out almost 2,400 campaigns through its space and successfully expanded from Slovakia to other markets. This confirms that the trend is towards digitalisation and the replacement of traditional paper billboards with digital screens.
Lurity's network includes connected screens in nearly 50 shopping centres, attractive LED boards on busy roads, hospitals, fitness centres, various shops and stores. "A recent innovation is the network of 80 screens of the Slovak Post or COOP Jednota, which we are still expanding," adds Tiefenbach.
Lurity's digital advertising screens are placed in the busiest locations with a high presence of people for whom the medium has a high affinity. They reach up to 15 million customers per month with their screens. The client's ad runs in a 10-second spot, visual, or better yet, a video that draws up to 25 percent more attention.
"One of the main benefits Lurity's clients see is the quick selection and purchase of digital advertising space through its own self-service planning portal, where they can enter a campaign themselves and have it launched within minutes of approval," explains Tomáš Tiefenbach. Of course, the campaign progress can then be monitored in real time with the option of self-service exchange of campaign visuals or videos.
50 top shopping centres, 500 DOOH areas, 15 million customers per month
BIG BRANDS AND SMALL COMPANIES
More than half of Lurity's clients are large advertisers who are served by media agencies. "For these clients, we provide especially convenient planning via the portal and practical Czech-Slovak advertising coverage," says Tiefenbach, continuing, "For smaller clients, Lurity is attractive because of its pricing policy - prices are transparent and published on the web in our self-service portal, where you can plan your campaign yourself very easily and, most importantly, without price negotiations." The choice of digital space is also up to the client - they choose the location based on their own requirements and brand needs.
"Lurity is first and foremost a technology company and we look at market challenges through technology solutions. We don't like to hear 'it won't work because it's been done that way for 20 years'. If we see that something can be done better, we'll do it ourselves. If it doesn't work, we throw the idea in the bin and do it differently and even better. Above all, clients can expect us to innovate. We like to come to market with innovations that also have a real practical impact on the success of OOH campaigns," explains Tiefenbach.
THE FUTURE OF DOOH
Brand media spend surveys show that investment in out-of-home media, and digital in particular, is growing steadily and trends suggest that DOOH will account for more than a third of outdoor advertising budgets by 2025.
Media agencies are already starting to include digital OOH as a standard part of their campaign media mix, as this medium is proven and highly effective. Surveys report that companies earn an average of $5.97 for every $1 they invest in OOH advertising. That's almost six times the return on investment. "And that's why we should pay even more attention to DOOH than we already do," Tiefenbach concludes.