Whether it’s one-to-many JC Decaux-style digital billboards or one-to-one video ads in the backseat of a ride share, the DOOH category is said to generate unprecedented ad recall - an impressive 82% – and, as a result, has become the fastest-growing advertising channel out there. In the U.S. alone, DOOH ad spending is expected to reach $4.3 billion this year, representing 44.8% of total U.S. OOH ad spend. By 2028, that number is expected to rise to almost half of all US OOH ad spend.
It’s also become clear that high-quality contextually relevant video is the lifeblood of this success in out of home venues like restaurants, bars, airports, waiting rooms, and other environments. Studies consistently demonstrate the critical role of contextual factors in shaping the effectiveness of video advertisements. Aligning the emotional tone, relevance, and interactive elements of ads with the surrounding content significantly enhances consumer engagement and the overall impact of advertising campaigns.
A report published this year in the Journal of Advertising Research examined the impact of emotional alignment between video ads and the content they accompany. The findings indicate that ads with emotional tones congruent with the surrounding content lead to higher viewer engagement and improved ad recall. This suggests that aligning the emotional context of ads with the content enhances their effectiveness.
Says VideoElephant SVP Business Development, K.C. McLeod, “Relevant video content drives engagement and attention, key components for monetization. Not only do we at VideoElephant help screen operators satisfy advertisers by providing access to literally millions of premium rights-cleared videos to drive eyeballs, we can and do sell the ads surrounding them.”
It logically follows that publishers want to take advantage of this DOOH boom, especially since their content can be leveraged and further monetized on screens everywhere. VideoElephant is already in conversations with numerous media companies about how to manage their DOOH presence and take full advantage of this extensive channel.
Taking full advantage of this link between ads and content are closed-network digital out-of-home (DOOH) operators such as Loop Media, Gym TV, and many others, which program screens in bars, restaurants, gyms, doctors’ offices, and more. By aligning ads with the surrounding content, these networks create a seamless viewing experience that resonates with the audience.
VideoElephant partner Gabriel Castonguay, Director of Media at cloud-based gaming network Axes.ai, sums it up this way,"We're so excited for this partnership, as we see all our screens go from ads only, into TV screens with real content. Our screens are instantly becoming more sexy, attractive, and engaging! Can't wait to roll this out across our screens and drive revenue together."
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