DOOH Express-Guide
TOP 7 ADVICE

In recent years, we at Arsenal Media have had the privilege of developing or contributing to a wide range of out-of-home digital (DOOH) initiatives and producing digital content for retail networks, interactive multimedia installations, control rooms, in-house corporate systems, interactive kiosks and other projects.

These solutions have been developed with and for many different clients and partners and adapted to an extensive range of environments and configurations.

We have drawn on this hands-on experience and made a few observations that we hope will broaden your perspective with respect to this powerful medium.

1. UNDERSTANDING CONTEXT
   Conventional display media are inextricably linked to the setting in which they are located. Digital display solutions are no different, but they take this notion to a whole other level. From the standpoint of venue layout, the ability to quickly identify specific target zones and opportunities to integrate the most appropriate display technologies in the most strategic spots is instrumental to digitally transforming a given space.
   
   But that's not all. Few platforms offer such clear reference points in terms of adapting content to a given distribution context. With DOOH, the considerations involved are easy to identify: the physical space, the target audience, the precise time a message is presented, the details related to the setting (weather, traffic, etc.) and the technology, which is what allows us to adapt content quickly and effectively.
   
   It is essential to have a solid understanding of this context and these reference points when putting a project together. This will help guide the choice of the technology, the style of the content and the business objectives of the project. DOOH solutions are never a one-size-fits-all proposition. You need to know how to leverage the context to ensure a project generates real value in a given setting.

2. YOUR DOOH RECIPE
   While analyzing the context and planning the approach, you'll be required to come up with a "recipe" for your DOOH project. The resulting dish differs from one organization to the next. Which type of screens do you want? Where will they be located? How high up? What kind of content will you display? How long will it run? How often will you update it? What technologies will you need?
   
   A good grasp of each of the individual ingredients will help secure the success of the project. But remember: there is no one set recipe. Yours will inevitably change over time as your needs evolve.
   
   Your brand, your world, your DOOH recipe.
   
   Many organizations are interested in integrating DOOH into their business strategies but are deterred by the complexity of building a project that is in line with their identity. This has proven to be an obstacle for the growth of the DOOH industry. But the emergence of specialized content marketing agencies such as Arsenal Media is helping to address this problem. As a result, we should see more and more projects appear in the coming years.

3. REACHING OUT TO THE AUDIENCE
   Under the pressure of technological challenges, corporate objectives and logistical issues, DOOH solutions often lose sight of one of the most important elements of all: the people who are watching. Or not watching, as the case may be – especially if the editorial content is unreadable or uninviting, the screens are out of the field of vision or the soundtracks used are off-putting. These all detract from the audience experience and inevitably lead to the failure of the project. All this, because the project does not take the audience into account and give them what they need to warm up to this relatively new medium.
   
   In today's marketplace, we can never forget that even a single moment of an audience's attention is a precious commodity. It's what drives our industry. How can we get anywhere if we don't reach out to them and prioritize their interests? To have a real, meaningful impact on your business, your DOOH initiative has to first and foremost respect and cater to your target audience.

4. FUN = SUCCESS
   Digital signage is an attention-grabbing medium. Whether it's a simple LED screen or a cutting-edge gesture-based interactive installation. To draw your audience into the medium and maximize attention and recall, you need to focus on fun. Something that is enjoyable to look at, with appealing graphics, lively colours and interesting and/or humorous written material, is more likely to be noticed and remembered. Even in a digital merchandising setting.
   
   When setting up a DOOH system, especially one in a corporate or retail environment, it is common to underestimate the impact of a playful approach, especially when it comes to creating content and selecting technologies. Which is a serious oversight, because fun is one of the keys to establishing a good relationship between the medium and the audience. It's an automatic "in." And ultimately something that will bring you closer to your business objectives.

5. MEASURING IMPACT AND ROI FROM DAY ONE
   It is impossible to overrate the importance of establishing clear objectives and determining what the criteria for success for your OODH project will be. These need to be in place from the get-go – whether your setup is in a retail, public, corporate or other setting. This may seem self-evident. But because the medium is still relatively young, it can be challenging to determine what these measurable objectives should be, in relation to the size of the investment required to roll out a strong DOOH project.
   
   When developing content and projects, the four most common focuses are sales impact (especially in a digital merchandising context), operational savings (e.g., reduction in printing costs), new revenue streams (advertising, etc.) and contribution to the brand experience. Examples of additional concrete targets would be increased customer traffic, broader media visibility and higher satisfaction ratings. The various stakeholders involved in the project must agree on these goals and the way in which they will be measured before the development process gets under way. A DOOH specialist can help you pinpoint your own objectives by providing you with a comparative evaluation of similar projects that have enjoyed success.

6. HYBRID DOOH SOLUTIONS AND AUDIENCES ON THE MOVE
   DOOH systems are quickly becoming more and more commonplace – and more and more refined. Beyond the technological advances in the industry, this increased sophistication translates into more comprehensive business models, smoother integration into surrounding environments and greater synergy with other platforms, including mobile marketing, online and print applications.
   
   When attempting to connect with people who are constantly on the go, and whose attention is captive only at a few choice moments throughout the day, it can be beneficial to utilize the strengths of complementary platforms to enrich the overall audience experience and promote continuity. Smart phones and the Internet are natural allies in this regard, but print applications can also easily be aligned with DOOH projects. For example, we're seeing an increase in the number of projects that combine screens or projection technology with static murals or brochure stands.

7. DIGITAL CREATIVITY: DEBATE VS. REALITY
   Those who specialize in traditional media strategies sometimes refer to the creative limitations of DOOH projects. They defend their position by saying that DOOH offers little continuity in terms of screen format and often neglects sound altogether. In truth, however, digital signage is probably one of the most engaging and distinctive media that can be integrated into a specific environment. Very few platforms deliver such a wide variety of interfaces for an audience to experience: touch screens, gesture-based interactivity, projection, plasma screens, LCD, microdisplays, LED, interactive kiosks with WiFi capabilities... and the list goes on.
   
   Creativity is essential through every step of the DOOH project development process. From the choice of technologies and the creation of high-calibre, original content to the physical installation of a DOOH system. This means endless opportunities for optimizing space and connecting with the audience in a compelling, immediate way. And that's only the beginning. The coming years will see the emergence of new approaches that will be even more attractive to and in synch with a mobility-minded public. And the key to this portal to a surprising and exciting new world is DOOH.