Why DOOH is a Cost-Effective Channel to Build Awareness in Sports

Digital out-of-home (DOOH) advertising is gaining momentum, making up 31.4% of total out-of-home advertising spending this year (eMarketer). For marketers looking for cost-efficient ways to increase brand awareness, DOOH is a key player in today's digital marketing strategy.

DOOH placements are often found in high-traffic locations like shopping malls, high streets, transport hubs, and around sports stadiums, making them an ideal choice for reaching sports fans at scale.

What sets DOOH apart is its ability to guarantee visibility. Geo-targeted placements allow sports brands to reach local audiences with ads that are impossible to miss. Unlike linear TV, DOOH provides total flexibility, allowing brands to adjust their spending, pacing, and audience targeting during a campaign.

How Does DOOH Work?

DOOH media is bought and sold programmatically, which allows advertisers to make real-time adjustments based on location and timing. This flexibility ensures that ad campaigns can be optimized as they run.

One of DOOH’s most powerful features is its use of audience data. Both first-party and third-party datasets help refine campaigns, ensuring that ads reach the right audience. By using geo-targeting, brands can ensure that their message is seen by sports fans within specific regions. Additionally, advertisers can track actions, such as web visits, taken by users who have been exposed to a DOOH ad.

Benefits of DOOH Advertising

• Cost-Effective: DOOH allows brands to minimize wasted impressions while still achieving their brand-building goals, making it more cost-efficient than traditional awareness channels.
• Target Fans at the Game: Advertisers can target sports fans attending live events, focusing ad delivery on premium screens near stadiums.
• Geo-Targeting: Ads can be strategically timed before and after games, ensuring maximum visibility and efficient spend.
• Measurable Campaigns: QR codes and programmatic mobile ads can be integrated to track direct actions, such as website visits, and optimize campaigns based on foot traffic.

Why Choose DOOH Advertising for Your Next Campaign?

A study from the Out of Home Advertising Association found that 76% of people who saw DOOH ads took action, such as watching a video, visiting a website, or making a store visit.

DOOH is particularly effective for reaching sports fans. According to Clear Channel, 77% of sports fans notice brands around sports events, with a 33% increase in brand affinity after seeing relevant out-of-home ads.

With precision targeting and advanced analytics, DOOH delivers a higher ROI than traditional out-of-home advertising, with 64% of U.S. marketers reporting an increase in sales and performance through DOOH (VIOOH).

If you're looking to maximize visibility, target specific sports fans, and track measurable results, DOOH advertising is a cost-effective solution to drive brand awareness and engagement.

Why choose BM Outdoor for your outdoor advertising?

• Consumer trust: Outdoor advertising is a trusted medium for many, standing the test of time.
• Direct and captivating messages: We deliver clear and compelling messages that effectively reach your audience.
• Affordable for all: We offer options that fit all budgets and types of businesses.
• Sales team at your service: Our passionate sales team is ready to help you achieve your goals.