Always-On DOOH: The Case for Continuous Digital Out-of-Home Advertising
A 16-page ebook making the commercial and strategic case for always-on digital out-of-home advertising investment.
Author / Lead
2024-06-01
Overview
Burst campaigns create spikes. Always-on DOOH creates memory. Brands that maintain continuous presence in high-traffic digital out-of-home environments drive 3x higher brand recall compared to those running only periodic bursts.
Case Study
The Challenge
Most brands treat DOOH as a campaign amplifier, going dark between pushes and sacrificing the compounding memory effects that build brand preference.
The Solution
Built the always-on DOOH planning framework covering four components: audience continuity, creative rotation, budget allocation, and measurement.
Key Results
3x brand recall improvement with always-on versus burst-only DOOH
Recall Lift
65% of consumers recall brands with consistent DOOH presence
Consumer Recognition
Continuity strategy, creative rotation, budget allocation, and brand health measurement
Planning Framework
DOOH repositioned from campaign tactic to always-on brand infrastructure
Strategic Shift
Key Takeaways
16
Pages
3x
Brand Recall Lift vs. Burst
4
Planning Framework Components
65%
of Consumers Recall Brands With Consistent DOOH
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Responsibilities
- Authored the full ebook on always-on DOOH advertising strategy
- Built the commercial case comparing always-on versus burst campaign effectiveness
- Defined the planning and buying framework for always-on DOOH budgets
Outcomes
16
Pages
3x
Brand Recall Lift vs. Burst
4
Planning Framework Components
65%
of Consumers Recall Brands With Consistent DOOH
