Digital Out-Of-Home on the verge of a major change

October 27, 2019
 – 
Janne Lohvansuu
Did you know that Digital out-of-Home (DOOH) is the fastest growing marketing media? Globally, the growth is increasing — from 12,5 billion (2016) to over 26 billion dollars until 2023, according to estimates.

Automatization of digital marketing channels has increased a lot over the past 10 years. Especially artificial intelligence and machine learning have dominated the development in the past 5 years. At the same time, the maturity of the digital out-of-home compared to other forms of digital advertising has lagged behind and the analysis and utilization of the data gathered has not much been refined for business purposes.

However, the need for better analysis exists. A lot of retail advertisers are seeing digital out-of-home as their main medium to reach consumers in future and other industries are not far behind.

Current technologies already enable targeting the messages according to identified customer profiles also in digital out-of-home advertising. Combining the understanding of customer reactions with other data sources (such as mobile data or brand recognition) can be further enhanced with machine learning and artificial intelligence.

Programmatic buying has increased substantially over the past 5–10 years and end is not in sight. Bringing this into out-of-home markets will radically change the industry dynamics in the next five years and we will surely see the large advertising conglomerates to research the possibilities programmatic offers.

The out-of-home industry has been very stable and with clear lines between operators. Media sales companies have sold the digital out-of-home the same way they do traditional out-of-home. Integrators have installed and managed the digital signage networks and only a few companies have developed real value-adding software on top of the signage networks.

DOOHLABS intends to change the digital out-of-home market permanently

The situation above made us launch Doohlabs. Our company has its roots in the Finnish digital signage pioneer, Craneworks. They have developed dedicated software for digital signage content management, audio marketing and wayfinding solutions for their customer’s needs that is now in use in thousands of digital displays all over Finland. That forms a foundation we will take the software development to the next level and to international markets.

Digital out-of-home has suffered a lack of measuring the impact it generates. We will change this. Doohlabs develops a data-driven platform for digital out-of-home that shows explicitly how a given target group reacts to particular content and utilizes this data to deliver the most impactful content to the right audience at the right time.

Doohlabs platform combines the data from digital displays, audio marketing and dynamic wayfinding into the target audience and behavioural data. By analyzing this information, we are able to target the content better and with the help of machine learning the targeting can be optimized even further. By combining this understanding with other data sources and devices we can create totally new kinds of business opportunities and revenue models.

In the team of Doohlabs, we combine the brightest minds from digital signage and service design. The team has been put in place to develop a platform that understands the real customer needs and can combine that seamlessly into digital marketing and displaying digital content. Our first platform will be live at the autumn 2019 and we are already launching selected pilot projects with many of our customers.

And where did the funky name Doohlabs come from? To put it short, DOOH (digital out-of-home) is our dedication. We dedicate our focus to both commercial and public spaces where people move… and LABS is our ethos — we boldly try out new things that shake the traditional ways of working and thinking, which will change the digital out-of-home market and industry dynamics for permanently.

We welcome you to join us for the journey — get in touch today!

visit www.doohlabs.com