Can a DOOH Advertising Strategy Work for Smaller Businesses?

Small- and medium-sized enterprises are constantly looking for innovative ways to grow and stay competitive. In industries where digital transformation drives business success, one such avenue is digital out-of-home (DOOH) advertising. 

DOOH refers to digital advertisements displayed in public spaces, such as MRT stations, bus stops, shopping malls, and airports. These ads can range from digital billboards to interactive kiosks and screens. 

Traditionally, digital out-of-home advertising has been associated with big corporations with large budgets, due to the perceived high costs and scale involved. However, in recent years, the landscape has shifted. With the rise of programmatic DOOH and more affordable advertising solutions, the barriers to tapping into this technology are lower than ever. As a result, DOOH has become an accessible and effective marketing strategy for businesses of all sizes.

But the question remains: Can a small business truly benefit from this high-tech advertising tool? Let’s find out by exploring how smaller businesses can leverage DOOH to compete with larger players in the market:

1) Targeting Local Audiences Effectively

One of the standout advantages of DOOH for small businesses is its ability to target local audiences. In a highly urbanised city like Singapore, for example, where people are constantly on the move, reaching specific neighbourhoods or locations is key. DOOH allows businesses to strategically place ads in high-traffic areas such as MRT stations, shopping malls, and bus stops, as well as in locations where potential customers are easily accessible.

For example, a café in Tampines could run a targeted campaign in the Tampines MRT to attract commuters who may be interested in stopping by before or after their workday. The ability to geo-target will ensure that your message reaches those who are physically close to your business, making the chances of conversion much higher.

2) Maximising ROI on Smaller Budgets

Many small businesses assume that digital advertising like DOOH is out of reach due to the perceived high costs. However, DOOH is surprisingly cost-effective, particularly when compared to traditional advertising mediums such as television or print.

With programmatic DOOH, small businesses can bid for ad slots based on factors such as location, time of day, and audience demographics, allowing for lower costs per impression. Additionally, sharing screen space with other brands further reduces costs, making DOOH advertising a more affordable option for businesses with smaller budgets.

This affordability, combined with the ability to target specific areas and times, ensures that small businesses can maximise their return on investment (ROI).

3) Offering Flexibility and Scalability

Unlike traditional advertising methods that often require long-term contracts or large upfront costs, DOOH offers a more agile approach. You can start with a small campaign in one or two locations, and as your business grows, scale up your advertising efforts across multiple locations or at different times of the day. This scalability allows you to test and measure different approaches, ensuring you are spending your marketing budget wisely.

The real-time flexibility of DOOH is also an advantage. If you need to adjust your message for a specific event, time-sensitive offer, or even a change in inventory, you can update your ad content instantly. Let’s say a local event or a public holiday is approaching; you can quickly switch your message to reflect that. This level of control allows you to remain relevant and in tune with your audience’s current needs and interests.

4) Measuring Campaign Success with Precision

Another advantage of DOOH is its ability to provide measurable results. Compared to traditional advertising, where the impact is often hard to track, DOOH campaigns can be monitored with precision.

Businesses can track metrics such as QR code scans, website visits, or coupon redemptions, providing direct insights into how well a campaign is performing. Many DOOH platforms also offer real-time data analytics, allowing businesses to adjust their campaigns on the fly for better performance.

5) Boosting Brand Visibility and Credibility

Brand visibility is also crucial for any business, especially for small businesses trying to carve out their place in a competitive market. DOOH advertising offers an exceptional way to elevate a small brand’s credibility and professional image.

Whenever your business advertises on digital screens in well-frequented public spaces, it gives the impression that you’re a more established player. This is especially important since trust and credibility are essential factors that influence consumer decisions. 

6) Creating More Engaging Customer Experiences

Unlike traditional advertising methods, DOOH allows you to create more engaging customer experiences. Through dynamic visuals, animations, and interactive content, your ads can capture the attention of passersby more effectively than static posters or flyers.

Interactive elements such as QR codes, social media links, or even augmented reality features can invite potential customers to engage with your brand in real-time. Imagine a potential customer scanning a QR code on a digital billboard at Orchard Road, only to be taken directly to a special promotion or a discount offer. This integration of digital experiences in physical spaces grabs attention and drives meaningful interactions with your brand.

DOOH advertising offers small businesses a powerful avenue to stand out in a particularly competitive market. Its flexibility, cost-effectiveness, and ability to deliver real-time, targeted content make it an ideal alternative to traditional media. With a strategic approach, SMEs can take advantage of DOOH to create memorable experiences for their customers, driving brand awareness and allowing even smaller players to stay top of mind and ahead of the curve.