NORTH AMERICA
DOOH advertising :
Boosting conversions with physical marketing
Igaming marketing should have a natural home in the digital world , but the physical world now offers compelling opportunities too . Here Mike Dodgson explains how a digital out of home ad experience can help boost igaming businesses ’ online activity
ABOUT ME
Mike Dodgson has an extensive background in paid media campaign management . He is the co-founder of TBD . Media , a digital marketing and affiliate management agency with a roster of igaming clients across the globe .
While not currently utilised to its full potential , using digital out of home ( DOOH ) advertising can be a valuable asset for igaming companies , especially when included in a marketing arsenal as part of a well-organised campaign strategy .
In fact , according to a survey commissioned by the Out of Home Advertising Association of America ( OAAA ) last year , 73 % of consumers view a DOOH ad as favourable , and 76 % of consumers have taken an action as a result of seeing one . Those figures are staggering . It ’ s just one of the reasons why ad spend has increased by 48 % globally since 2021 and is expected to surpass $ 25 billion by 2029 .
The other reasons for its growth can be attributed to the interactive and eye-catching nature of the ads , which appear on taxi tops , digital billboards , transit platforms , retail kiosks , bars and entertainment venues , and much more . The ability to programmatically buy this type of media via real-time bidding has also contributed to the growth , but here ’ s the real kicker : we can now track users who have been in the vicinity of a board if they visit the brand being advertised or take a meaningful action .
What all of this means is a general increase in trust in the market , particularly in the igaming sector . Operators can utilise this growing medium in a relatively cost-effective way for mass awareness , and affiliates will certainly benefit from showcasing a well-known and trusted brand , no doubt improving the click-through and conversion rate in the process .
Both sides of the fence
At TBD . Media , we specialise in both sides of the fence . Our affiliate management team diligently works with operators and affiliate partners to strategise on the best possible outcomes for all parties . Concurrently , our media buying and paid media team work on promoting brands in the digital outdoor sphere in a way that is most likely to impact their target
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