1、DIFFERENCEGlobal consumer attitudes to digital outdoor advertising and its unique potential for brandsTHEDOOHREPORT 2022I00 0000 00 000000000000 00 00000000 000000 00 00 00 00 00 00 INTRODUCTION DOOH:The Bigger Picture Goals&Methodology Executive Summary MAIN FINDINGS How Consumers See DOOH-Innovati

2、ve-Relevant-Memorable-Actionable Consumer Perception:Ranking the Attributes of DOOH-DOOH vs.TV-DOOH vs.Social Media-DOOH vs.Websites-DOOH vs.Digital Audio-DOOH vs.Radio-DOOH vs.Print Media-DOOH vs.OOH CONCLUSION:The DOOH Difference Consumers Like,Trust,and Engage With DOOH Marketers Are Increasing D

3、OOH Budgets DOOH Offers Reach and Omnichannel PerformanceDOOH Offers a Superior Combination of Broad-Reach Media In Review CONTENTS2INTRODUCTIONDOOH:THE BIGGER PICTUREGOALS&METHODOLOGYEXECUTIVE SUMMARYTHE DOOH DIFFERENCEINTRODUCTIONA study conducted for Xaxis by DPAA,the global digital out-of-home m

4、arketing association,found that marketers are comfortable integrating the new capabilities of DOOH into wider digital media buys.These capabilities include new forms of audience targeting,enhanced screen interactivity,and the ability to purchase inventory through programmatic platforms.In addition,n

5、ew ways of gathering and using data with DOOH enable personalization,localization,cross-channel(a.k.a.omnichannel)targeting,and added flexibility in moving budgets across formats to make real-time adjustments.DOOH is evolving and growing,and marketers seem eager to capitalize on its expanding potent

6、ial.But while seeking to understand the full potential of DOOH,we realized that our understanding of the landscape lacked a crucial piece of the bigger picture:The consumer perspective.To that end we posed a number of questions to consumers to analyze the impact of DOOH by itself and in comparison t