Brand Impact
The effect of a campaign on awareness, image, and consideration. Out-of-home is a particularly strong channel for building a brand and growing market share. Proven by research.
Why digital out-of-home advertising?
Digital out-of-home (DOOH) is a local mass medium positioned right where people and traffic flows meet. And it works: dynamically, digitally, and data-drivenly.Find out why!
5 reasons to choose Outshine's digital surfaces:
1. Reach your target audience broadly in the BIG 5 growth centers
Out-of-home advertising reaches 99% of Finns weekly. Our digital network stretches from Helsinki to Ivalo, ensuring your message is seen – in the pulse of urban city environments and traffic flows. We are particularly strong in the BIG 5 growth centers: Helsinki, Espoo, Tampere, Vantaa, and Oulu.
2. Take over blocks on a large scale or target precisely
Digital out-of-home advertising allows for campaign targeting by city, region, proximity to a selected store, or even by time of day. Visibility can be built exactly where masses and purchase intents are strongest.
3. You are unmissable
DOOH advertising does not compete in a feed. It cannot be ad-blocked, scrolled past, or skipped. Digital out-of-home is encountered while on the move and in situations where it doesn't interrupt other content. High-quality outdoor advertising is a natural part of the urban environment. On digital surfaces, you can also influence and take a stand. Outdoors on digital screens, you can spark conversation in a way that is more restricted on other digital platforms.
4. Build your brand and boost your entire media mix
Out-of-home advertising increases the perceived size of a brand and strengthens the impact of the entire media mix. When large digital surfaces and repetition build a strong memory trace, people recognize the brand more easily and react more readily in other channels as well. DOOH acts in the media mix as a medium that enhances the impact of digital advertising, social media, and other channels.
5. React and be seen in real-time
Digital out-of-home advertising allows for content to be changed in real-time. The message can live according to the weather, time of day, or ongoing events. This makes digital out-of-home an always relevant, flexible, and cost-effective channel.
Go out and shine! Explore our advertising network
Digital out-of-home is number one
Consumers view digital out-of-home advertising more positively than other media. Up to 73% perceive DOOH advertising as positive.
For comparison:
- social media advertising is viewed positively by 48%
- online advertising by 37%
- print by 31%
When you want a positive reception for your message, choose digital out-of-home.
Source: Out of Home Advertising Association of America, The Harris Poll 2024: Ages 18–64
Purchasing power that reacts
Out-of-home advertising reaches an audience with higher-than-average purchasing power. In the major cities of the Helsinki metropolitan area, Turku, Tampere, and Oulu, as well as along roadsides, those exposed to outdoor advertising tend to have higher incomes. With Outshine’s network, you reach exactly this audience.At the same time, digital out-of-home doesn’t just get seen – it activates action. Roadside DOOH increases activity more than average and also drives people toward mobile interaction.
Source: Out of Home Advertising Association of America, The Harris Poll 2024: Ages 18–64
Out-of-home is one of the most effective media for brand building
According to studies, it increases brand consideration by up to 72% and grows brand image 27% more likely than many other traditional media.Furthermore, outdoor advertising directly affects purchasing behavior: up to 69% of consumers report having visited a store based on an outdoor ad seen while traveling, and two out of three say outdoor advertising influenced their purchase decision.Outdoor advertising can also increase short-term sales by up to 47%.
Source: Outdoor Finland, Kantar, Consumer Compass; Binet & Field: Marketing Effectiveness in a Digital Era; IPA & Rapport: Standing on the Shoulders of Giants.
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DOOH (Digital Out of Home)
Digital out-of-home advertising. Screen-based outdoor advertising where content can be changed on a schedule or in real-time. Enables dynamic and data-driven campaigning.
Dynamic Content
Advertising content that changes based on the time, weather, event, or other data source. Increases relevance and campaign effectiveness.
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Context
The environment, time, situation, or other context in which an ad is encountered and where the ad's content relates to the surrounding reality. Contextuality improves message relevance and effectiveness.
Loop
The repeating advertising cycle on a digital surface. During one loop, all ads on that specific screen are shown once.
Store Guidance (Drive-to-Store)
The use of outdoor advertising to guide consumers near a point of purchase. Effective especially in retail and local campaigns.
Impressions
Traditionally, impressions refer to how many times your ad has been displayed on a digital screen during a campaign. In programmatic out-of-home (pDOOH), impressions may also refer to the number of contacts, i.e., how many people have seen it in a specific location.
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Dayparting
Scheduling a campaign for specific times of the day, such as morning or afternoon rush hour traffic.
Coverage
How extensively a campaign covers a geographical area or target group. Can be national, regional, or local.
Planning Tool
Outshine’s tool for customers, where you can immediately see what the campaign looks like, where it appears, and what it costs. Enables visual planning, precise targeting, and automated campaign reporting.
Reach
The proportion of the target audience exposed to the campaign within a certain period of time.
Frequency
How many times the same person encounters the campaign. Sufficient frequency strengthens the memory trace and brand impact.
Out-of-Home (OOH)
All advertising that takes place outside the home: digital screens, shopping center networks, street-side displays, and other physical advertising surfaces.