Retail industry is undergoing a transformative shift. As traditional advertising methods lose their luster, businesses are seeking cutting-edge solutions to engage their target audience. Larisa Bekasova delves into the expanding realm of digital out-of-home (DOOH) advertising, highlighting the surge in digital screens that offer dynamic and interactive consumer engagements, and how SAB, a startup backed by in5 Dubai (TECOM group) and supported by the business community 24six9 with more than 12,000 entrepreneurs around MENA and more than USD $100 millions raised in startups, is revolutionizing the dooh advertising landscape in Dubai’s premier shopping destinations, such as The Dubai Mall, Dubai Hills Mall, Ibn Battuta Mall, Mall of the Emirates, and Nakheel Mall.
Dmitry Postogonov, Founder of Smart Digital FZ-LLC, provides his expert insights on emerging trends in outdoor marketing that have the potential to permanently transform Saudi Arabia’s market landscape.
The Proliferation of DOOH: Digital Advertising Screens Transforming the Landscape
Over the past few years, we’ve witnessed a significant shift in the advertising industry, with digital advertising screens becoming a ubiquitous sight in our daily lives. From bustling streets to trendy shops and sleek business centers, these screens have transformed the way businesses communicate with their customers. The advantages of digital advertising are clear: instant updates, reduced printing costs, and the elimination of physical distribution. However, the rapid growth of this advertising medium has also brought about an unexpected challenge.
The Paradox of Advertising Noise
As the number of digital advertising screens has increased, so too has the amount of ‘advertising noise’ that surrounds us. Our brains, bombarded with a constant stream of advertising messages, have developed protective mechanisms to filter out this noise. The result is a decrease in advertising effectiveness, as consumers become less likely to notice or engage with the content displayed on these screens. This presents a significant problem for businesses, as they are forced to increase their advertising budgets to counteract this trend, with no guarantee of improved results.
DOOH Advertising: Unlocking the Promise of Targeted Digital Engagement
In the face of this challenge, the emergence of new technological solutions offers a glimmer of hope. Targeted advertising, which aims to deliver more precise and relevant content to the target audience, has the potential to reverse the trend of declining advertising effectiveness. By ensuring that the right message reaches the right person at the right time, targeted advertising can significantly increase viewer engagement and drive better results for businesses. While this approach has been successfully employed in the online world for some time, it is now poised to make its mark on the offline space, particularly in indoor advertising.
New Solution for DOOH launched in Dubai
In the heart of Dubai’s retail landscape, SAB is creating a new ecosystem for digital outdoor advertising. With a focus on premier shopping destinations such as The Dubai Mall, Dubai Hills Mall, Ibn Battuta Mall, Mall of the Emirates, and Nakheel Mall, SAB’s groundbreaking technology is transforming the way businesses connect with their customers. SAB’s innovative device leverages advanced CV and AI algorithms to deliver precisely targeted advertising to store visitors, ensuring that the content displayed is both relevant and engaging.
SAB – Smart Digital’s Innovative Solution for DOOH
By analyzing a visitor’s demographic profile in real-time, SAB can provide personalized content and offers that align with consumers’ interests and preferences. This targeted approach not only increases customer engagement but also enhances the overall effectiveness of marketing campaigns.
The SAB device offers a range of powerful features that set it apart from traditional advertising methods:
- Precise targeting: SAB determines a store visitor’s demographic profile in real-time, allowing for the delivery of highly relevant content. Importantly, the information gathered is depersonalized and does not include images or photos, ensuring visitor privacy.
- Personalized offers: By understanding a visitor’s interests and preferences, SAB can broadcast personalized offers that are more likely to resonate with them, increasing the likelihood of conversion.
- Enhanced conversion rates: Through precise targeting, SAB helps advertisers reach potential buyers more effectively, ultimately leading to higher conversion rates and increased sales.
- Comprehensive analytics: Advertisers gain access to a powerful analytics tool that enables them to evaluate the performance of their advertising campaigns in real-time. This allows for timely adjustments and optimization of the store’s advertising strategy.
The Benefits for Store Visitors
While SAB offers clear advantages for advertisers, it also provides significant benefits for store visitors. By delivering targeted, relevant content, SAB helps to reduce the amount of ‘advertising noise’ that visitors are exposed to, ensuring that they receive information that is genuinely useful and interesting to them. Recent research conducted by Mood Media (UK) at points of sale underscores the demand for this type of targeted advertising, with 71% of shoppers expressing a desire to receive information about products and special offers while visiting a store. Among Generation Z shoppers, this figure rises to an impressive 78%, highlighting the growing importance of personalized offers delivered via digital screens.
The Future of DOOH Advertising
As the advertising landscape continues to evolve, the possibilities for interaction between the advertising medium and the viewer are becoming increasingly exciting. The ability for viewers to provide real-time feedback on the content being broadcast opens up new avenues for engagement and customization. In this context, it is hardly surprising that Dubai, a city renowned for its innovation across various sectors, is at the forefront of implementing these cutting-edge technologies.
Having established a strong presence in Dubai’s dynamic market, SAB is now poised to bring our expertise to Saudi Arabia. Riyadh, a major shopping destination, attracts millions of tourists from around the world each year, with visits to its luxurious shopping malls being a staple of their itineraries. As a symbol of innovation, Riyadh is constantly seeking new ways to amaze and delight its visitors. The introduction of Smart Digital’s SAB ecosystem in Riyadh’s shopping malls promises to do just that, offering a unique and personalized DOOH advertising experience that is tailored to each individual visitor. By tailoring DOOH advertising content to the unique demographics and preferences of visitors at each mall, SAB provides a vibrant DOOH marketing solution that maximizes engagement and drives results.
The SAB Ecosystem: How It Works
The SAB ecosystem is a testament to the power of intelligent advertising. By analyzing a viewer’s gender, approximate age, emotions, and level of interest in less than half a second, SAB can deliver content or personalized offers that are most suitable for their demographic group. The system generates a unique, depersonalized digital code for each viewer as they engage with the advertising screen, ensuring that their personal data remains protected. What sets SAB apart is its ability to interact with the viewer and adapt in real-time based on their feedback. For example, if the system detects a lack of interest, it can adjust the duration of the advertising spot or even change the storyline of the advertisement to better suit the viewer’s mood. This level of intelligent, unobtrusive advertising is a game-changer, offering personalized promotions and discounts that are tailored to each individual’s preferences.
The Industries Set to Benefit Most from SAB
While SAB’s technology has the potential to revolutionize advertising across various sectors, certain categories of shops are particularly well-positioned to reap the benefits of this innovative approach. Perfumery, beauty products, health products, fashion, optics, sporting goods, footwear, leather goods, and electronics are among the industries that stand to gain the most from SAB’s implementation. By targeting advertising content to the specific interests and needs of visitors within these categories, SAB enables businesses to forge stronger connections with their customers and drive increased sales.
An Invitation to Experience the Future of DOOH Advertising
As Dubai continues to push the boundaries of innovation, the introduction of Smart Digital’s SAB ecosystem in its shopping malls is set to redefine the retail experience. By combining advanced technology with a deep understanding of consumer behavior, SAB offers a glimpse into the future of advertising – a world where ads are not just tolerated, but actively enjoyed by viewers. For businesses operating in Dubai’s competitive retail landscape, SAB presents an unparalleled opportunity to connect with customers on a more personal level, driving increased engagement, loyalty, and ultimately, sales.
The advent of targeted, interactive advertising solutions like Smart Digital’s SAB ecosystem marks a new era in the world of out-of-home advertising. As businesses in Dubai and beyond strive to cut through the noise and capture the attention of their target audience, the adoption of these innovative technologies will become increasingly crucial. By embracing the power of intelligent, personalized advertising, retailers can not only enhance the shopping experience for their customers but also unlock new opportunities for growth and success in an ever-evolving market. As the future of advertising unfolds, one thing is certain: those who adapt and innovate will be the ones who thrive.
Want to know more about SAB?
With SAB’s cutting-edge solutions, businesses no longer need to search for a digital marketing agency; instead, they can rely on SAB’s vibrant marketing management to achieve their advertising goals.
At the 2024 Step Conference, Dmitry Postogonov, founder and CEO of Smart Digital, introduced their pioneering solutions in the field of digital out-of-home advertising. By leveraging modern tools, the company is setting new standards in how advertisements are presented and interacted with in public spaces.
Optimizing Advertisements Based on Viewer Interaction
The company’s innovative approach includes the ability to modify the duration and content of advertisements based on viewer reactions. This dynamic method not only increases engagement but also enhances the effectiveness of marketing campaigns by providing personalized statistics to advertisers for better analysis and strategy development.
Pioneering DOOH Pilot Projects in Dubai Shopping Malls
Currently, Smart Digital is in the pilot stage of testing their equipment in shopping malls. This test phase is critical for refining the technology based on direct consumer feedback and interaction within a controlled environment. The insights gained from these tests are crucial for advancing the platform to ensure it meets the modern demands of advertising in high-traffic retail environments.
Are you ready to transform your store’s advertising and see a real increase in customer engagement and sales? Smart Digital is offering a game-changing opportunity exclusively for retail shop owners. For a limited time, they are providing this innovative Smart Advertising Box (SAB) equipment for a free 2-month test period.
Imagine being able to understand exactly what captures your customers’ attention and tailor your advertisements to meet their desires. With SAB, not only can you increase your sales, but you’ll also gain invaluable insights into consumer behavior and advertising effectiveness. This trial could revolutionize how you connect with your customers and boost your profits, all with no risk and no cost to you.
Text Larisa Bekasova, BD manager
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- What is dooh advertising?
Larisa Bekasova explains DOOH meaning: Imagine your advertisement isn’t just a billboard anymore. It’s a living, breathing message, adapting to its audience like a chameleon. That’s the power of DOOH – Digital Out-of-Home advertising.
Forget those static, unchangeable ads. Want to showcase trendy new styles to young women during their afternoon commute? Need to target busy professionals with financial ads during the morning rush hour? Or maybe you want to promote family-friendly events in areas with high foot traffic from parents? DOOH makes it possible.
Here’s why DOOH is the future:
Unmatched Engagement: Vivid displays, video, even interactivity – DOOH cuts through the noise like no traditional ad ever could.
Pinpoint Targeting: Think of the audience you want. SAB can tailor your message to reach them based on time, gender, demographics… you name it!
Data-Driven Results: Forget guesswork. DOOH offers real metrics. Know who saw your ad, how they reacted – it’s optimization heaven.
May 8, 2024
