6 Reasons to Include Digital /Screen Advertising in Your Marketing Plan

In today’s highly competitive business environment, choosing the right marketing channels is one of the most strategic decisions a company can make to capture attention, build brand recognition, and boost sales. Integrating both traditional and digital channels amplifies marketing effectiveness, and among these, Digital Out-of-Home (DOOH) advertising stands out as a powerful medium.

Let’s explore six key reasons why digital screen advertising deserves a place in your marketing strategy.

Enhanced Visibility and Attention-Grabbing Power

Digital screen advertising captures attention faster and more effectively through dynamic visuals — motion, light, color contrast, and even 3D animation.Studies show that while nearly 80% of people ignore static posters, they are four times more likely to focus on motion-based digital content (The Future Wall, 2024).

Example:

Unilever’s Magnum brand in Singapore used programmatic DOOH campaigns based on real-time audience flow, resulting in a 20% increase in product sales within a short period.

Measurable Results

Modern digital screen systems don’t just display ads — they collect valuable, real-time data such as audience flow, gender, age group, and the number of people passing by a specific location. This allows marketers to accurately calculate their Return on Investment (ROI) and make data-driven adjustments to their campaigns.

Example:

In Japan, Coca-Cola ran a real-time campaign on metro screens, displaying beverage ads tailored to the day’s weather. As a result, beverage sales in that region increased by 18% within two months.

High Flexibility

Digital screen advertising offers exceptional flexibility — allowing instant updates and adjustments based on time, location, or audience characteristics.

• Morning: Coffee shop promotions

• Afternoon: Fast food restaurant offers

• Evening: Live event or concert announcements

This adaptability is one of DOOH’s strongest competitive advantages over other media channels.

Example:

In the UK, McDonald’s adjusted its digital screen ads according to weather conditions — promoting hot coffee on rainy days and ice cream on sunny ones. This approach boosted customer engagement by 15%.

Refreshing Brand Image and Creating a Modern Appeal

Dynamic and interactive digital screen advertising helps position your brand as innovative, tech-driven, and forward-thinking. It gives your brand a modern feel and leaves audiences with a fresh and engaging impression.

Example:

During its grand opening in Shanghai, Tesla used large city-center screens to run an immersive 3D animation campaign. The visuals successfully reinforced Tesla’s image as a technology company leading a “new era” of innovation.

Greater Impact When Integrated with Other Marketing Channels

Digital screen advertising works best when paired with online and social media campaigns. It creates a seamless connection between offline visibility and online engagement.

• Add QR codes to drive traffic directly to your website.

• Offer discount codes to trigger immediate purchases.

• Invite participation in a social media challenge to boost engagement.

This integration encourages viewers to take direct action, turning brand awareness into measurable results.

Example:

In its “So Win” campaign, Nike combined WNBA game-time digital screen ads with Instagram Reels. The on-screen QR code led over 1 million users to the Nike app within 24 hours, significantly increasing sales.

Constant Brand Exposure

Placing digital screens in high-traffic areas such as busy streets, shopping malls, metro stations, and office elevators ensures sustained visibility and strengthens long-term brand recognition.

Studies show that brand recall among audiences exposed to digital screen ads can increase by 30% over six months (Statista, 2024).

Example:

In Barcelona, Samsung ran digital screen campaigns for its Galaxy S series on major streets, resulting in a 40% increase in brand recall within three months.

Conclusion

Digital screen advertising is not just about grabbing attention — it offers multiple strategic advantages:

• Measurable results: Enables precise tracking of campaign performance and ROI.

• Flexible timing and placement: Ads can be quickly adjusted based on location, time, or audience.

• Modern brand image: Positions your brand as innovative and forward-thinking.

• Integration with online and offline channels: Amplifies the impact of marketing campaigns.

• Long-term brand recognition: Ensures sustained visibility and recall among consumers.

Today, leading global brands consider DOOH (Digital Out-of-Home advertising) a core component of their strategy, transforming attention into tangible sales.