Digital Screens in Durham's Public Spaces
Reach audiences with digital displays that engage people where they naturally move, from the city center to surrounding commercial areas.
We Serve Durham Clients
Activating Physical Spaces
Digital out-of-home advertising places dynamic messages on screens within the physical world. This strategy goes beyond traditional billboards, integrating visual content into environments where people gather, commute, or spend time. We consider how these digital displays capture attention, ensuring your message is presented at relevant moments throughout the day.
For businesses in Durham, this approach solves the challenge of connecting with an audience that is increasingly mobile and often untethered from personal devices. By understanding the typical flow of daily life, from work commutes near Research Triangle Park to leisure activities around the American Tobacco Campus, we select placements that align with these patterns, rather than relying solely on high-traffic counts.
Raincross applies audience modeling to digital out-of-home, similar to other advertising channels. This ensures screen placements are chosen based on specific movement patterns and audience behaviors in Durham, not just general visibility. Measuring the effectiveness involves assessing how these placements integrate into daily routines, leading to more impactful exposure for your message.
02 / How the work runs
How the work runs here
- 01
Audience Movement Analysis
We analyze how audiences move through Durham's public spaces. This informs where digital screens will be most effective at capturing attention.
- 02
Strategic Placement Selection
Placement is chosen based on daily routines and specific audience presence. This ensures your message aligns with where people genuinely travel and gather.
- 03
Contextual Message Delivery
Screens deliver your message within the context of physical locations. This integration enhances relevance for the audience encountering your advertising.
- 04
Integrated Audience Planning
Digital out-of-home is planned using the same audience models as other channels. This creates a cohesive advertising strategy across different touchpoints.
Fig. 01
How digital out-of-home runs for Durham organizations
The people behind this work.
A selection of the specialists who lead and shape this work, supported by a broader multidisciplinary team.
Related thinking.
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Questions we are asked about this.
How is digital out-of-home different from traditional billboards in Durham?
Digital out-of-home uses dynamic, changing content on screens, offering flexibility not available with static billboards. It allows for more targeted messaging that can adapt to different times or audience segments within Durham's various districts.
Can I target specific areas of Durham with these digital screens?
Yes, targeting is focused on specific areas and movement patterns. This means messages can be placed where they are most likely to reach particular demographics or groups, such as those near the Durham Performing Arts Center or Ninth Street.
How do you measure the impact of digital out-of-home campaigns?
Measurement assesses how screen placements effectively integrate into the daily routines and movement patterns of the target audience. The goal is to understand the exposure and engagement generated by these placements in Durham's various public spaces.
Start a conversation
Let's talk about digital out-of-home in Durham
Tell us where you are and what you need to move. We will tell you what we would do first.