The Antidote to TikTokification: DOOH and the Power of Uninterrupted Exposure

Video has become the dominant form of creative communication, commanding our attention across a multitude of screens. But not all video platforms are created equal. While brands invest heavily in creating engaging content for social media platforms like TikTok, Digital Out-of-Home (DOOH) offers a distinct advantage in capturing audience attention, especially as the “TikTokification” of media intensifies.

What is TikTokification? It’s the trend of short-form, visually-driven, and algorithmically-fed content taking over not just social media, but even traditional media outlets. This trend, while engaging, has led to an explosion of video content, making it harder than ever for brands and creators to stand out.

Consider the sheer volume: millions of videos are uploaded to TikTok daily – more than 273 videos a second, each vying for a fleeting moment of attention. Data from ShortSend.ai reveals the average watch time per video is just 3.33 seconds – highlighting the difficulty of breaking through the noise in a dynamic and content-saturated environment.

In this context, DOOH emerges as a beacon of clarity and predictability. A captivating video ad displayed on a large digital billboard in a busy urban center naturally attracts the attention of passersby; unskippable, free of ad blockers and clutter. Without competing videos, distractions, or the urge to scroll, viewers are more likely to engage with the brand’s message.

thorndyke recently introduced a new metric to quantify this advantage: “Total Uninterrupted Exposure.” This metric measures the cumulative hours of uninterrupted brand exposure across all screens and media owners within a DOOH campaign.

The results are noteworthy. Currently, a quarter of all DOOH advertising verified by thorndyke is video-based, with an average Total Uninterrupted Exposure time of 2000 hours per campaign – or 83 days of continuous exposure. Compare that to the average TikTok viewing time of 3.33 seconds – you’d need an equivalent 2.3 millions plays on a single TikTok video to match that, relying on an opaque algorithm for it work.

This difference in exposure time emphasises the unique value proposition of DOOH in the age of TikTokification of media. While short-form video excels at delivering quick, impactful bursts of content, DOOH provides a reliable platform for deeper engagement and more nuanced storytelling, that’s uninterrupted.

Here’s why DOOH excels in capturing attention amidst the content deluge:

• Guaranteed Exposure: Unlike the unpredictable nature of algorithmic feeds, DOOH provides a guaranteed level of exposure in high-traffic locations; its doesn’t require an algorithm to go viral to get the required reach
• Impactful Formats: Large-format digital screens and innovative displays command attention and deliver immersive experiences that can’t be replicated on a small mobile screen.
• Contextual Relevance: DOOH ads can be strategically placed in locations relevant to the target audience, increasing engagement and recall.
• Measurable Impact: With advanced measurement tools like Thorndyke’s Total Uninterrupted Exposure, brands can quantify the true value of their DOOH campaigns.

In a world saturated with fleeting video content, DOOH offers a haven of uninterrupted attention. It’s a reliable and impactful way to connect with audiences and deliver lasting brand messages. It’s time to embrace the power of DOOH and cut through the noise of the TikTokified media landscape.