DOOH now represents 39%+ of total U.S. OOH and is exploding at about 9% growth per year!! Consumers are embracing it. Research shows 62% noticed digital advertising, 50% notice “all” or “most” digital ads, and 65% engaged overall. Marshall McLuhan famously said, “The medium is the message.” Consumers love digital for many reasons and the attributes of DOOH are automatically conveyed to the advertisers that appear there.
Selling DOOH isn’t optional. If your company owns digital inventory, every sales rep should have a specific DOOH sales goal. Establish a target percentage of each rep’s total sales based on your company’s overall digital inventory and revenue mix. Adjust it for the rep’s tenure, territory and account list. Make it attainable—and then grow that expectation every year. But accountability alone won’t maximize the opportunity. Training, coaching, and mentoring your reps on the advertiser value of DOOH will move the needle.
I still see OOH companies and sales reps treating digital as an add-on rather than a fundamental part of what they sell. Don’t sell half of your product. Static and digital aren’t competitors. They play different/important roles in an advertiser’s marketing funnel. Static creates broad, consistent awareness. Static combined with DOOH builds consideration. Digital’s flexibility and immediacy moves consumers toward conversion. The two working together amplifies the results of both.
Consider creating a program that rotates annual advertisers on available digital inventory on a remnant basis. Moving their message among digital displays can expand reach and increase the total number of people influenced by the campaign. Require a 52-week commitment, limit the number of advertisers who can participate and make the offer available for a limited time. This delivers enormous value for the advertisers and creates base billing that doesn’t effect your overall DOOH availability.
Make your digital inventory matter locally. What if your DOOH became the sustained source of local buzz? You create attention that creates conversation and creates value for the advertisers. Make your digital matter to the community—then sell the attention it creates.
We will go in depth on these and more local DOOH sales strategies at the Unleashed 26 collaboration. Hope you can join me on Sept 21, thru 23 in Orlando. Learn more at https://www.apparatix.com/?s=unleashed.
Learn more about me at OOHSalesFaster.com or email me at KevinJGepahrt@gmail.com.
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