By Norm Chait, Sr. Director, OOH Practice Lead, Quotient
Digital advertising receives a lot of attention for its ability to target specific consumers with personalized messages. But did you know that digital out-of-home (DOOH) is part of that and can deliver compelling results? Brands now have access to technology that allows them to deploy DOOH campaigns with just as much fluidity – and an unprecedented level of flexibility – to reach consumers at relevant moments. While it is not uncommon for fees to increase as new innovations are introduced, DOOH has instead become more competitive, evolving into a cost-effective solution for reaching a national audience. The end result is empowering brands and retailers to offer high-intent shoppers the right messages at the right times to foster deeper, more meaningful connections.
The omnichannel approach brands have been seeking
Brands have a wide variety of diverse needs that often include local and national campaigns, and the desire to go national at the local level. Digital out-of-home (DOOH) makes this possible, providing brands with the unique ability to target consumers with great accuracy and achieve powerful results. When deployed programmatically, brands can ensure that audiences encounter the right promotions at contextually relevant moments. For example, if a retailer is running a snack promotion, DOOH could be used to promote the offer to shoppers in close proximity to that retail location, when in route and even inside the store where the purchase decision is being made. As part of an omnichannel strategy, high engagement social creative can be leveraged on DOOH screens, and promotions can be embedded into these environments to provide greater consumer value through meaningful experiences.
Technology makes it possible to control how and when promotions are displayed. We are seeing greater utilization and adoption of DOOH thanks to the programmatic capabilities that are now possible with dynamic ad placements driven by real-time data. Weather, temperature, time of day and the day of the week are among the factors that can be considered when triggering ads. Even seasonal challenges, such as cold/flu or allergy season, can be taken into account to provide contextually relevant messages every time.
Timing is also a factor. Consider the soda brand that wants to introduce new flavors in select markets before they’re rolled out nationally. For the initial markets, there needs to be a clear message that the latest beverages are available now, while every other market would need a different, more forward-looking promotion. DOOH allows brands to simplify complex planning and creative versioning. Messages can be customized for local markets across thousands of locations while still achieving a national scale impact – and these plans can be built in minutes. In other words, out-of-home has now become the omnichannel vehicle brands have been waiting for.
Unprecedented control for these challenging times
As a full funnel channel, brands can share their messages across multiple screens and multiple places, reaching consumers at just the right moment. Advanced audience targeting through digital out-of-home means that it can be much more immersive and effective than traditional OOH advertising, which can be limited in its potential relevance. And advanced DOOH measurement allows brands to see the impact of these campaigns on attributable sales, foot traffic analysis and brand awareness.
DOOH changes the dynamic of how OOH is used. Instead of targeting based on streets and corners, DOOH allows brands to reach certain people with specific behaviors or habits. With the right technology partner, DOOH can be highly flexible, allowing brands to pivot in real time as consumer preferences evolve, or as local or world events require. It was especially important for brands to be able to pull back during the early days of the pandemic, and that need continued as case numbers fluctuated. DOOH gives brands the control they need for these challenging times.
The right partner for OOH success
DOOH may be the new, innovative kid on the block, but let’s not discount the ongoing success of traditional OOH. It’s still a big buy, and many brands still think of it as an important option to meet their needs. Now there is much more fluidity in the process to match traditional and DOOH placements for maximum impact. Some marketers are using programmatic to complement existing DOOH plans by extending traditional buys or by streamlining unique creative treatments.
However, not all DOOH platforms are created equal. It is imperative that brands take the time to explore the various options available and partner with a company that can fulfill their needs. If they have had or anticipate any last-minute requests, they’ll need a tech partner that can take that campaign forward with little notice. A brand may have thousands of zip codes and multiple versions of the same promotion ready to deploy in just a few days, but they’ll need the right programmatic approach to ensure it happens. Platforms that enable a data-driven view across the entire OOH ecosystem can provide brands an end-to-end solution that starts with planning, powers activation and measures success.
Target consumers in the moment
Out-of-home advertising is more relevant than ever thanks to the innovations brought forth by digital technology. Capable of reaching the right consumers – with audience-based planning and targeting based on purchase history and behavioral data – at the right moment – with triggers for proximity, weather, time of day and other factors considered – DOOH is the fluid and flexible solution brands need. Cost-conscious brands should definitely take note, as DOOH provides a lot of bang for their buck. It has become more cost-effective while still allowing brands to reach a national audience. This is resulting in out-of-home experiences that are out of this world, providing brands with everything they need to target the right consumers at the right time
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