The fastest-growing form of advertising has a personalized touch driving consumer action.
Over the past few years, programmatic advertising has experienced a significant transformation in the advertising sector. The shift to digital out-of-home (DOOH) advertising is primarily due to location and time-based data utilization. This data has given DOOH a tremendous boost, making it a potent advertising tool that seamlessly blends traditional physical advertising with digital solutions.
DOOH ads have become more engaging for consumers, with Nielsen research showing that 50 percent of audiences notice DOOH ads “all the time” or “most of the time.” The same research shows that 48 percent of consumers immediately visited brick-and-mortar locations linked to a DOOH ad, and 82 percent of those influenced customers made an in-store purchase.
However, taking a step back, how has the transformation of out-of-home altered how advertisers approach evaluating their advertising campaigns?
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More Targeted Ads
The DOOH ecosystem analyzes consumer location, time of day, and other relevant data points to create more engaging ad experiences. Most importantly, it’s distinct from traditional print and broadcast media because it can reach consumers in public areas where people are more receptive to advertising messages. These characteristics allow advertisers to connect with consumers at various touch points throughout the day, resulting in a highly effective approach to enhancing brand recognition and increasing sales.
Advertisers can leverage the location and foot traffic data to gain deeper insights into consumer
behavior enabling providers to find the right screens at the right time to reach targeted consumers.
Greater Ad Efficiency and Personalization
Advertisers can also serve OOH ads in near real-time, targeting audiences based on current conditions across general time frames like morning, afternoon and evening. Segments can be subdivided into more granular times, such as “rush hour,” “evening commute,” or by temperature or season to optimize moments of relevant ad content for higher customer engagement.
For example, a coffee brand could display DOOH ads for warm beverages during chilly mornings and iced drinks during hot afternoons; or a car manufacturer could use DOOH to display ads in highly trafficked areas near dealerships and auto repair shops, where people are more likely to be interested in buying a new car.
Overall, DOOH advertising’s flexibility and ability to adapt to near real-time in a more personalized way make it a powerful tool for advertisers to reach their intended audience at the most opportune moment.
More Data
Location and time-based targeting also generates significant amounts of information for DOOH. This data can enhance future campaigns and optimize overall ad performance. DOOH platforms utilize audience measurement technologies to better target the core viewer.
Advertisers can use opted-in methods to gather significant quantities of audience behavior data to understand how consumers interact with their ads over time. This leads to improved effectiveness of future ads, resulting in higher conversion levels.
The Right Message at the Right Time is Not a One-Size-Fits-All Solution
Using location and time-based data for OOH advertising can raise privacy concerns among consumers today. Many individuals are uncomfortable with the notion of tracking and monitoring for the sake of advertising. That’s why employing anonymized, aggregated and fully opted-in data has become the industry standard.
Furthermore, the range of environments for DOOH ads, each with a distinct audience with different interests, behaviors and demographics, means that an advertisement that performs well in a busy shopping mall may not be as effective in an airport where individuals are more focused on travel logistics and family arrangements.
Though the data may be factually accurate, its precision for an OOH campaign depends on the frequency of data refreshment. As a result, consumers could receive less relevant ads due to inaccurate interpretation of their location or other data points by the technology or because the data provided needed to be actionable enough for brands to adapt and take advantage of accessible conversion opportunities quickly.
The ability to leverage location-based data, target specific demographics and customize ad content has enabled brands to achieve greater relevance and engagement with their audiences. DOOH advertising offers immense potential for advertisers looking to reach the right consumers, leading to personalized and impactful marketing campaigns that deliver substantial results for those that make the most of the technology.
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