How can you attract the attention of the target audience with DOOH advertising? People walk the streets, malls, and office buildings and are surrounded by advertisements everywhere. Advertisers need to grab their attention and keep it for a long time. So it's essential not only that your ad is original and memorable but also that it's helpful to the right people.
This is where software platforms help you find the right audience and create ad content for them at the right time and place. We tell you how to attract attention with the help of DOOH advertising.
Why Choose DOOH?
We live in a world dominated by smartphones and online media. So why should advertisers choose DOOH in the first place?
Many people now perceive advertising as a hindrance that needs to be turned off as soon as possible. Better yet, install an ad blocker. And this is a mistake because, in this way, people skip the ads that they need. However, this is not their fault, but the fault of those who show them a huge amount of irrelevant advertising.
And this is where DOOH comes in.
DOOH advertising has grown significantly over the past five years. And this is far from the limit. The industry is expected to be worth twice what it is now in less than a decade.
Why? Everything is simple. DOOH gives you a fantastic opportunity to capture your audience in a targeted way as it is data-driven with real-time audience targeting.
DOOH technology uses information about where and when your customers spend time to show them the most relevant ads and where they move relative to the location of DOOH media content throughout the day. How? For this, real-time data is used. For example, location data or location-based mobile data, traffic data, and other movement data from trusted third-party sources (all anonymous and in full compliance with privacy laws).
These behavioral trends are then translated into actionable information that allows advertisers to target specific audiences in certain places at precise times on definite days.
Moreover, advertisers can even use real-world triggers on DOOH platforms to serve ads more clearly. For example, weather data can be used as a trigger for ad serving. A cafe can advertise hot drinks on a cold day and cold drinks when the sun is shining.
In any situation, in any audience, anywhere, and anytime, DOOH platforms allow advertisers to set specific conditions for when to run ads, bid for space on target screens, and then watch ads automatically play when all requirements are met.
Programmatic DOOH opens up a whole new world of data. As a result, this is an entirely new advertising potential for advertisers.
What Opportunities Does Dooh Offer to Advertisers?
DOOH advertising is innovative. For example, it allows brands to advertise products and services with digital precision in the offline world. Targeting, attribution, and campaign measurement have been around for a long time in apps and websites. Now the offline world has gone digital. Billboards, media façades, digital city formats, and large screens in private airports, healthcare facilities, and buildings can all serve as inventory for displaying DOOH ads.
Here are some of the benefits you can get from DOOH advertising:
- Targeting: Although it is impossible to target ads to each user individually, DOOH uses powerful targeting mechanisms to make ads relevant to the external environment;
- Lower cost per impression: Certain groups of people usually see ads in DOOH, so the advertiser reaches more people in one appearance;
- Measurement: The outdoor digital component simplifies the attribution of outdoor campaigns;
- Immersion: While people are tired of traditional static ad formats, interactive large-screen outdoor ads are still effective in capturing user attention.
How to Create a Successful DOOH Advertising Campaign?
An advertising campaign is more than just advertising. When the user sees the video, animation, or digital image on the screen, a lot still has to happen before it is approved.
The final work that a person sees is the result of intensive planning and research. How to do it? Here are some tips:
Set a SMART goal
Every successful advertising campaign begins with a brief statement of goals.
SMART goals (specific, measurable, achievable, realistic, and timely) help to avoid ambiguity. It helps advertisers provide the clarity, focus, and motivation they need to reach their goals.
Here are some examples of SMART DOOH advertising objectives:
Brand awareness
Brand awareness measures the knowledge of your company's audience. Interactive DOOH ads are a great way to build brand awareness. However, it is not enough to say, "We want to increase brand awareness". You need to be specific. For example, here's an excellent example of a goal: "Increase social media mentions by 23% in one month".
Lead generation, conversions, and sales
Here, an excellent example of a SMART advertising objective would be: "Increase
13% campaign conversion rate by the end of November this year". Or, for example: "Increase store X traffic by 22% within 30 days".
Research your target audience
Deep knowledge of your target customer will help you tap into the magic of algorithmic DOOH.
For example, advertisers can create customer portraits with detailed information about their needs and bio data such as age, income, gender, nature of work, employment status, and even marital status.
Using the DOOH software platform, you can use this data to select DOOH screens located where your target audience is most likely to be at any given time. You can then bid for space on those screens and serve your ads at the optimal moment to engage your target audience.
Use a great call to action (CTA)
Once you've set your goals and determined your target audience, you need to practice what you want them to do.
Advertisers need to remember that their target is always in motion. Plus, they only have a few seconds of their time to make the Call to Action easy to remember and follow.
Note that a call to action is not always associated with a purchase. Often it is about directing your audience to a specific action. For example, digital screens can encourage people to look at their phones. This could be with a simple CTA that encourages people to download the app. Or advertisers can include clear web links, discount codes, or QR codes that immediately open a specific website page or application for interacting with mobile devices.
Choose the suitable DOOH format
Next, advertisers need to consider the desired format. For example, there are several DOOH formats:
Digital Billboards
These are large-scale billboards that display images, videos, animations, and text, usually located near highways and other high-traffic areas for large numbers of people to see clearly.
Digital billboard content changes frequently, showing different ads for different brands and products throughout the day, which means you can choose the best time to show ads to reach your target audience — for example, on the way home or from work.
Transit screens
Transit DOOH is aimed at travelers and commuters. Transit DOOH includes the digital screens people see at train stations and on airports' digital screens.
Street Furniture
This type of DOOH media is found on street furniture in parks and urban centers along the road. Positioned at eye level, DOOH for outdoor furniture targets foot traffic and is ideal for giving directions and mobile interaction with unique codes and offers.
Place-Based Digital Signage
This applies to digital screens found in shopping malls, stadiums, entertainment venues, office buildings, hotels, bars, and restaurants.
Interior digital signage is also great for directing the public to the nearest outlets, showing QR codes and other promotions that can be activated via smartphone.
Elevator Screens
These screens are shown to an audience with little distraction. The DOOH elevator is a powerful form of outdoor advertising. Also, the elevators are usually busy predictably with groups of people (for example, employees of office buildings or visitors to shopping malls) making it possible to target specific audiences.
To sum up
DOOH advertising is effective. It grabs the audience's attention and cannot be turned off or ignored. However, not everything is so simple because a poorly planned and thought-out campaign may not bring results.
Advertisers need to set smart goals, understand their audience, and create content that delights with effective calls to action.