Digital out-of-home (DOOH) marketing is a type of advertising that uses digital displays to reach consumers when they are away from their homes. DOOH advertisements can be found in a variety of locations, including:
- Bus stops
- Taxi cabs
- Transit stations
- Retail stores
- Gas stations
DOOH advertising has several advantages over traditional out-of-home advertising, such as the ability to target specific demographics and the ability to track consumer engagement. However, DOOH campaigns can be expensive to launch and maintain, and it can be difficult to measure the ROI of a DOOH campaign.
Digital Out-of-Home Tips
The location of the digital displays is critical to the success of a DOOH campaign. Marketers should select locations that are high-traffic areas where their target consumers are likely to see the ads. There are paths that your targets take on a daily or regular basis. If it’s drivers to the center city, you should consider digital billboards. If it’s subway or bus commuters you seek, then smaller display ads can easily grab this captive audience. And everyone standing in line at the convenience store will be happily distracted by a monitor just above the cash register.
The content of the ads should be relevant to the products or services that the marketer is promoting. The ads should also be attention-grabbing and visually appealing.
The frequency of the ads is another important factor to consider. Marketers should ensure that their ads are seen by as many people as possible by running them on a regular basis. One of the great aspects to a digital display is your ability to engage them for times of the day that are most relevant to your business. A coffee shop may choose to advertise chiefly between the morning hours of 6 and 10 and the pizza shoppe next door, between 11 and 7.
4 Steps for getting started with DOOH marketing
Define your goals
Before you launch any marketing campaign, it’s important to define your goals. What do you hope to achieve with your DOOH campaign? Are you looking to increase brand awareness? Drive sales? Generate leads? Once you know what you want to accomplish, you can develop a plan that will help you meet those goals.
Choose the right location
When it comes to DOOH, location is everything. You need to place your digital displays in high-traffic areas where your target audience is likely to see them. That could mean transit stations for commuters or retail stores for shoppers.
Create attention-grabbing content
Your DOOH ads need to be eye-catching and attention-grabbing if you want them to be effective. That means using bright colors, interesting graphics, and compelling copy. Keep your message clear and concise, and make sure that it’s relevant to your target audience.
Measure your results
As with any marketing campaign, it’s important to measure the results of your DOOH campaign. Track key metrics, such as brand awareness, sales, and leads generated. This will help you to determine whether or not your campaign is successful and how you can improve it for future iterations.
Measuring Your Results
By understanding how to track and analyze your campaign’s data, you’ll be able to make more informed decisions about where to allocate your resources for maximum impact.
There are a few key metrics you should focus on when assessing the performance of your digital out of home campaigns:
Reach: How many people were exposed to your campaign? This can be measured by analyzing impressions data from ad servers or third-party research firms.
Frequency: How often did people see your ad? This metric is important for gauging the effectiveness of reach efforts. If you’re not reaching enough people with your ads, they won’t have the opportunity to see them multiple times and recall your brand when they’re ready to make a purchase.
Engagement: How many people interacted with your ad? This can be measured by clicks, video views, or other forms of engagement such as QR code scans or social media interactions.
Conversion: Did people take the desired action after seeing your ad? This is the most important metric to track, as it indicates whether or not your campaign is actually driving results. Conversions can be tracked online using cookies or offline using redemption codes. Another way to measure impact is to track changes in sales or other business metrics after an ad campaign.
ROI: What is your return on investment? This metric takes into account all of the above factors to calculate how much revenue or profit your campaign generated for every dollar spent.
Digital out-of-home marketing can be an effective way to reach consumers when they are away from their homes. However, marketers should carefully consider the location of the digital displays, the content of the ads, and the frequency of the ads before launching a DOOH campaign. By using digital displays in high-traffic areas, businesses can deliver targeted messages to a wide audience quickly and efficiently.