Published on June 18th, 2018 | by Matt Schuster0
Why Use DOOH?
Image: Visual Art
In today’s highly connected digital world, marketing revolves around data. And when it comes to data, marketers want to be able to leverage their first- and third-party audiences across channels. This is now pretty straightforward in the online world, but how do you put that into play when consumers aren’t in front of their computers? Enter digital OOH.
Digital OOH (DOOH) now has all the same benefits as other forms of digital media, with the added advantage of reaching consumers while they have the opportunity to act on an impulse triggered by a well-placed ad. While the list of every single benefit would go on and on, below we’ve highlighted the top four reasons why you should consider DOOH.
1. All about that data
One of the major reasons why DOOH is increasingly the media of choice for savvy marketers is data. Location data can be used to define audiences based on where consumers have been. Through geospatial data analysis, you can discover the places they frequently visit to understand where they are most likely to be at certain times of day.
Now more than ever, consumers are on-the-go. People are commuting to work, spending time at the office, grabbing drinks at the end of the day, then heading to the grocery store before going home – and that’s just Monday! While other forms of media are suited to drive either upper or lower funnel metrics, DOOH has the power to improve a brand’s position across all major KPIs. Further, the strength of a brand’s messaging is increased by reaching consumers in different contextual environments.
2. Coming in clutch for the consumer journey
Another reason why DOOH has grown in popularity is because of how it can reach audiences at multiple touch points throughout the consumer journey. Consider how brands want to target consumers – those in close proximity to a brand’s retail location are obvious potential customers, but targeting that same consumer – one who visited the store last week or meets other criteria – while they’re at the gym, on the elevator to their office, or running errands – has an even greater impact. Contextual environments and repeated exposure have been proven to drive lift of brand awareness, consideration, purchase intent, foot traffic and sales. However, in addition to the benefits of DOOH alone, the option to retarget consumers exposed to DOOH on mobile opens even greater opportunities for marketers to reinforce their brand message.
3. Show me the money!
A third reason why you should consider DOOH for your next campaign is measurement and ROI. With the assistance of third-party measurement partners, brands and marketers have access to concrete results, showing the impact of cross-screen exposure on upper and lower funnel KPIs. Additionally, ROI becomes more apparent when measurement metrics clearly show the correlation between OOH and KPI growth.
4. I want to see my [brand] name in lights
Finally, DOOH appeals to marketers because it can provide unmatchable, high-impact formats. Whether large-format screens or displays that seamlessly integrate in contextually relevant environments, DOOH is a high-impact format for reaching consumers.
Ultimately, DOOH is an incredibly effective and powerful marketing tool. Innovation within the OOH industry has led to things like weather triggers, first and third-party data, as well as out-of-the-box creative, all driving the success of this medium. Download the DOOH Primer for Success.