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What Is Digital Out Of Home (DOOH) Marketing and How Can It Transform Your Business?

The has-been methods of Out Of Home (OOH) advertising are a thing of the past. No more will someone leave their house and view an advertisement that wasn't specifically tailored to them. With the power of geofencing, tracking, retargeting, personalizing, attribution, and measurement, DOOH transforms OOH into a dynamic, targeted advertisement strategy capable of reaching potential clientele wherever they may be. All of this is made possible through real-time auctions that sell and display ads in a matter of minutes and digital display ads updating dynamically to fit the conditions they're currently in. Together, these technologies reduce human intermediaries and slow, manual insertion orders, optimizing the advertisement experience for both buyer and consumer. If you've ever wondered what is digital out of home advertising, the answer is simple: It's the future.

DOOH and OOH: Demystified

OOH ads have been a lucrative option for advertisers for many years. For example, OOH ads cannot be skipped by the viewer and are completely immune to ad blockers. However, their antiquated methodologies keep advertisement from reaching its full potential. When a local business' customer base is known to travel along a certain highway during specific hours, but that local business is paying to display a static billboard that displays through all hours of the day, they may be missing out on other advertisement opportunities because their entire budget is tied up in this one endeavor. The question then becomes what is digital out of home advertising and how can it transform my business?

Well, with a DOOH billboard, small businesses have the opportunity to dynamically display their advertisements during specific times of the day when their clientele are most likely to see it. This strategy frees up funding and gives businesses the opportunity to display more ads to more consumers at more opportune times. Optimized business practices that generate more revenue enable business owners to improve advertising strategies and continue the cycle.

Simple. Sophisticated. Compelling.

If you've dabbled in the world of OOH, you'll find the transition to DOOH incredibly smooth and hassle-free. Simply follow these steps and you'll be well on your way.

  1. Create a DOOH advertising strategy Having clearly defined goals and a specific ROI for your ads is the first building block to creating a successful DOOH campaign. In this step, you need to consider who your target customers are, the locations you should reach them at, the situations in which they would be most likely to follow through on a purchase, and your key metrics for success.

  2. Find the right programmatic buying platform for your business Programmatic buying methods enable small businesses to reach their target audience when they are most likely to make a purchase. This new opportunity for targeted advertisements presents a great opportunity to increase your ROI and attract more business. Through the three programmatic buying methods, which include instant, automated, and low resource, you can effectively reduce the workload on your advertising team and have them focus on other facets of your campaign.

  3. Engage users with DOOH ads With your strategy defined, your goals set, and your advertising methods identified, it's time to create a beautiful, eye-catching ad sure to attract your targeted audience. Successful DOOH ads are bold, short, dynamic, and consistent. With a very limited amount of time to engage with your audience as they pass by your DOOH billboard, it's important to communicate your business' message in an effective way. Doing so will ensure your target audience is properly engaged and compelled to make a purchase.

DOOH by the Numbers

With a projected market worth over $50 billion by 2026, DOOH has proven it delivers on its promise to increase ROI and attract new business more efficiently. However, measuring ROI for DOOH is not so simple. When considering if your investment was really worth it, you must look at factors like attribution analysis, A/B lift analysis, social mentions, and cross-channel analytics.

  1. Attribution Analysis These studies provide insight into what ads attributed to conversions for your business and uncover what techniques were successful so you can apply them to future campaigns. For DOOH, attribution analysis provides advertisers with ad exposure metrics based on location data.

  2. A/B Lift Analysis This analysis provides insights into the performance of a single ad and provides the business with the ads that received the best customer response. Advertisers can use this metric to compare customer responses to those that were exposed to a DOOH ad versus those that were not.

  3. Social Mentions A unique ad that leaves an impression on a customer is likely to be shared by that customer. With an engaging ad that receives free press is an important factor in measuring a DOOH ROI.

  4. Cross-Channel Analytics

This measurement enables marketers to allocate credit to each channel across their digital marketing initiatives. These analytics also reveal with solutions are working most effectively in align with the business' goals, allowing marketers to more effectively allocate resources to different campaigns.

Outperforming Traditional Techniques

In addition to the increased ROI DOOH offers, there are several secondary benefits to weigh when considering making the switch. First, DOOH enables you to reach a larger audience. As online presence of audiences splinters and traditional media views decline, DOOH ensures advertisements get seen by customers out in the real world. This becomes an important factor in your campaign strategy as 75% of digital users turn away from their device to reconnect with the outdoors.

DOOH also respects consumers' privacy while still remaining engaging. DOOH does not use traditional data collection methods and therefore significantly reduces data privacy concerns. DOOH does not require the collection and storage of highly sensitive personal data in order to effectively place ads. Instead, DOOH conducts ad targeting through anonymous mobile location data in order to understand where certain demographics spend their time. Impressions are then gathered using GDPR compliance methods that do not infringe upon the privacy of audiences. Therefore, DOOH is great for targeting campaigns to appropriate audiences rather than specific individuals.

Finally, DOOH is easy to purchase. As previously discussed, programmatic DOOH automatically analyzes DOOH inventory and buys and delivers DOOH advertising on digital billboards. With programmatic DOOH, advertisers are capable of setting specific conditions for how they want to buy media. When those conditions are met, ad space is purchased and the ad is delivered automatically.

Getting Started With DOOH

Transitioning to DOOH has never been easier. When partnered with a capable, practiced team of professionals who have the track record to prove their success, you can seamlessly connect with the marketing assets you need. At CMG, our highly professional team of digital marketers are ready to strategize, create, and manage your DOOH advertising campaign in order to elevate your business to the next level. Through a Demand Side Platform (DSP), CMG reaches out to your ideal digital signage owners.

The digital signage owner responds through the Digital Out of Home Supply Side Platform (DOOH SSP) and your ideal digital sign is selected and purchased from the DOOH inventory. In a matter of minutes, your compelling content is displayed to hundreds of consumers at the right place and right time, increasing leads and conversions. CMG has spent years perfecting DOOH campaign strategies, and when you decide to partner with us, we will bring our lessons learned and proven techniques into your business. A local CMG strategist is standing by, ready to answer any questions you may have regarding your campaign.

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