By Ben Baker, Managing Director - APAC, Vistar Media
As advertisers embrace programmatic digital out-of-home (DOOH), it’s clear the channel is here to stay – and for good reason. DOOH combines the compelling high-impact format that is out-of-home (OOH), with the precision, efficiency and measurement of an advanced digital channel.
Here are four key benefits of DOOH, along with real-world examples that showcase its true impact on business objectives for brands.
1.) Target audiences, not just locations
Historically, advertisers purchased OOH media based on geographic factors like postcodes and store locations. However, thanks to the advanced data solutions available today, brands can now look at consumer movement patterns and buy digital signage based on where and when their target audience is most likely to be.
For example, Vistar Media, the leading global provider of programmatic technology for DOOH, partnered with Tourism Tasmania to activate audiences at a micro level, specifically targeting “Raw Urbanites” and “Erudites.” Through Vistar’s data-driven targeting capabilities and ability to analyze these audiences’ movement patterns, Tourism Tasmania identified the most relevant high-impact DOOH screens for the campaign to run across, truly targeting their audience rather than just a location. Overall, programmatic allowed the brand to drive a significant lift in awareness, consideration, intent and actual visitation to Tasmania as a tourist destination, unlocking the power of audience vs. location targeting.
2.) Context is key
Another benefit of DOOH is it allows advertisers to lean into the true context in which they’re advertising. There are thousands of digital screens available in so many places today – from shopping centres, liquor stores and gyms, to taxi tops, petrol stations and doctor’s offices. The breadth of digital inventory available globally allows brands to carefully select venue types based on when their key messaging will be most relevant to a consumer’s experience. Perhaps a local bar wants to advertise their happy hour deals near a hub of corporate offices, or a footwear retailer advertises their latest shoe release at local gyms – the contextually relevant options are endless.
Jägermeister, for instance, teamed up with Vistar Media to drive awareness of its Cold Brew Coffee among its target audience of spirit, liquor and coffee purchasers. To do this, they activated media across place-based venue types like convenience stores, petrol stations, liquor stores and grocery stores to reach their target consumers on their path to purchase and at their point of purchase. By reaching consumers when purchasing was top-of-mind, Jägermeister drove a 73% increase in brand awareness, and 66% lift in consideration and intent to purchase the product from their DOOH campaign.
3.) Creative that’s more dynamic (& personalized) than ever
A big selling point for DOOH is the ability to think beyond just one piece of static creative. Advertisers can now leverage dynamic creative capabilities for OOH, unlocking personalization at scale for brands. From promoting sports scores in real-time, local weather updates, countdowns and more, dynamic creative allows for even more impactful content that will resonate with consumers.
One use case of dynamic creative involves an award-winning campaign for the NBA. The brand, in collaboration with IPG and Vistar Media, executed a DOOH campaign to generate awareness, tune-in intent and cultural resonance among its fans surrounding the NBA’s 75th anniversary playoffs. The NBA served up dynamic creative in 16 markets, including evergreen brand creative and dynamic game-time countdowns, live scoring, hometown winners and moderated Tweets, truly leaning into fans’ real-time engagement. The results? A lift in all KPIs, including an increase in the NBA Finals TV viewership of 24% YoY.
4.) Full marketing funnel results
OOH media has become one of the most measurable advertising channels across the entire marketing funnel. Today, DOOH exposure can be measured across a myriad of metrics, including sales lift, brand lift, foot traffic and web conversion. Companies like Vistar Media offer an advanced suite of in-house and third-party measurement solutions for clients, whether it’s measuring upper funnel KPIs like awareness, consideration and purchase intent, or an incremental lift in sales.
Impressively, DOOH has evolved even further to allow for measurement across online KPIs, such as web conversions or app downloads. HBF Health Insurance in Australia, for example, executed a combined direct-bought OOH and programmatic DOOH campaign with UM and Vistar Media to grow its branding and increase awareness of its services. The award-winning campaign resulted in an ANZ industry-first measurement study that applied anonymous consumer movement data to DOOH locations and ad serving times. Through overlapping these identities with correlated anonymous website visits, the study revealed the website visitors that were exposed to the OOH campaign – a market first that measured the entire consumer journey.
Interested in learning more about programmatic DOOH and how the channel can drive results for brands? Reach out to Vistar Media: https://www.vistarmedia.com/contact
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