Ben Baker, Managing Director APAC at Vistar Media, looks toward the DOOH space next year
The introduction of programmatic buying to Digital Out-of-Home (DOOH) has firmly placed the advertising medium as an unmissable component across omnichannel marketing and a go-to when looking to increase exposure at the top of the funnel.
A growing inventory of digital screens across Australia has enabled programmatic buying to deliver creative, agile, targeted, and most importantly measurable, out-of-home advertising. Across the board, there is a greater uptake in programmatic buying and campaigns are at risk of missing out on potential reach and results if they ignore it.
DOOH can now be measured like all other advertising channels
Historically, calculating the success of DOOH has been challenging, often seeing vague results with little actionable data. Recent improvements in data and technology have combatted this, allowing marketers to make the most of specific, accurate data when measuring their OOH campaigns.
These measurement tools combined with the development and introduction of programmatic technology have ensured that there is a clear understanding of performance through all DOOH campaigns across multiple assets and media owners.
What can be measured?
The overall impact of DOOH can now be assessed in a multitude of ways including:
- Brand Health: Focusing on the top end of the funnel, brand studies are used to understand campaign effectiveness on overall brand health for marketers launching campaigns around; new branding, general branding or rebranding efforts, product launches and intent or action-driving measures (tune-in, visits, download, etc.).
- Foot Traffic: Foot traffic studies can measure the uptake in visits to a brand’s physical locations guided by DOOH campaign exposure. Interestingly, when consumer awareness is high DOOH drives intent and action by steering people to locations.
- Online Activity & Web Conversion: An innovative measurement, brands can now measure the effectiveness of DOOH campaigns across a variety of digital KPIs, such as web conversions and behaviours, app downloads, and in-app actions. Marketers and brands can use this type of measurement to; learn how many consumers are visiting your site after being exposed to DOOH; understand how many exposed consumers are signing up or making purchases; and see in-app metrics, such as a lift in activity or orders after DOOH campaign exposure.
- Sales Lift: Sales lift studies to measure the impact of the increase in sales driven by DOOH campaigns. These measurements provide brands with important ROI metrics and actionable insights based on consumer purchasing behaviour, including; sales lift and sales rate by market, penetration (the percentage of exposed users who made a purchase) and dollars per trip (CPG)- the average amount of money exposed consumers spent on the per trip.
- Device ID Passback: DOOH’s most advanced offering, Device ID passback provides marketers with the device IDs of the individuals who were exposed to their DOOH campaign in a privacy-compliant manner. From there, the brand can expand a campaign's impact through different touchpoints, by targeting these consumers across different channels (i.e. mobile, display, TV, social, audio, etc.).
Data is king with DOOH
Measurement tool improvements and increased digital screen inventory have increased data accuracy to improve campaign success. Since programmatic buying moves with and targets consumers in a way that no other form of traditional advertising can it provides vital maneuverability for campaigns. Investing in DOOH can amplify messaging and build brand awareness through specific consumer targeting. More importantly, marketers can:
- Take over the Customer Journey and activate media where and when they need it.
- Make the most of first or third-party data to understand movement patterns of consumer groups to maximise campaign effectiveness.
- Use high-impact ads that see maximum attention from time-poor consumers.
- Use detailed measurements to see campaign results and gain insights.
As DOOH advertising continues to evolve, we must discard the notion that it is an old-school form of advertising, ensuring that marketers integrate the medium into their plans. Thankfully, DOOH is now as measurable as any other advertising channel providing valuable insights and data to maximise untapped success.