Fast, Agile, Flexible: The Benefits Of DOOH In The Post-Pandemic World

By Aqilliz  

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As a semblance of normality returns after over a year of lockdowns and isolation, shoppers are returning to physical stores, travellers are journeying to airports, and commuters are heading back into offices on public transport. As footfall everywhere increases, new forms of digital out-of-home (DOOH) advertising are delivering more effective and impactful ways of reaching consumers.

A begrudging dependence on online working, shopping, and socialising has left people with a sense of ‘digital burnout’ — making online ads no longer as effective as people grow weary of staring at screens. According to an Out of Home Advertising Association of America report, 75 per cent of responders tuned out of digital device ads due to excessive time spent in front of screens. In contrast, the novelty of well-targeted, well-executed out-of-home advertising is increasingly appealing.

New technology is amplifying this opportunity. Traditionally, OOH advertising buys involved multiple manual processes and negotiations requiring human interaction. However, during the pandemic, moves were made by OOH media owners to make their digital inventory available for programmatic trading. The industry has since been transformed by this digitalisation and automation, creating huge efficiencies in audience targeting and measurement. Brands are making the most of this shift and channelling their budgets into DOOH, with spend in the US up 80% compared to Q2 2020.

The new era of DOOH presents a variety of innovations that allow brands to successfully connect with their audiences in these out-of-home moments.

Real-time audience targeting

Brands can now leverage a wealth of data to inform their DOOH buying decisions. While OOH activations were previously based on predicted behaviours or trends, businesses can now tap into real-time data to inform their targeting and delivery strategies. Audience movement patterns and consumer behaviours from mobile sources can be coupled with data sources such as weather or transport updates to determine where, when, and how DOOH will deliver the maximum bang for buck. Programmatic buying then does the hard work, allowing brands to focus on refining the strategy.

This strategy can be implemented immediately. Thanks to new forms of the consolidated dashboard, buyers can now purchase DOOH ad space as quickly as they can launch a Google ad campaign. This is driving a refreshing approach to DOOH as advertisers pivot away from campaigns with mass appeal towards more nuanced, contextual messaging.

These real-time insights don’t just help target the right consumers in the right place. They also help inform the creative execution that is delivered, allowing advertisers to optimise the messages that get displayed on DOOH screens to ensure they’re as fitting as possible for the setting.

Performance measurement

The enhanced optimisation of the new DOOH is especially pertinent in a post-pandemic world where marketing teams have limited budgets and a need to make every dollar count. Bringing DOOH into the fold of real-time programmatic media buys means that OOH advertising can be seamlessly integrated into the media mix in a way that maximises the opportunity. It also offers flexibility, as media buys can be conducted anytime as opposed to months in advance.

Performance measurement is crucial for optimisation. Typically, OOH has suffered from a disconnect between exposure and conversion metrics. Yet location-based technology is now able to join the dots between people’s movements in the out-of-home space and their path to purchase - whether online or offline. By linking exposure metrics to final conversion, DOOH ROI is becoming a more visible and valued part of the media mix. Brands can use these insights in an agile way to channel their budgets towards the best performing assets, audiences, and locations.

Decentralised analytics

As our understanding of real-world audience movements deepens, so does the need for the ethical use of consumer data. Brands want to avoid spooking consumers with their targeted ads and ensure that they are respectful of individuals’ privacy. Decentralised technologies are adding an additional layer of security into the technology stack to allow for privacy-compliant analytics within a safe and secure ecosystem.

Aqilliz uses a hybrid blockchain infrastructure to build greater efficiency from activation to optimisation. Consented consumer data is collected through multiple digital touchpoints and stored in consent vaults within advertisers’ own servers. Decentralised data collaboration then takes place between advertisers and DOOH publishers, with the anonymised data never leaving its native location. This architecture is able to reveal the impactful consumer insights that are critical to successful DOOH advertising, and also allows ad buyers to leverage valuable insights to help them serve the most effective ads while not falling foul of privacy concerns.

With these advances in automation and programmatic technology, brands can now maximise the opportunity that DOOH presents for more effective consumer engagement. Crucially, these developments have the potential to increase the impact of ad campaigns while lowering overall ad spend. Thanks to decentralised data analytics, brands can also confidently optimise their campaigns in a compliant and impactful way.

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