Why and for whom is It important
Understand the competitive digital advertising environment
In 2023, knowing precisely how to leverage Digital-Out-of-Home (DOOH) has become essential for retail marketers. As more and more consumers spend time outside the home, DOOH offers advertisers the right opportunity to reach them in real-time and in public spaces.
Local businesses face intense competition due to the digital transformation of retail stores and the abundance of digital channels available to reach consumers. To stand out, they must continually innovate and refine their digital strategies. With the rise of e-commerce, DOOH is even more important for brick-and-mortar retailers, which will have to compete with online-only businesses, in- and off-line. Out-of-Home displays allow brands to quickly and easily adjust their messaging, reflecting the ever-changing consumer interests and preferences, and drive their marketing mix accordingly.
78% percent of customers report being receptive to contextualised advertising messages, making DOOH a strategic investment for many actors in the retail industry.
Multichannel and multilocal combined for maximum efficiency
The key to the success of a brand with many points of sales lies in integrating DOOH as a complement to digital, combining the power of multi-local and multi-platform targeting. This provides a truly integrated and seamless shopping experience, allowing for a more targeted and personal approach to advertising.
With the ability to use data and analytics, it has become easier for brands to make informed decisions about the time and place to display their ads, reaching the right audience at the right time. With socio-demographic data, they can leverage technologies that enable them to define catchment zones precisely, compare to the competition, and take relevant decisions accordingly.
Furthermore, incorporating DOOH (Digital Out Of Home) into a digital strategy can positively impact the brand's image. It can increase brand awareness and engagement, as consumers are exposed to relevant and consistent messaging across multiple media. Some strategies on that matter include, non-exclusively, local SEO, local Facebook ads, Waze ads, or even email marketing.
A correct combination of multilocal, multichannel strategy could be, for instance, to use digital displays on the street with an impression goal, then launching a promotion campaigns on Facebook Ads, Xandr and Waze ads.
This integration of DOOH and multichannel marketing allows for maximum ROAS (Return on Ad Spend). Reach and engagement are demultiplied thanks to the multiple touchpoints that a brand can leverage to reach local customers.