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Everything you need to know about DOOH
Digital-Out-of-Home (DOOH) is the essential component of any Retail digital strategy for 2024. When integrated with multi-local digital campaigns, it can generate extraordinary outcomes - as long as it is managed in an effective manner. Leverage the resources below to find out how to incorporate DOOH into your local marketing strategy with confidence.
What is Digital-out-of-Home (DOOH) ?
Definition
DOOH stands for "Digital-Out-of-Home" advertising and it is a powerful form of marketing strategy. Utilizing digital displays such as billboards, bus shelters, or subway stations, DOOH is able to reach potential customers with specific ads and information based on their physical location. It is a powerful tool in any marketing plan.
Advertisers recognize the opportunity to craft targeted, local advertisements for consumers, displayed in key locations, driving customers to their store. With this method, advertisers can guarantee that their message is delivered to the relevant audience, at the right time and place for maximum return on investment.
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Why and for whom is It important?
Understand the competitive digital advertising environment
In 2024, 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.
5 reasons to include DOOH in your strategy
- It reaches on-the-go, local customers
- You can create consistent omnichannel campaigns
- It increases brand awareness
- High ROI, it boosts ROAS
- If you don’t, competition will
DeepReach Tips for DOOH
What are some advanced features for DOOH displays that can enhance my strategy?
Consider features such as interactive touch screens, augmented reality, and facial recognition technology to engage and interact with audiences in new and innovative ways. Use these advanced features to stand out and increase brand impact.
How can I measure the success of my DOOH campaign? Which KPIS should we look at?
Make sure to have clearly defined your objectives before the launch of your campaigns. Continuously monitor them and adjust your strategy to improve your ROAS and reach your marketing objectives. Use data analysis tools to track metrics such as foot traffic, brand exposure, and engagement.
Some KPIs that you might want to use: Proof of play, Brand Uplift, footfall measurement.
How can DOOH be integrated with other digital marketing channels?
Use DOOH to drive brand awareness and engagement, then leverage that engagement in other digital channels such as social media, email, and website traffic. The DeepReach tip: Create a funnel placing DOOH at the top, and drive-to-store ads at the bottom.
How can you optimize the placement and timing of DOOH displays?
Analyze how the target audience may be travelling to or through the area, such as on foot, bike, or car. Look for any existing advertising in the area and determine how your message will stand out from the rest. The DeepReach tip: Use socio-demographic data to adapt content, to determine the best placement and timing for maximum impact.
What works best for DOOH content creation?
Make sure your content is dynamic, visually appealing, and relevant to the location and target audience. Use high-resolution images, animations, and real-time data to increase engagement. The DeepReach tip: Create geotargeted campaigns with the same content, for visual consistency.
More about DOOH and local Marketing
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