GUIDES
by Roman Vrublivskyi
Posted on Sep 1, 2022
Insights of SmartHub for creating a successful DOOH campaign
by Roman Vrublivskyi
by Roman Vrublivskyi
DOOH advertising is our familiar outdoor advertising but with programmatic targeting capabilities, as it is displayed on digital screens in crowded places. The challenge for advertisers is to make these ads memorable and appealing to people passing by and to choose the right campaign settings so that the ads are shown to their target audience.
Programmatic DOOH advertising platforms are designed to do all of the preceding tasks. They help publishers and advertisers find each other and make mutually beneficial deals, but most importantly, they help advertisers find their audience exactly where and when they need their product.
The greatest amount of traffic comes through mobile devices, which means it’s most profitable for advertising, right? So why complicate your life and use DOOH advertising?
Because of banner blindness. People who are used to tons of irrelevant ads simply don’t notice them or even install ad blockers. But this isn’t surprising, when people are repeatedly shown something that does not interest them, they either remove it from their field of view or ignore them.
And that’s where DOOH advertising comes to the aid of marketers. This advertising industry has grown tremendously in the last decade. Global spending on DOOH is projected to grow from $7.5 billion in 2020 to $15.9 billion in 2027. In other words, the market will expand almost twofold.
The reason for this rapid development is DOOH’s ability to target specific audiences, as well as the interactive elements that can be added to such advertising.
The system uses a lot of data to ensure that ads are only shown to those who might be interested and at a time when they can see them: data about the user’s location or movement, traffic data, third-party data, etc. Of course, all of this is anonymous and complies with all privacy laws. However, it is a very convenient tool for the analytical work of marketers.
All collected data may be used by specialists and, based on this, they can build an advertising strategy. It allows advertisers to show outdoor advertising to their preferred target audience in the right place at the right time.
In addition, advertisers can set up triggers related to the real world. For example, it is possible to set the display of ads depending on the weather or time of day. So a café or restaurant can advertise breakfast in the morning and hot drinks and soups in rainy weather.
DOOH platforms make it possible to streamline and customize outdoor advertising in a way that was not possible before with conventional outdoor advertising. Any time, any circumstance, and any audience will be combined if that’s what the advertiser needs to reach its target audience.
Programmatic DOOH allows you to create completely new, unusual, and very attractive advertising formats, which bring a lot of useful analytical data.
DOOH advertising is an innovation in the world of outdoor advertising. It allows you to do things that weren’t possible before. Targeting, analytics, and attribution tools that have long existed in the digital space are now available for outdoor advertising as well. Billboards and screens in public transportation, airports, hospitals, or bus stops are now advertising spaces that can be bought and managed.
Although DOOH advertising tools do not yet allow you to target one specific person, the targeting tools are still an order of magnitude above standard outdoor advertising tools and can target specific groups of people.
One display of advertising means that it will be seen by a group of people, not just one user on the screen of his gadget. This greatly reduces the cost per view.
Digital component of DOOH advertising allows analyzing the course of an advertising campaign in real-time and provides a lot of useful data, which is impossible to get in a common advertising campaign with outdoor advertisement.
People are tired of the abundance of advertising everywhere and are used to skip it, just as we skip the already boring intro in a video game. However, outdoor advertising with interactive features is still a novelty and a great way to keep the attention of potential customers.
What the user sees on the screen is the end result of the hard work of many advertising experts and a variety of technological tools. Regardless of the format in which the ad appears: banner, video, text, or interactive element, the amount of work that goes into getting the right person to see it at the right time is enormous.
SMART goals are clear, understandable, and achievable within a single advertising campaign. Such objectives help avoid equivocal slogans and will work as a clear motivator for marketers.
If the overall campaign goal seems too global, we recommend breaking it down into several smaller, simpler aims.
Brand recognition is a very frequent goal for DOOH campaigns because it’s great for them. The more people who see your brand on screen, the stronger your brand awareness will be. However, just saying “increase brand awareness” is not specific enough. A SMART goal would look like this: “Increase online mentions by 15-20% in the first quarter of 2023.”
These are pretty common goals for marketing campaigns, so they’re great for DOOH campaigns, too. Examples of SMART goals from this category are: “Increase traffic to the brand’s website by 15-20% in December” or “Increase online store visits by 15-20% in Q1 2023.”
The key secret to SMART goals is their accuracy. Everything you want to achieve with your campaign should be measurable in numbers. All results and conclusions should be easily entered into boring tables and formed into clear graphs.
Researching your target audience is key to successfully leveraging digital DOOH advertising. If you know your target audience, you know where they might be and at what times. For example, if your target audience is students, you’re likely to find them at bus stops in the morning or on public transportation rushing to school. If they are office workers, they will probably be near business centers during lunch hours.
With this knowledge, you’ll be able to better customize your campaign and, therefore, make it more relevant and appealing to your customers.
Sometimes advertisers want to stand out with their creativity and come up with unusual calls to action for users. However, you should remember that this can play a bad joke on you because people simply will not understand what you want them to do. If you are not sure whether people will understand the call to action, test it on the focus group, or even refuse in favor of the timeless and simple classics.
Also, remember that the call to action does not have to be a call to buy, it can be a phrase that encourages people to click a link or a QR code that leads to a landing page with your offer.
This is a large digital screen on which images, animations, or videos can be displayed. These screens are usually installed in crowded places: downtown, by the freeway, at the airport, etc. These screens are suitable for those who want a large coverage to a wide audience, as in such places you can usually find crowds of people of all ages and genders.
These are screens installed at train stations, airports, or on public transport. Advertising on them is designed for passengers or travelers. If we are talking about screens on public transport, you should consider the time when the transport has the highest occupancy. On the one hand, there is a better chance that your ad will be seen by a lot of people, but on the other hand, because of the crowd, the screens may not be very visible.
Screens are placed on street furniture: benches, gazebos, or along pedestrian walkways. Advertising is designed for pedestrians and is located at about eye level. Interactive formats with QR-codes for cell phone interaction will work great.
This type includes all screens installed in shopping malls, stores, or restaurants. These are signs or even interactive menus (if we’re talking about cafes). These screens are also very suitable for interactive ads with QR-codes or using a camera that recognizes facial expressions.
These screens are very advantageous to show short ads, as people simply do not have to concentrate on the trip in the elevator except for the ad. In addition, these screens are much easier to guess the potential audience, as elevators are often in shopping malls, business centers, or apartment buildings.
DOOH advertising can be not only effective, but it can also be a work of art, a social statement, and still be advertising. With the development of technology, we have yet to unlock the full power of this advertising format, but it is already very impressive.
In order to create a successful DOOH campaign, you need to plan everything properly, study your audience, and set clear goals. As you probably know, in the advertising world, there are no unambiguous rules, and the ones that are there, though, are designed to challenge the most desperate marketers. So you may not follow our advice at all, but if you do, the chance of a successful campaign will definitely be higher.
Most DOOH advertising is driven by standard programmatic platforms. However, in a wave of innovation, White Label programmatic platforms have recently burst into the scene. And they offer a number of advantages to advertisers, chief among them is the ability to create your own advertising ecosystem with your partners. This highly customizes the platform and also saves time and resources through automated processes.
White Label programmatic platforms can also reduce your advertising costs. The system analyzes statistics, increases CTR, and collects publisher data to predict a second price, with which it will be easier to plan your advertising budget.
In addition, you will get a quick interaction between bidders in real-time within a few seconds, allowing you to pay the lowest possible price for the best displays.
Thinking about creating your own ad exchange and connecting DOOH partners there? Then do it with SmartHub programmatic marketplace!
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