Whether you're just getting started in digital communication, or you've already taken a step in programmatic advertising, you should consider launching your own DOOH advertising campaign. Why so?
First of all, because this format, which is very focused on visual creation, allows you to increase your audience’s brand recall. In fact, according to The Drum, OOH is proving to be a perfect outlet to share messages since its unaided recall rates are at 40% and DOOH at 47%, clearly surpassing mobile at 35% and TV at 22%.
That's part of what makes this ad format work so well to generate additional revenue for brands. According to a Digital Signage Today US study, 80% of brands saw an increase in sales of about 33% thanks to DOOH.
Moreover, DOOH digital display is highly complementary to your existing online devices. Whether you have implemented branding-oriented activations or drive-to-store campaigns, DOOH follows your prospects throughout their omnichannel journey, making your brand even more visible, especially on mobile.
Finally, launching your own DOOH campaigns also means reacting to your competition, that’s undoubtedly thinking of launching their own! Indeed…
Enough to make you want to launch an advertising campaign on digital screens, right?
To guide you through your digital advertising out of home strategy, there are numerous players you can tap into. Between DSP, data providers, SSP and publishers, you need to make the right choice.
To choose the right dynamic display solution, you need to think about the type of advertising space you want to invest in.
Do you prefer targeting your audience…
Ultimately, the question you need to ask yourself is: what types of screens your potential customers are likely to encounter more frequently in the public space, in their day-to-day routine?
You know it all too well: a programmatic campaign, whatever it is, needs to target the right audience to aim at optimal results.
In terms of DOOH campaigns, there are several targeting strategies you can tap into:
A DOOH interactive advertising campaign sure is a great way for your brand to communicate. But for this digital marketing technique to be really effective, you need to apply some best practices.
Make sure you…
Your brand new DOOH campaign is launched? Congratulations! Now it's time to take a closer look at its performance, by monitoring it closely. The goal is to evaluate the effectiveness of your DOOH communication strategy, so that you can deliver data-driven messages that are increasingly relevant, impactful and cost-effective.
Here are the key performance metrics you can analyze throughout your DOOH campaigns:
If you have launched your campaign to bring traffic to your store, you can of course measure this drive-to-store strategy’s performance too.
To find out how to measure the increment of in-store visits and then measure the revenue generated via DOOH, be sure to check out the last part of our guide on drive-to-store campaigns.
Finally, you can also measure the effectiveness of your device on your awareness, your brand image, the adherence of your audiences to the brand, or their purchase intention.
To do so, all you need to do is add a QR Code to your advertisements: this will help measure how your audience engages to your ad campaigns.
You can also launch a post-test study, by launching a digital ad to targets that passed by your screen location. In this ad, you can run a survey, asking them if they remember the ad, or the brand that ran the ad.
Fine targeting, smart advertising media creation, great choice of screens, precise performance measurement: you're ready to launch DOOH campaigns that will allow you to reach your marketing objectives!
Need some guidance on DOOH? Contact our Gamned! experts now: let's talk about how we can help you develop your brand every day through programmatic.
Tell us who you are, we will tell you which digital activations to adopt!