Benefits of Impression-Based Digital Outdoor Advertising
“If you can’t measure it, you cannot improve it.” – Lord Kelvin.
As data rises in value, impression based targeting results become more vital when measuring ad performance!
Digital OOH (Out-of-Home) advertising, despite being one of the oldest forms of media communication, has long been considered difficult to measure – quantitatively.
It mixes traditional OOH advertising with digital content, providing advertisers with measurable results.
While OOH has shown a 4% annual growth. DOOH brings a 16% year-on-year growth, acting as a catalyst towards uplifting the entire outdoor advertising industry.
DOOH utilizes features such as geofencing, tracking, impression based advertising, retargeting and more to improve the quality of targeting and ad-placement.
It is the closest to becoming a “pay-per-view” form of advertising – something that you might be familiar with on Internet or Social Media ads.
Here are some of the reasons why DOOH as a model thriving on impression count has become a preferred choice over traditional outdoor forms of advertising.
Get Audience Insights
In traditional OOH advertising, you had to buy an ad space based on guesstimates.
There were no real metrics available to get audience insights or to check the number of views or impressions.
Today, DOOH is location and data driven!
Now, based on geolocation analytics you can get reports on not only the number of viewers but also the demographics of the viewers.
Ad-tech companies tie location-based data with mobile IDs that, in turn get converted into IP addresses.
By accessing information related to age, gender and purchasing power, you can analyse whether your ad is reaching the targeted segment.
At the same time, it allows your marketing team to create ads that are tailor-made for your audience – across B2B and B2C scenarios!
Access to Real-Time Data
In traditional outdoor advertising you paid for your ad to be displayed for a certain number of days, at certain times across each day.
There was no further room to tweak your ad based on ‘performance’.
Today, outdoor advertising opens the door to fine-tuning your ad, based on campaign outcomes.
Since DOOH ads are dynamically and digitally placed in the format of video or a graphical image, it is a whole lot easier to test out different elements in your ad.
You can simply define a period of measurement and make tweaks as per the ad performance – exactly as you would do with a digital or social media ad campaign.
Connecting the campaign with a landing page or customer-action will help gauge that performance!
More Creative Space for You
Traditional OOH advertising was limited to print ads.
With the advent of Digital, you can intermingle AI with DOOH campaigns to create a more personalized ad experience.
In the video, you will see how the American car brand GMC used face analysis and behavioural detection to create an interactive ad.
More importantly, the brand could target its potential customers with Artificial Intelligence (AI) technology that can detect user profiles.
The USP of a DOOH advertising lies in the fact that it can react to its immediate surroundings making the creative space limitless.
This is one of the reasons why DOOH accounted for 28.3% of all OOH ads in 2019 and is predicted to reach 38.3% by 2023.
The biggest mistake you can make in outdoor advertising today – running digital outdoor ad campaigns like traditional outdoor ad campaigns!
Pre- and Post-Campaign Analysis
Research from Virtuo City revealed that using contextually relevant DOOH campaigns increases awareness for campaigns by 18%.
When you run a DOOH campaign, use the other marketing channels as you normally would, without change – It will help you isolate the performance of the DOOH-part of your campaign!
As interactive content grows, DOOH will also see massive growth in the near future.
The fact that DOOH has become programmatic has made it a whole lot easier to include outdoor advertising as a part of your campaign.
Additionally, its impression-based approach gives you concrete numbers to measure the success of the campaign.
You get all the advantages of impression based targeting, plus the digital nature of outdoor advertising lets you flex your creative muscles.
Online campaigns coupled with strategic digital outdoor advertising campaigns are the secret sauce of today’s successful ad campaigns!