The way outdoor media planners buy an ad has changed with the digitisation of the OOH industry. Traditional and static OOH media are slowly being replaced by the new advanced digital OOH as it gives advertisers the ability to personalise and customise their campaign.
However, marketers must also ensure their ad-buying process is optimised by planning effectively through the measurement of impression, audience, the share of voice and location.
A person’s dwell time on an ad and the total number of people that are likely to see and notice an ad is referred to as the unit measurement of impression. Simply put, it is the total number of times people passing a DOOH display and noticing it.
For each ad units or spots, different calculations of dwell time and total views of the ad are measured. Before calculating the impressions of their ad campaign is vital to have a clear population coverage of the campaign to ensure the campaign is done in areas with a high-density number of the target audiences.
As mentioned in our previous post; “OOH 101: A Guide to Successful OOH Campaign Measurements”, audience measurement is vital in an ad buying process. Audience measurement can be indicated by the audiences population, movement patterns/behaviours, mobility and location of the target audiences. These indications of audience measurement can further be broken down into more focused metrics:
i. Audience composition
Target audiences are defined by demographic attributes and their location in the real-world.
ii. Audience reach
Percentage of an addressable target audience reached by a given campaign.
iii. Behavioural profile
The audience profile-based on past-observed behaviour, typically within 30-90 days of recency but it is not necessarily referring to a profile of unique users.
iv. Behavioural segments
Audiences are segmented based on their previous behaviours which mainly include their recent online behaviours, or offline purchases and visitation.
v. Consumer spending data
The audience profile is generated based on their past purchase behaviour, such as “What item? When? How much was spent?”.
Time/Share of voice
The length of time and how ads are shown on the screen also influenced ad buyers’ decision before making a purchase.
Share of voice is how often and how long their ad is visible to the consumers vs how long the other content is visible.
Take digital billboard as an example to calculate SOV. A typical-loop based digital billboard has eight slots in a loop, each 8 to 10 seconds long. If 100% of the inventory got sold, each advertiser will get 1/8 SOV, hence to increase their SOV, they need to purchase multiple slots.
Other than spot-in-loop calculation, ad buyers can also buy ad based on frequency.
The number of times an ad will play in a given hour on a given display is identified as the frequency of the scheduled campaign. When the number of times of the ad is displayed increase, the audience frequency will become higher as well.
Optimise your buying process
Audiences today are expecting a high-quality consumer-experience in their interactions with brands, hence advertisers need to ensure that their ad campaign execution strategy is optimised. Optimisation in media buying should be done by default.
For your ad to land on locations with close proximity to your target audiences, then, the need for effective media planning and buying is clear. Additionally, the introduction and proliferation of programmatic buying over the past years has made it easier for advertisers and marketers to plan and buy OOH media more effectively.
Learn more on how to effectively measure your OOH campaign’s success here.