With the rise of big data and the ability of OOH to measure and target, OOH campaigns can now be planned with much higher levels of accuracy, targeting very specific audience segments, based on location and movement behaviour within the market.
OOH has become the cornerstone of any omnichannel marketing strategy that reflects the narrowing gap between online and offline touchpoints. An OOH media could be the physical link that allows marketers to unlock all possibility of omnichannel advertising - leading to a new paradigm that thaws our frozen media archives and allows for a new world of truly customer-centric marketing.
Omnichannel brings together various media channels across multiple devices. It is always about customer-centric targeting - targeting the right audience through the right medium. Thus, it is imperative for marketers to look beyond just channels but also look into the audience behaviours analysis which can be easily identified and tracked out of the home.
The first step in developing an omnichannel experience is by identifying the audience. It is easy for marketers to employ a wide array of media channels but to consistently identify their audience across devices, channels and touchpoints is a big challenge.
Users and devices are related, hence marketers need to know that OOH advertising has become more highly targeted, more efficient, and more cost-effective. So, it has undeniably made the process of audience identification easier than ever.
Bridging Digital World with Real-World Location
Based on Hootsuite’s 2019 Global Digital Yearbook, 66% of people around the world are unique mobile users, while 58% are internet users. This shows that consumers are always attached to the digital world, whether they are at home or on-the-go. This makes OOH a perfect complement to online activations as it amplifies and drives online and search effects.
OOH draws the same connection in the omnichannel advertising paradigm - a real-world location, that can unlock a gateway to the digital world. OOH has the ability of geofencing, in which marketers can easily provide a passage to the digital experience. Marketers can create a virtual geographic boundary with the use of GPS or RFID technology, hence when a mobile device enters a particular area, it will trigger a response and later become the data for marketers to analyse for retargeting. Through this process, marketers are able to generate more targeted campaign messages.
Integrating OOH as part of the omnichannel ecosystem allows marketers to tag consumers who have been exposed to a specific ad and later deliver contextually relevant messages to drive consumer down the purchase funnel. Location activation, for example, allows marketers to identify the past exposure and real-world behaviour of their target audiences at a particular location. As they clearly define their target audiences, marketers can deliver relevant ads message to social media or emails of the defined target audiences. This effort will maximise both digital and physical experiences of the customer’s journey.
Combine Experiences and Conveniences
Even with the rise of e-commerce, more consumers still prefer to shop in the real world. In addition to that, Thrive Analytics report highlights that “60% of consumers use mobile devices to find information on local products and services, and 40% of those are on-the-go when searching for it.”
Even though online shopping might be convenient and practical, but it does not engage consumers on an emotional level as the physical shopping experience does. The demand for an efficient shopping journey had gradually increased throughout the years. Consumers still value a real-life experience that can offer more immersive and emotionally engaging brand interactions.
Therefore, OOH can integrate experiences and conveniences in the customer’s journey when it is infused into an omnichannel strategy. Two ways to include OOH, in an omnichannel brand strategy are by including CTA and interaction.
OOH allows a brand or product to simply ask the audience to visit the site or sign up for the app on the billboard itself. The creative execution can vary from running a contest to offering incentives for doing so and it is up to how it is creatively written by the marketers. For example, when a brand includes a contest on their OOH campaign, it will definitely drive more calling out behaviours from the audiences. As the audiences now are aware of the contest, they will likely search up about it online to learn more about it.
Digital OOH is mainly interactive in nature. For example, including a hashtag on the OOH campaign will likely drive interaction with the audiences as this effort will attract more interest from the audiences to be involved with the content. This will also eventually increase brand awareness. OOH, in this case, serves as a jump-off platform where audiences follow its direction to engage with the brand’s digital channels.
OOH is Made Better with Omnichannel
As the capabilities of digital OOH continue to grow, it will become a more dynamic part of many marketers’ omnichannel strategy plan. Given the capabilities of OOH, an omnichannel model must include OOH as a key media component. With its ability to connect location data with mobile data - to derive meaningful consumers movement, insights and behaviours - it will be able to provide a deterministic data point for a more effective target audience. In short, marketers now must be open to embracing new changes and with OOH they can now offer a true omnichannel journey for consumers through various touchpoints, a channel-agnostic approach that is customer-centred and offers a more complete customer journey experience.