Location, Location, Location. This has been the age-old driver of real estate value. And the same has been used as a standard for choosing billboards as well. But the rise of digital media has changed the marketer's mindset, which is now audience-centric rather than media-centric.
Today, even for outdoor advertising, "location" is more about the locations being visited by consumers rather than the location of the billboard. How is this being used to drive offline media decisions?
Location data has been identified as the link between the physical and digital world. While marketers have become used to using online actions to build audience profiles, it rarely links to their physical movement.
This information becomes even more necessary when you factor that a majority of purchases still happen in physical stores. Time spent outside the home - commuting, shopping, and on leisure activities is also on the rise.
Location intelligence is not only helping marketers understand their customers better - it is driving outdoor media decisions.
How do consumers go to work each day? What billboard sites do they pass next to? How many times do they pass by the same billboard? What locations do they visit after passing by a billboard? All of the former can be used to make more efficient offline media decisions.
Choosing the right OOH site
Effective Out-of-Home (OOH) campaigns leverage audience location intelligence to help them decide which sites are frequented by audiences who fall in their target group.
For example, a billboard campaign that wants to reach out to "business travellers" can leverage location data to build this segment - people who are seen at airports, for example. They can then understand which billboards this audience passes by and when they do this.
This information can then be used to build a media plan that is designed to engage the right target audience at the right times.
Optimising your creative
Understanding the journey of audiences passing by your selected billboard is key to delivering an engaging message.
Where are they going or coming from? How does this change depending on the time of day or day of week? How long do they spend passing by the billboard?
Taking into account this data, marketers can understand how many words their creative should have and what it should say based on the context of the audience passing by it.
Measuring the impact of a location
Location data has also drastically improved how outdoor campaigns are evaluated.
Aside from benchmarking the billboards' performance in terms of target audience density, marketers can also understand what influence the campaign had.
This could be in terms of attributing store footfall to billboard viewers and measuring the uplift delivered as a result of the campaign. This information helps marketers plan better campaigns in the future and evaluate the results of an "offline" billboard campaign against those delivered by other channels.
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