The digital transformation of outdoor advertising is enabling brands to run more personalised marketing campaigns to customers in the offline world.According to PwC the growing demand from brands for view ability and a desire to drive consumer action is spurring Digital Out of Home (DOOH) growth. DOOH revenues will overtake traditional outdoor media spend starting from this year.
Technology will continue to define outdoor advertising’s value proposition as it becomes an integrated and measurable part of the marketing mix.
Mobile and OOH converge to reach consumers on the move
According to Nielsen outdoor advertising drives more online activity than any other offline medium. Mobile and outdoor advertising both reach the on-the-go consumer. Brands are now aligning their strategies on both channels to drive more engaging campaigns.
For example, the calls to action on digital billboards are increasingly being used to drive some type of mobile activity – redeem a coupon or voucher, visit a website, or even play a game.
Then there’s also synchronous OOH and mobile campaigns, which enable brands to reach all audiences within that location on all screens – digital billboards and smartphones.
Online data will drive creative strategy
Renato Rossi, Burger King’s VP of Marketing in UK is excited by the possibilities of DOOH. “To us, [DOOH] becomes interesting when it can become fully connected to each of our individual customers,” he said, addressing attendees at Ad: tech London.
Earlier in 2017, Burger King leveraged footfall and traffic data to run a dynamic outdoor campaign in London. The creative changed by time of day, amount of people in the outlets, and traffic around the billboards.
According to Rossi, the campaign managed to drive a significant amount of people to the nearby outlets during off peak hours.
A lot of this data – footfall, traffic, social trends, weather, and more are already available to advertisers. It will be exciting to see how the data collected creates more innovative and relatable consumer experiences.
OOH aligning with digital marketing strategies
Data-driven media planning is crucial to creating these innovative experiences. Outdoor advertising has largely been considered a drum-beating, backdrop medium. Beautiful? Yes. Attention-grabbing? Sure. But what return does it deliver? Clicks? Store-visits? Purchases?
Marketers are now beginning to understand how multiple data sources can assist in OOH planning. For too long, historic data from surveys, census, and counters were used to plan outdoor advertising campaigns.
Individual behavior and demographics are being consolidated to convey more grounded measurements to the advertiser. Real time traffic, social media, and even camera analytics now provide accurate audience metrics for billboard sites.
Digital metrics make it easier for media planners to consider and integrate OOH in omnichannel campaigns.
In less than a decade, digital has completely transformed offline media – print has moved online, TV is now “on-demand”, and radio channels now distribute content via podcasts. Meanwhile, the billboard remains in the real world – only more data-driven and connected to other digital media.