What to Know Before Running DOOH Ads

Understanding Digital Out-Of-Home Advertising

What Digital Out-Of-Home Advertising Entails

So, what exactly is digital out-of-home advertising, or DOOH for short? Think of it as the modern, digital version of those billboards and posters you see everywhere. Instead of static images printed on paper, DOOH uses digital screens – like big LED billboards on the side of buildings, screens in shopping malls, bus shelters, or even inside elevators – to show ads. These aren’t just your grandpa’s billboards; they’re dynamic, connected, and can change what they show based on all sorts of things.

The core idea is to reach people when they’re out and about, in the real world, but with the flexibility and targeting capabilities of digital advertising. It’s a way to get your message in front of potential customers in a way that feels less intrusive than online ads, which can often be skipped or ignored. Plus, with DOOH, you know exactly where your ad is playing, and it’s pretty much guaranteed to be seen unless something is physically blocking the screen.

Key Advantages Over Traditional OOH

Why make the switch from old-school billboards to digital ones? Well, DOOH brings a lot to the table that traditional OOH just can’t match. For starters, the ability to change content on the fly is a game-changer. Imagine a coffee shop running ads for hot drinks on a cold morning and switching to iced beverages when the temperature rises – that’s the kind of real-time relevance DOOH offers. This flexibility means your ads can stay fresh and relevant, avoiding that feeling of being stale.

Here are a few more reasons why DOOH shines:

• Unblockable Reach: Unlike online ads that can be blocked by software or ignored due to ad fatigue, DOOH ads are physically present and visible. You don’t have to worry about ad blockers or people scrolling past.
• Dynamic Content: Ads can be updated instantly, tailored to the time of day, weather, local events, or even audience demographics. This makes campaigns much more engaging.
• Privacy-Friendly: In an age where people are increasingly concerned about data privacy, DOOH offers a way to reach mass audiences without relying on personal data tracking or third-party cookies.
• Measurable Results: Modern DOOH platforms provide data on impressions, audience engagement, and can even track offline-to-online conversions, giving you accountability for your ad spend.

The Growing Market for DOOH

It’s no secret that the digital out-of-home advertising market is booming. We’re talking about serious growth here. Global spending on DOOH is projected to keep climbing year after year. This surge is largely thanks to the digitization of traditional OOH spaces. Cities are getting smarter, and so are their advertising opportunities.

The investment in DOOH is following where people’s attention is going. As more screens pop up in high-traffic areas and become more sophisticated, advertisers are taking notice. It’s becoming a go-to channel for brands looking to make a big impact.

This expansion means more screens in more places, giving brands a wider range of opportunities to connect with consumers. From massive digital billboards in busy city centers to smaller screens inside local shops, the world of out-of-home advertising continues to evolve. The digital era of OOH is already here, and companies are looking for smarter, more flexible ways to use it. The Version2 specializes in helping brands take full advantage of this shift, offering modern solutions that make digital out-of-home advertising more effective and easier to manage.

Strategic Campaign Planning for DOOH

Alright, so you’ve got your eye on Digital Out-Of-Home (DOOH) ads. That’s smart. But before you just jump in and start buying ad space, you really need a solid plan. It’s not just about sticking your ad on any old screen; it’s about making sure it gets seen by the right people at the right time. Think of it like planning a road trip – you wouldn’t just start driving without knowing where you’re going or who you’re taking with you, right? Same idea here.

Defining Your Target Audience and Objectives

First things first, who are you trying to reach? Are you aiming for busy commuters rushing to work, shoppers browsing in a mall, or maybe people grabbing coffee on a Saturday morning? Get specific. Think about their age, their habits, where they hang out. Once you know who you’re talking to, figure out what you want them to do. Do you want them to remember your brand better? Visit your store? Download your app? Having a clear goal makes everything else much easier.

• Awareness: Just getting your brand name out there.
• Consideration: Making people think about your product or service.
• Action: Driving immediate visits, purchases, or sign-ups.

Selecting Optimal Locations and Screen Types

Now, where do these people actually spend their time? High traffic areas are good, sure, but meaningful locations are even better. If you’re selling a new energy drink, putting ads on screens at gyms or transit hubs during rush hour makes a lot of sense. If your product is something people buy at the grocery store, then screens inside or near supermarkets are your best bet. Don’t forget about the type of screen, too. A massive billboard in Times Square is different from a small screen inside an elevator or at a gas station pump. Each has its own vibe and audience.

The trick is to place your ads where they naturally fit into people’s daily lives. It’s about being present when they’re most likely to be receptive to your message.

Aligning Screens with Daily Routines

This is where DOOH really shines. You can think about when people are actually looking at screens. For example, ads for coffee might do really well on morning commute screens, while ads for restaurants could be timed for lunch or dinner rushes. Consider the flow of people throughout the day. Are you targeting people on their way to work, during their lunch break, or on their way home? Matching your ad placement and timing to these daily routines can make a huge difference in how many people actually notice and remember your ad. It’s about showing up at the right moment, not just the right place.

Crafting Compelling DOOH Creative Assets

When you’re putting together ads for digital out-of-home (DOOH) screens, you’ve got to remember people are usually on the move. They’re not sitting down with a magazine or scrolling through their phone for ages. This means your ads need to grab attention fast and get their message across in a flash. Think of it like a quick conversation – you need to make your point clearly and concisely.

Designing for Quick Consumption

Because people only have a few seconds to see your ad, simplicity is key. Big, bold visuals and short, punchy text work best. Avoid cramming too much information onto the screen. The goal is for someone walking or driving by to understand what you’re selling or promoting almost instantly. A clear, single message is far more effective than a jumbled one.

Here’s a quick rundown of what makes a DOOH ad easy to digest:

• Visuals: Use high-quality images or graphics that are easy to understand at a glance. Bright colors can help you stand out.
• Text: Keep headlines short and to the point. Use a readable font size and style. Think about what someone can read in 3-5 seconds.
• Layout: Ensure there’s enough white space so the ad doesn’t feel cluttered. The most important elements should be easy to find.

The effectiveness of an ad is heavily influenced by its creative. Some studies suggest that up to 75% of an ad’s success can be attributed to its creative elements, making this a critical area to focus on for DOOH campaigns.

Leveraging Dynamic Content and Motion

Digital screens offer a big advantage over old-school billboards: they can move! Using animation or video can really make your ad pop and catch the eye of passersby. However, you need to use motion wisely. Simple animations can be great for grabbing attention without being distracting. If your ad is in a place where people might linger a bit longer, like a bus shelter, you might even consider short video clips. Just remember, most DOOH screens don’t play sound, so always include subtitles if you’re using video.

Integrating Strong Branding and Calls to Action

Even though your ad needs to be quick, you still need to make sure people know who you are and what you want them to do. Make your logo visible and use your brand colors. If you want people to visit your website, download an app, or visit your store, tell them clearly. A strong call to action, like “Visit us today!” or “Scan to learn more,” can make a big difference in driving results. It’s about making a memorable impression and guiding the viewer toward the next step.

Executing and Managing Your DOOH Campaigns

Alright, so you’ve got your strategy locked down and your eye-catching ads ready to go. Now comes the part where you actually get them out there and keep an eye on things. This isn’t just about hitting ‘launch’ and walking away; it’s about smart execution and ongoing adjustments.

Utilizing Programmatic Platforms and DSPs

Think of programmatic platforms and Demand-Side Platforms (DSPs) as your command center for DOOH. These tools are what connect you to all those digital screens out there – the billboards, the kiosks in the mall, the screens in transit hubs. They let you get specific about where and when your ads show up. You can target certain groups of people or change how much you’re spending based on what’s happening in real-time. It’s like having a remote control for your entire outdoor advertising presence.

• Connect with Inventory: Access a wide range of digital screens across various locations.
• Automate Bidding: Set up rules for how much you’re willing to pay for ad placements.
• Target Precisely: Define audience segments based on location, time, and behavior.
• Manage Campaigns: Control ad scheduling, frequency, and budget allocation from one place.

Understanding Bidding and Inventory Access

When you use programmatic, you’re essentially bidding on ad space. This means you’re competing with other advertisers for the chance to show your ad on a particular screen at a specific time. The platforms help you figure out what a fair bid is, often based on the audience that’s likely to see the ad. Inventory access refers to the actual ad slots available on digital screens. Some platforms give you direct access, while others work through exchanges. It’s important to know what kind of access you have because it can affect the price and the types of placements you can secure.

Real-Time Optimization and Budget Allocation

This is where DOOH really shines compared to traditional billboards. You’re not stuck with a campaign that isn’t working. By watching how your ads perform, you can make changes on the fly. If ads in a certain neighborhood aren’t getting much attention, you can shift your budget to areas that are performing better. You can also tweak ad creatives, change the timing of your ads, or even adjust bids based on live data like weather or local events. The goal is to make sure your money is always working as hard as possible for you.

Managing a DOOH campaign isn’t a set-it-and-forget-it kind of deal. It requires active monitoring and a willingness to adapt. By using the data available through your platforms, you can continuously refine your approach, ensuring your message reaches the right people at the right moments and that your budget is spent efficiently, maximizing the impact of every dollar.

Here’s a quick look at what you might adjust:

• Budget Shifting: Move funds from underperforming locations or times to those that show more promise.
• Creative Swaps: Test different versions of your ad or update time-sensitive offers.
• Timing Adjustments: Modify ad schedules based on observed audience traffic patterns.
• Bid Adjustments: Increase or decrease bids based on real-time demand and performance data.

Measuring the Impact of Your DOOH Advertising

So, you’ve put your ads out there on those big digital screens. Now what? It’s time to figure out if all that effort and money actually did anything. Unlike some older forms of advertising, DOOH gives you a lot more data to work with. It’s not just about hoping people saw your ad; you can actually get numbers to back it up.

Key Metrics for Success: Impressions and Recall

First off, let’s talk about impressions. This is basically a count of how many times your ad was shown on a screen. Think of it like a digital billboard’s version of a website page view. Many DOOH networks can give you pretty solid estimates, sometimes even using sensors or mobile data to figure out how many unique devices (which are a good stand-in for people) passed by while your ad was playing. You’ll often see numbers like “250,000 impressions” for a campaign. Beyond just seeing the ad, you want to know if people remember it. DOOH has shown pretty good results here, with aided recall rates often hitting over 80% in studies. That means people are more likely to remember seeing your brand after the ad has run.

Tracking Engagement and Offline-to-Online Lift

Engagement is a bit trickier with DOOH since people can’t exactly click on a billboard. But there are ways to measure it. If your ad had a QR code, a special short web address, or a text-to-win number, you can track how many people actually used it. These actions are like the “clicks” for your DOOH campaign. Another big one is seeing if your ad actually drove people to do something after they saw it. Did more people visit your store? Did searches for your brand go up in the area where the ads were running? By looking at mobile location data, advertisers can compare groups of people who were near the screens versus those who weren’t, and then see if the “exposed” group visited a store more often. This is called offline-to-online lift, and it’s a powerful way to connect your DOOH ads to real-world actions.

Attribution Models for Demonstrating ROI

Figuring out the exact return on your investment (ROI) can get pretty complex, but there are methods. You can use what’s called attribution modeling. This is where you look at all the different ways a customer might have interacted with your brand – maybe they saw your DOOH ad, then later clicked on a social media ad, and finally made a purchase. Attribution models try to assign credit to each of those touchpoints, including your DOOH ad, to see how much it contributed to the final sale. Some advanced systems can even factor in things like how long someone looked at the screen (dwell time) or if they took a picture of the ad to share online.

Planning your measurement strategy before you launch is key. Decide what success looks like for your campaign – is it brand awareness, store visits, or direct sales? Then, make sure you have a plan to track those specific goals. Without a clear measurement plan, you’re just guessing.

Here’s a quick look at what you might track:

• Impressions: Total times your ad was displayed.
• Reach: Number of unique people exposed to your ad.
• Engagement Actions: QR code scans, website visits from short URLs, text-in responses.
• Offline-to-Online Lift: Increased store visits, app downloads, or search activity in exposed areas.
• Brand Lift: Changes in brand awareness or perception measured through surveys.

Maximizing ROI with Advanced DOOH Strategies

So, you’ve got your DOOH ads running, and they’re looking good. But how do you really squeeze the most out of your ad spend? It’s not just about putting up a screen; it’s about being smart with where and how you show your ads. Think of it like this: you wouldn’t advertise a winter coat in the middle of summer, right? DOOH offers ways to be way more precise than that.

The Power of Contextual Targeting

This is where DOOH really shines. Instead of just picking a busy street corner, you can get much more specific. Imagine showing an ad for a coffee shop right when people are heading to work, or advertising a cold drink near a park on a hot day. It’s about matching your ad to the moment and the place. This kind of relevance makes your ad way more likely to grab someone’s attention because it feels like it’s meant for them right then and there.

• Time of Day: Show morning specials before 10 AM, and evening deals later on.
• Weather Conditions: Promote umbrellas when it’s raining or ice cream when it’s sunny.
• Location Specifics: Target ads for a gym near a health food store or a car repair shop near a busy highway.

Enhancing Campaigns with Mobile Retargeting

DOOH isn’t just a one-way street anymore. You can actually connect what people see on those big screens to their phones. If someone sees your ad on a digital billboard and has their location services on, you can then retarget them with ads on their mobile devices later. This creates a stronger connection and reminds them about your brand when they’re already thinking about it. It’s like giving your DOOH ad a digital echo.

Connecting DOOH with mobile means your message gets a second chance to land. It bridges the gap between seeing an ad in public and taking action later, on their own terms.

Leveraging Data for Continuous Improvement

The beauty of digital is that you can measure things and then adjust. With DOOH, you can look at metrics like how many people likely saw your ad (impressions) and how many remembered it (recall). You can also track if people visited your store or website after seeing the ad. By looking at this data, you can figure out which locations are working best, which creative is getting the most attention, and where to shift your budget for better results. It’s an ongoing process of learning and tweaking to make sure your money is working as hard as possible.

• Analyze Location Performance: Identify which screens or areas drive the most engagement or conversions.
• Test Creative Variations: See which messages or visuals perform better and update accordingly.
• Optimize Budget Allocation: Move spend towards the most effective placements and times.

Frequently Asked Questions

What exactly is Digital Out-Of-Home (DOOH) advertising?

Think of DOOH as ads you see on digital screens in public places. It’s like traditional billboards, but these screens can change their ads. You’ll find them in places like shopping malls, bus stops, airports, and even inside stores. The cool part is that these ads can be updated instantly and can even change based on things like the time of day or the weather.

How is DOOH different from regular billboards?

Regular billboards are static; they show the same ad all the time. DOOH ads are digital, meaning they can be updated with new messages, videos, or animations. This allows advertisers to be more creative and show different ads at different times, making them more relevant to people passing by. Plus, DOOH ads can’t be blocked like online ads!

Is DOOH advertising effective?

Yes, DOOH advertising is quite effective! Studies show that many people notice these ads, and they often remember them. People also tend to take action after seeing a DOOH ad, like searching for a brand online or visiting a store. Advertisers often get a good return on their investment, meaning they make back more money than they spend on the ads.

How do I choose the best places to show my DOOH ads?

You should pick locations where your target audience hangs out. For example, if you’re selling coffee, showing ads near busy train stations or bus stops in the morning makes sense. If you’re selling clothes, malls or shopping centers would be a better choice. It’s all about putting your ad where people are likely to see it and be interested.

What makes a good DOOH ad creative?

Since people only see DOOH ads for a short time, your message needs to be clear and quick. Use bold colors, short text, and strong images. It’s also great to include your brand’s logo clearly. Adding movement, like simple animations or videos, can grab attention, but make sure the main message is easy to understand even if someone only glances at it.

How can I tell if my DOOH ads are working?

You can measure success in a few ways. You can track how many times your ad was shown (impressions) and how many people might have seen it. You can also look for increases in website visits or searches for your brand after the ads run. Some advanced methods even use mobile data to see if people who saw the ad visited your store.