Optimized DOOH campaigns guarantee real return for customers
Optimizing your campaign allows you to increase the number of sites your audience will be exposed to, reducing waste by preventing ads from appearing in places and at times that are not relevant to your audience.
Loop buying has its place; Optimized campaigns are a high-value alternative, especially for advertisers who want to maximize their DOOH spend.
Work with your clients to understand what they want to achieve. Are they looking for high frequency and wide awareness? Or maybe they want to target a specific audience and need their ad to show at a time when that shopper is on the go, in which case optimizing their campaign would provide them with great value.
Choosing the right location to display unique and location-relevant content allows you to deliver meaningful ads to potential customers entering that area. This could take into account:
- points of interest (malls or airports)
- proximity to the store location, and
- audience category (demographic information or behavioral patterns).
For example, let’s say we want to target caregivers. We can optimize campaigns on sites near schools so that they are more visible to parents.
Displaying a brand message at the right time allows you to target specific audiences more effectively.
If we have decided to target parents, we will broadcast our campaign on all sites close to schools. Next, we further optimize to only show flight announcements at school drop-off and pick-up times, refining our deployment.
It is a step beyond place and time and involves providing contextually relevant content.
The new technology allows announcements to be made when a specific weather pattern is displayed. Triggers can also be created around sports and news events, traffic patterns, financial marketing or stock market data, etc.
We target caregivers at locations close to schools, running our ads at specific drop-off and collection times. We can now optimize even more, using contextually relevant triggers. If we’re a children’s ice cream brand, we may choose to run our ads only when it’s hot, which helps increase resonance among our target buyers.
With the DOOH landscape becoming increasingly saturated, especially in metros, marketers need to think differently about how they buy media. It’s great that OOH can now determine audience movements throughout the day, delivering contextually relevant messages based on that information.
For example, if we are targeting those who are primarily responsible for household purchases via DOOH, there is no point running a roadside advertisement late at night when they are likely to be home with their families and wasting these expenses.
We want customers to know they now have options and flexibility. Especially if they want to stretch their budgets, optimizing campaigns will give them more impact on their spend.
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