Are you looking for new ways to get your brand in front of your target audience more reliably, more impactfully, and more often? If so, you need to learn everything you can about digital out of home advertising (DOOH) and the fantastic benefits you can deliver for your brand with a powerful, modern and easy-to-use digital outdoor advertising platform.
The Growth of Digital Outdoor Advertising
A new 2022 report from GroupM, Xaxis, and Kinetic, entitled The DOOH Difference, reveals that marketers will continue to increase their investments in digital out of home over the next five years, exceeding the growth rates of overall advertising investment each year, and by 2x over the next three years.
(Image source: xasis.com)
Commenting on the findings, Kate Scott-Dawkins, Global Director, Business Intelligence at GroupM, said: “Our projections show steady growth in DOOH investments over the next five years, which is attributable mainly to the increasing availability of new inventory and the growing flexibility of the medium. As those trends progress, out-of-home marketing is becoming more accessible for more marketers while also enabling greater control over the scale and strategy of OOH media investments.”
One of the most important findings of the study was that out of home digital advertising campaigns are powerful drivers of direct action by consumers. In fact, half of respondents who had seen DOOH ads said they encouraged them to make a purchase “there and then”, and two-thirds reported that DOOH ads had caused them to search for more information online.
Additionally, those who saw DOOH ads in the last month were most likely to say DOOH was the most innovative advertising format (28%) compared to others like TV, social media or radio. This combination of innovation and responsiveness makes DOOH both memorable and highly engaging for target audiences.
The findings also suggest that DOOH advertising has become an established, welcome element of the consumer experience, as two-thirds of those seeing DOOH ads agreed that they had “become part of the location” in their locality, while 63% said that DOOH made their journeys out of the house “more interesting”.
Other findings include more than three-quarters (77%) of those seeing DOOH ads believing they were “quite” or “very informative”, and 50% that they connect them with their favorite social media channels. Where other channels may be seen as interruptive or irrelevant, DOOH advertisements are commonly viewed as a positive experience and genuinely informative for many audiences.
(Image source: xasis.com)
As Akam Davies, Global Practice Leader for Digital OOH at Xaxis puts it, “Receptiveness to DOOH ads is clearly strong among consumers everywhere, as seen through their positive attitude towards its quality and innovation. As a non-interruptive channel, the survey findings seem to endorse our view that DOOH offers advertisers a unique opportunity to engage their audiences with high impact but highly relevant messages in spaces where those messages are welcomed by consumers.”
Ready to reap the benefits yourself? Read on to discover how DOOH can deliver powerful, hyper-targeted messages to your customers, in the right place and at the right time to maximize engagement with your brand.
How to Use an Outdoor Advertising Platform to Reap All the Benefits of DOOH
An important finding from The DOOH Difference report is that the main reasons for marketers increasing their DOOH budgets are improved abilities to integrate, measure and control DOOH campaigns, especially through programmatic platforms. They also say that the significant investment they plan to put into DOOH is driven by programmatic enablement, the ability to target key audiences, and the newly enhanced capabilities of DOOH screens. These include location targeting, the ability to dynamically adjust creative in close to real time and the capacity to allow consumers to interact with DOOH ads via handheld devices – such as by scanning QR codes with their smartphones.
This is all made possible by utilizing an advanced programmatic DOOH (pDOOH) demand side platform (DSP).
Here are three ways you can use an outdoor advertising platform like The Neuron to capitalize on the highly engaging and positively memorable nature of DOOH advertising.
Launch Your Campaigns Quickly and Easily
In the past, in order to launch a DOOH campaign it was necessary for brands and marketers to call or email an intermediary advertising agency who would then get in contact with DOOH media owners and between them all, they would try to manually select screens and schedules for campaigns before negotiating on pricing.
Programmatic outdoor advertising platforms eliminate the hassle and guesswork of setting up and executing campaigns, making the traditional process obsolete. Now, an advertiser simply logs onto a pDOOH platform like The Neuron and, with just a few simple clicks, can set all relevant campaign details including screen location, target audience, schedule, campaign duration and budget.
The platform then takes care of the rest, drastically reducing the time required to setup and eliminating the uncertainty of buying outdoor advertising with clear and precise targeting and conditions.
Real-Time Bidding
Outdoor advertising platforms like The Neuron provide you with instant information about the real-time availability of premium DOOH inventory, including digital billboards, mobile billboards, place-based media and digital signage on street furniture.
Then, once you’ve decided who you want to reach with your ads, where you want to reach them, at what time of day/day of week and how much you’re willing to spend, the platform does all the hard work of automatically bidding on screens for the best slot that meets your parameters and budget.
Live Data Feeds Let You Optimize Quickly and Respond to Real-World Events
Live campaign performance analytics allow you to see what is – and what isn’t – working in real time so you can tweak and optimize your campaigns in real-time, for better impact and improved ROI.
In addition, advanced outdoor advertising platforms give you the ability to respond quickly to external factors such as breaking news, traffic data, sports events and weather forecasts, so you can immediately adjust your creative to increase real-time relevancy and maximize engagement.
Find the Right Outdoor Advertising Platform for You – Try The Neuron Today
A great outdoor advertising platform should provide you with a simple to use interface, single click processes, real-time bidding and real-time analytics for full control and immediate campaign optimization.
This is what The Neuron provides and much more besides, making it easier than ever for brands to take advantage of all the fantastic benefits of digital out of home advertising without delay.
