The world of education has seen many changes in the last few years, with digital technology revolutionizing the way students learn and teachers teach. With the rise of online education, educational institutions are now competing in a global marketplace, and marketing has become more important than ever before.
One of the most effective marketing strategies that educational institutions can use is Digital Out-of-Home (DOOH) advertising.
DOOH advertising involves using digital displays to deliver targeted, dynamic content in a public space. This can be anything from a digital billboard to a digital screen in a shopping mall or airport.
DOOH is becoming increasingly popular as a marketing tool, with spending on DOOH advertising expected to exceed $15 billion in 2023, according to Statista sources. Programmatic DOOH (pDOOH) is also forecasted to grow four-fold in the next four years and is a potential segment for your advertising strategy.
(Source: Statista, June 2022)
There are many benefits to using pDOOH in education marketing.
Firstly, pDOOH advertising is highly engaging and can grab the attention of passers-by in a way that traditional out of home advertising methods cannot. Digital displays can show dynamic content such as animations, videos, and interactive elements, which can be used to showcase the unique features and benefits of an educational institution.
(Image source: behance.net)
Secondly, pDOOH advertising is highly targeted. Advertisers can use data and analytics to understand the demographics and interests of the people in a particular location, and then create advertising content that is tailored to those individuals. This means that educational institutions can target potential students with messages that are relevant and meaningful to them.
Thirdly, pDOOH advertising is highly measurable. Advertisers can track and measure the effectiveness of their campaigns in real-time, and make adjustments as necessary. This means that educational institutions can see which messages are resonating with their target audience and adjust their marketing strategies accordingly.
Here are five ways in which educational institutions can use pDOOH to revolutionize their marketing:
1. Showcasing student life
One of the most effective ways to use DOOH advertising in education marketing is to showcase student life. Educational institutions can create dynamic content that shows what life is like on campus, including footage of classrooms, dorms, and campus events. This can be a powerful way to attract prospective students and show them what makes an institution unique.
For example, a university might create a series of dynamic ads that show footage of students studying, playing sports, and participating in campus events. These ads could be targeted to specific locations, such as shopping malls or sports stadiums, where prospective students are likely to be.
(Image source: jagwire.augusta.edu)
2. Promoting specific programs
Another effective way to use DOOH advertising in education marketing is to promote specific programs. Educational institutions can create dynamic ads that highlight the benefits of a particular program, such as the types of jobs that graduates can get or the skills they will learn. This can be a powerful way to attract students who are interested in a particular field.
For example, a college might create a series of ads that highlight its computer science program. These ads could include footage of students working on projects, interviews with faculty members, and statistics on the job placement rates of graduates. The ads could be targeted to specific locations, such as tech conferences or co-working spaces, where prospective students are likely to be.
3. Targeting parents and guardians
DOOH advertising can also be an effective way to target parents and guardians of prospective students. Educational institutions can create ads that highlight the benefits of their institution, such as the quality of the faculty, the safety of the campus, and the academic programs offered. These ads can be targeted to locations where parents and guardians are likely to be, such as shopping malls or family-friendly events.
For example, a private high school might create a series of ads that highlight its rigorous academic program and the success of its graduates. These ads could be targeted to parents and guardians who are likely to be interested in sending their children to a private school.
4. Event promotion
Promoting educational events such as open houses, information sessions, and campus tours is an effective way to target prospective students and parents where they are likely to be, such as shopping malls or near public transportation hubs.
For example, a community college might create a series of ads that highlight an upcoming open house event. These ads could include footage of students talking about their experience at the college, interviews with faculty members, and information about the programs offered. The ads could be targeted to locations where high school students and their parents are likely to be, such as shopping malls or near high schools.
(Image source: linkedin.com)
This is a powerful pDOOH advertising technique that allows educational institutions to target specific areas, such as neighborhoods or zip codes that involves setting up a virtual boundary around a particular area, and then deliver advertising content to people who enter that area.
It can be a highly effective way to reach potential students who live in a particular area.
For example, a vocational school might create a series of ads that highlight its job training programs. These ads could be geofenced around low-income neighborhoods where people are likely to be looking for job training and career advancement opportunities.
(Image source: pinterest.com)
Simply put, DOOH advertising is a powerful tool that can help educational institutions to revolutionize their marketing efforts.
By using techniques such as showcasing student life, promoting specific programs, targeting parents and guardians, promoting events, geofencing, using interactive displays, and combining with other digital advertising channels such as social media, educational institutions can create highly effective marketing campaigns that reach their target audience and achieve their marketing goals.
Using DOOH to promote the success stories of former students, highlighting their achievements and showcasing the benefits of the institution’s educational programs, featuring alumni success stories, educational institutions can build a sense of pride and connection with their alumni, as well as demonstrate the value of their programs to prospective students.
Additionally, encouraging prospective students and their families to follow them on platforms such as Facebook, Instagram, and Twitter can help to build a sense of community and engagement with the institution, as well as provide a way for the institution to connect with its audience on an ongoing basis.
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