DOOH Marketing: Setting the Goals, Understanding the Results

It seems Google is putting efforts towards limiting the effectiveness of popular ad-blocking extensions in Chrome. Consumer advocates, as well as ad blocker developers, are not buying Google’s “improving performance and security” defense and it seems like Chrome is going to take a huge hit and lose tons of users. Anyway, we are here to help, so here’s some advice: avoid being dragged through ad-blocking drama and get your message across with DOOH. With a little help from digital out-of-home, you’ll be able to engage customers, increase foot traffic and drastically boost sales without getting under people’s skin. And introducing augmented reality, interactivity, personalization with a bit of creativity will lead to your customers happily engaging with your brand and even willfully advertising your products or services. Now, let see how you can set the stage for all of the above.

Start with a smart approach to setting goals

Any DOOH marketing campaign (or any other campaign for that matter) is all about goals. Goals are our only way of confirming that the work was worthwhile. Think of it like cooking a dish. Before you can sit down and enjoy your meal, there is a recipe to be read, ingredients to be bought, Trader Joe’s to be visited. Whatever it is you are trying to achieve – concentrate exactly on your goals. For example, professionally ran DOOH campaign can grow brand awareness, reach a new audience, increase sales, boost app downloads, drive foot traffic,  get more followers on your social media, boost website engagement, and much more. Approach your goals individually and don’t try to achieve all in one go; digital out-of-house is perfect for changing your advertising as often as you need allowing you to test out the perfect approach for every set goal.

Understand how you can bring your goals to life

Though goals, approach, and execution of great DOOH campaigns often differ, there are a few staples that always seem to be present: creative concept, great storytelling, beautiful digital signage, on-point media buying, newest technology use and integration of DS software with another tech for precise targeting, data gathering, information distribution, analysis, results in assessment, etc. Leaving the creativity and storytelling completely up to you, let’s discuss the importance of the rest to for reaching those set goals.

Digital signage software

Finding the best digital signage software for your business should be at the top of everyone’s list. With DOOH it is important that you can run, change or edit your ad campaign from anywhere: your office computer, laptop or with a smartphone app. You should be able to display all file formats, manage multiple screens and have the ability to grow your network. Great soft means you can easily create beautiful engaging signage. Professional signage is the one that is easy to set up, intuitive and won’t require any previous training. You should be able to easily integrate your DOOH DS with other soft as it is important for providing the best in-store customer service, personalization, new tech integration (web or mobile) or data analysis. In 2019 killer visuals are a non-negotiable for DS soft. Templates and designs have to be professionally made with a precise understanding of what attracts and sells. Colors, fonts, viewing distance, understanding the visibility of the final product – it all takes effort, and your DS soft provider should be the taking it. We cannot offer you advice on the company, because we have no idea what your objectives are for DS soft are, but, we can recommend you the one that hit all of the above for us: https://kitcast.tv/.

The Programmatic media buying

Programmatic is a way of automated purchases. The process that completely cuts out the middle man and offers companies to take back their time, money, and ultimately – control over their advertising. The fuss around Programmatic DOOH is all about achieving precise targeting, having the ability to reach and engage a specific audience. Thus the name – programmatic, meaning utilizing metadata based on a wide variety of different specifics (geolocation, searches, interests, demographics, behavior patterns, etc.) to target the audience. Programmatic makes setting goals and understanding the results of DOOH campaigns that much easier. Additionally, programmatic is highly beneficial to the viewer as the chance of them seeing the desired information grows exponentially.

Newest technology & integration with tech 

There’s no good reason not to integrate your DOOH with tech. Always try to think bigger and better, you’ll see that there is always something new on the market that you can use to your advantage. Today’s technology will allow you to use DOOH, beacon and mobile integration to drive traffic to your brick-and-mortar store or website shop, it is a way to boost app download, inform and increase sales. You can use new highly popular way of advertising based on local weather conditions, use ads with content that reacts to commuter traffic. We now have seen campaigns that use DOOH with sensors to detect wind, movement, have sensors to detect light; there was even campaign that was designed to react to cigarette smoke to advertise nicotine patches. 

Additional attention should be played to the tech in high demand among customers. For example, today’s statistics for the AR in the US are as follows: 70% of consumers believe AR can bring them benefits, nearly half of Americans are using augmented reality without realizing it and by 2020 the AR users count will reach a cool billion. This kind of stats should immediately get you on board with AR.

Understanding the Results

There are a number of ways to track DOOH results. Nowadays more than a few companies like StoreStream Metrics or Accretive Media are offering software that can measure the effectiveness of digital out-of-home campaigns. Such software makes it possible to track traffic, dwell times, website visits, impressions, etc. There are claims from those companies being made that programmatic DOOH gave them the ability to issue results assessment that’ll show whether a consumer who was exposed to a DOOH ad went to the brand’s website, has shopped in their brick-and-mortar store or made an online purchase.