Investing in quality creative often results in campaigns that drive recognition, build emotional connections, and create returns on investment (ROI).
A match made in advertising heaven
OOH media is known for pushing the boundaries of creativity with custom installations, memorable moments, and attention-grabbing campaigns. However, the reach and impact of traditional OOH ads can be stifled by the limited number of placements a media buying team can secure.
With hundreds of thousands of screens available globally, programmatic DOOH allows marketers to reach a wide audience with big, bold, and beautiful messaging, and engage consumers at multiple touchpoints throughout their daily lives.
If advertisers want to push the boundaries of creativity and experience unparalleled freedom of expression in their craft, DOOH should be front and centre in their media plans.
Unlocking DOOH’s true potential
As with any new technological advancement, a learning curve exists in DOOH, and it takes time to fully understand, retain, and apply new capabilities. Since some creative teams and buyers are not fully aware of all the medium’s unique characteristics, it is often forgotten or deprioritized during the planning stages of a campaign, forcing teams to retrofit existing creative for the specifications of DOOH screens. While this approach may work in some cases, marketers who do not plan around the unique features and benefits of DOOH will fail to fully activate a campaign’s true potential.
Leveraging audience data to achieve maximum impact
Every outstanding advertising campaign is built around the wants, needs, hopes, and dreams of a particular audience, and DOOH is no different. Marketers who want to build highly effective DOOH campaigns must incorporate creative elements that make the audience feel seen and encourage them to act.
In the digital advertising world, brands target audiences based on online behaviour—such as visiting a website, using a search engine, or adding an item to a digital shopping cart. DOOH allows marketers to seamlessly extend many of their existing digital targeting strategies into a physical ad medium, efficiently reaching their target consumers throughout their day.
Advertisers can build DOOH audiences based on behavioural patterns, as well as household, first-party, and third-party data.
As with any new technological advancement, a learning curve exists in DOOH, and it takes time to fully understand, retain, and apply new capabilities.
Using data-driven creatives to drive extreme relevancy
One of the biggest technological advancements the DOOH industry has seen in recent years is the ability for advertisers to integrate data into their creative and targeting tactics.
Weather triggers
Advertisers have been tapping into weather’s influence on consumer behaviour for years, and now they can use weather triggers to extend this paradigm into their campaigns. When weather triggers are activated within a geographic area, a programmatic DOOH platform can automatically display weather-specific creative, allowing advertisers to deliver highly relevant ads based on local weather conditions which are more likely to resonate with their target audience. These triggers include air quality and pollen count; precipitation; temperature; humidity; cold and flu, pest, and insect seasons; and more.
Dynamic creative
Dynamic creative uses data to change specific elements within an individual advertising asset, to create tailored experiences for desired audiences. It can automatically swap out creative elements such as product images, taglines, ad copy, and offers. This gives advertisers the ability to drive personalization at scale and create highly engaging experiences based on real-time data inputs, such as the location of a store nearest to the ad display, countdowns, sports information, and more.
