OOH to amplify campaigns
Programmatic digital-out-of-home (DOOH) uses data triggers to deliver more relevant campaigns outside the home.
Today, there are multiple omnichannel campaigns, which involve many different channels and unique copy, imagery, or interactive capability tailored to the specific strengths of each advertising medium. OOH is being increasingly used in such campaigns due to greater access to programmatic OOH, as well as out-of-the-box application program interfaces (APIs) and data feeds that enable creatives to build complex campaigns more easily.
According to research by Nielsen, an American information, data, and measurement firm, OOH is particularly effective as an amplifier of ad campaigns delivered to mobile devices (perhaps, because these devices, too, venture out of the home). A media brand, for instance, combined DOOH and mobile ads to reach music festival-goers across the country. These advertisements were geo-targeted toward individuals who entered the range of these concerts. Meanwhile, digital advertising was strategically displayed at train stations across the country, appearing only on days when a festival was happening and only in the afternoons and evenings when festival-goers would be heading toward or leaving from the event. Over the course of the summer, the brand was able to reach more than 500,000 target members through this campaign, drawing nearly half of its audience from the DOOH side.
An increasing number of brands are moving toward OOH advertising to harness the full potential of this medium and connect with their audiences, but this alone is not the only force that is driving a growing interest among users. The availability of OOH inventory inside of the digital signal processors (DSPs) that media buyers already use for their other programmatic transactions is likely to continue to propel omnichannel advertising with OOH to even greater heights. The easier it is for digital marketing
pros to buy OOH, the more they will buy it.
With some of the largest changes in the OOH space driven by new technology, like programmatic transactions and dynamic and interactive capabilities, the space is growing to be the playground for visionaries who are willing to experiment on the technical side of their OOH networks. A rapid influx of new blood into the industry, too, is sure to drive many creative campaigns and growth in the coming years.
Liseanne Gillham is vice-president of marketing at Broadsign, a Montreal-based provider of out-of-home (OOH) marketing technology. She oversees the company’s global marketing functions, helping to educate both media owners and digital buyers on the benefits of static, digital, and programmatic OOH. Gillham has held senior marketing leadership roles for high-growth technology companies in the retail, advertising, and creative industries; consulted many tech startups; and overseen communications for several high-profile venture capital funding rounds. She can be reached at liseanne.gillham@broadsign.com.
