Like other digital levers, the digital out of home (DOOH) market has not escaped the trend of automation and the development of its programmatic marketing.
For media agencies and advertisers, the advantages are numerous: greater flexibility in activation, strategic targeting of audiences, almost limitless creativity… a non-exhaustive list that helps explain the recent interest for this buying model. Indeed, investments in the programmatic DOOH space are accelerating at an incredible speed; according to the latest eMarketer report, in Germany, this buying method will represent 50% of all DOOH spend within the next two years. In the UK, it is estimated that the programmatic DOOH market will already be close to £80M by next year. Finally, in the US, this year programmatic DOOH spend is expected to double what it was in 2020.
Working alongside programmatic DOOH, mobile advertising only strengthens the opportunities for advertisers, setting up the foundations for highly effective omnichannel activations, while at the same time enabling measurement of impact that have previously been unfeasible.
Quantify your DOOH coverage more easily
Based on traditional metrics, such as the number of ad impressions delivered, the mobile device allows DOOH to push its boundaries and renew its value proposition.
Indeed, thanks to new technologies and geolocation data, it is now possible to estimate the number of users who have been exposed to a digital billboard, whether it is in an indoor or an outdoor environment.
To accomplish this, it is necessary to combine precise geolocation data, of the DOOH panels being activated as part of the marketing campaign, with a technology for capturing the mobile advertising identifiers of users who are likely to have been exposed to the advertising.
Ultimately, this method makes it possible to estimate the amount of users who have been exposed to a DOOH advert, and thus to measure the contribution the DOOH activation makes to the total coverage of a campaign.
Optimise the cross-device orchestration and communication
Identifying exposed audiences is the very first step in the omnichannel extension of a DOOH campaign. In this case, it is a matter of obtaining a 360° vision of the audience pool in order to be able to associate each user with the different devices they own (computer, smartphone, tablet, connected TV, etc.).
Once this cross-device vision is reached, it is possible to consider complementary omnichannel activations, resulting in two major benefits.
Firstly, the control of frequency capping across all reached devices.
Indeed, once all the devices are combined, it becomes much easier to control advertising exposure and the repetition rate per user. This process makes it possible to extend the coverage of the target audience and thus succeed in addressing a larger, more relevant audience.
Also, cross-device campaigns are the gateway to the implementation of a previously unimaginable advertising scenario; advertisers can address their core target audiences across the entire customer journey, strategically activating the most impactful media, at the most impactful times, in order to deliver all campaign objectives
Measure your advertising impact even more effectively
The collection of advertising identifiers also plays an important role at the end of the campaign, particularly when it comes to effective measurement. Indeed, identifying the exposed audiences allows the inclusion of a digital questionnaire, surveying these same individuals and with that obtaining advertising effectiveness indicators. These indicators, after activation, can help answer several questions, such as the impact on brand awareness, brand consideration and consumer purchase intention.
In addition, and in order to get as close as possible to the last stage of the customer journey, geolocation data from the exposed group can also be used to measure visits made directly to the point of sale. Taking this a step further, it is possible to gain a better understanding of how effective the campaign has been at driving additional visits, by measuring a visitation uplift. The process, similar to that of the questionnaires, compares a sample of exposed profiles with a sample of profiles not exposed to the campaign (carefully structuring the two groups of audiences according to the same sociodemographic characteristics). Once completed, a positive or negative uplift rate emerges, allowing a precise assessment of the Drive-to-Store performance of DOOH activations.
Additional mobile advertising, mainly through the geolocation data available, makes it possible to strengthen DOOH activations further and to open up new opportunities for advertisers, while at the same time providing the effectiveness measurements that have now become indispensable.