Did you know that data-driven DOOH advertising can increase your sales by 93%? That’s what a Nielsen study found when it analyzed the impact of digital billboards on consumer behavior. Data is the key to creating personalized and relevant DOOH ads that reach and engage your target audience. Data enables you to optimize and measure your DOOH campaigns, as well as leverage the latest OOH trends and innovations, such as programmatic, dynamic, and environmental solutions.
In this article, we will show you how to use data for DOOH advertising success. We will also discuss the challenges and opportunities of using data in this dynamic and growing medium. Continue reading to learn how to boost your OOH advertising with data.
OOH advertising success requires knowledge of your target market, advertising mediums, and consumer habits. Data can help you identify the best campaign channel. With the data analysis, marketers can foresee if billboards, DOOH, or wild posting may or may not work.
With data and the right tools, you can customize your outdoor advertising strategies, use your resources better, and get better results. For instance, Heathrow Express used real-time data to show ads with cost and time comparisons to their target audience, as well as the environmental impact of each mode of transport.
This enabled the campaign to target, adapt, engage, and measure its customers more effectively. As a result, the campaign boosted passenger journeys by 9%, revenue by 7%, and market share by 2% for Heathrow Express in 2018-19, compared to the previous year. The campaign also increased customer satisfaction by 4% and awareness by 6%.
Location data has many advantages for advertisers. It can provide real-time data on pedestrian traffic, dwell time, commuter routes, and more. Advertisers can plan campaigns based on the interests and behaviors of their target audiences to increase engagement and save money.
In addition, location data can guide companies toward more ethical Out-of-Home advertising decisions. They can boost their ROI, sustainability, and other advantages. CitiesAI provides advertisers with DOOH campaign insights using billboard location and creative data. This approach increased the ROI of DOOH campaigns by up to 30%. To assist advertisers in understanding the audience profile, footfall patterns, and dwell times of various locations, the company also used mobility data and demographic data.
Likewise Pimms used footfall data from pubs to power digital billboards telling passersby how busy they were. The campaign aimed to encourage people to visit pubs during the summer and enjoy a drink. It resulted in a 9% increase in sales volume and a 24% increase in brand awareness.
A conscious understanding of your target audience and how they react to OOH techniques like billboards or digital screens is necessary for the success of OOH advertising campaigns. Moreover, audience segmentation is a vital component of data-driven OOH advertising. By using demographic, behavioral, and location data, advertisers can customize their campaigns and reach a specific audience. This can increase engagement and conversion and solve some OOH challenges. Data can help you avoid mass advertising and deliver personalized content.
McDonald’s, for instance, used a geo-targeting solution to identify four key audience groups for its McDelivery campaign. This led to a 63% increase in in-store visits and a 67% lift across New York, Los Angeles, Chicago, and Dallas.
Contextual advertising means placing ads in media relevant to the user’s activities and location. OOH and DOOH can do this by placing ads in consumer-relevant settings.
Contextual targeting can help you evaluate advertising scenarios. Elements like weather, time, traffic, location, and others can create relevant campaigns for consumers. This can increase interest, awareness, and results for your campaigns.
Spotify created a DOOH campaign using contextual targeting, real-time data, and dynamic creatives to display playlists based on each city's weather and mood. Rapport found that contextual DOOH messages increased overall effectiveness by 49%, action, sales, consideration, and awareness by 30%, and behavioral change by 44%.
Contextual targeting was also the dominant form of online ad targeting within a year. It is ID-free, privacy-compliant, and contextual. DOOH is the perfect channel for it.
Marketers can sync OOH, social media, and digital campaigns using data analysis. This way, customers can have a consistent and unified experience with the brand no matter where they see the ads. Cross-channel integration increases brand awareness and customer loyalty. It can also improve the customer experience and satisfaction. Furthermore, data analysis enables advertisers to effectively retarget customers, increasing conversions and sales.
Data analysis also benefits marketers who use ad management software for OOH campaigns. They can use insights to simplify campaign management, optimize placements, and inform future activities.
Coca-Cola used data analysis to create a cross-channel DOOH campaign inviting customers to share their holiday wishes on digital screens, mobile devices, and social media. The campaign displayed over 100,000 wishes on DOOH screens, the website, and social media, and it reached over 10 million people, with 1.5 million engagements. Coca Cola connected with customers and fostered a sense of community, increasing brand awareness, brand love, and purchase intent.
OOH and DOOH innovations can be optimized with data for better campaigns and ROI. Data can provide real-time impressions for digital billboards and other formats, as well as more demographic insights. Based on location and behavior, these insights can influence target audiences and campaign creativity in the future.
Like digital and social media campaigns, OOH campaigns can also be evaluated for effectiveness using data. Understanding the best strategies can improve marketing performance, customer experience, and audience profiles.
For example, Hivestack used data to optimize a DOOH campaign for a leading automotive brand, increasing footfall traffic by 28% and reducing the cost per visit by 72%. The campaign targeted audiences based on their movement patterns and measured results in real time using geolocation data.
One of the most important challenges for advertisers is ensuring data privacy. Data can enhance OOH campaigns, but marketers must use it ethically, sensibly, and legally. Data-informed OOH campaigns can maintain customer trust and privacy with strict data practices.
In the EU and the US, data privacy regulations such as GDPR and CCPA set high standards for collecting, storing, processing, and disclosing customer information. DOOH devices can collect more user data, such as location and demographics, but user consent requirements vary by country. Advertisers using data for OOH should be aware of the legal and ethical implications.
Data can assist advertisers in working smarter rather than harder. By utilizing the appropriate data, advertisers are able to develop more effective campaigns that provide a higher ROI and a more satisfying experience for their customers. With the continuous advancement of technology, we can expect more innovations that will improve how we use OOH to connect with our audience.
