As digital out-of-home (DOOH) advertising continues to evolve and become more sophisticated, brands and advertisers can deliver more contextual, engaging, and personalized outdoor advertising content and experiences. In this second part of our series DOOH trending, we look at how location data can help brands more precisely target the right people and improve campaign ROI.

Experts predict that digital-out-of-home advertising will continue its rapid growth in 2019 — on pace to become a $26.2 billion dollar industry by 2023. This promising outlook is even more exciting when considering location intelligence, filling in the gaps that prevent brands from identifying meaningful results from their DOOH campaigns.

Unlocking the potential of digital out of home

In digital advertising, ad buyers target their consumers through using device IDs or cookies. But what’s possible through digital experiences, is not possible when extending the same logic into the physical world. There’s no ID or cookie to show how an onlooker engages with a billboard, or whether the ad in question actually influenced their behavior.

This is where mobile location data comes into play. Through these devices, advertisers can access a constant stream of information: billions of location-based data points driven by the real life activity of millions of people. With insights examined and summarized by specialized analytics software, brands can see and use this data within their targeting:

  • Time-based information such as “Daily commute” data for individuals and demographic groups
  • Geographic information such as specific neighborhood information, work locations and frequented businesses
  • Location based information such as dwell times for locations consumers pass (delivered through DOOH locations such as ISM screens)
  • Engagement based activities such as the amount of time consumers spend in close proximity to DOOH displays such as ISM screens)

Because the medium is in the real world and not online, context matters. Content performance remains important KPIs, but are more valuable when compared against dynamic ad messaging. This includes factors like weather or the time of day or week, showing insights around how consumers are engaging with and reacting to branded content, and allowing advertisers to optimize their campaigns in near real-time.

Making sense of digital out of home metrics

Based on data, advertisers are now able to create granular audience segments and cater their campaigns to this activity. For example, if commuters typically speed by an ad, advertisers know to focus less on words and more on visuals.

If advertisers can identify value-oriented audience segments based on where they live and shop, they can better focus on value messaging in future ads. If they identify “business travelers” based on where they work and how often they’re in the airport, they can serve messaging that caters to the interests and needs of that demographic.

The ROI of campaigns is often top of mind for marketers, measured by reach and incremental sales. If a coffee shop advertises a special on milkshakes during the hottest summer months, and they see a boost in visitors and milkshake sales in the store locations near the ads, the campaign is working.

Embracing a forward thinking approach to digital out of home

The increasing sophistication of location data technology is a boon for DOOH vendors. For an industry reliant on historical and field survey data, geo-based location information is a source of dynamism. Increasingly, today’s DOOH providers are integrating location technology into their platforms to reach and develop audiences that “fish where the fish are”, or introducing relevant content to people during the course of their daily activities.

Publicis Media, for example, partnered with geospatial technology company Vistar Media and identity resolution provider LiveRamp to help the clothing brand REI reach loyal customers and potential new audiences. REI was able to activate cross-channel DOOH and mobile media to reach their customer as well as attract new prospects in places where they were most likely to spend their time. The impact? Purchase intent rose by 7%, along with a 9% lift in consideration and a 14% increase in brand awareness. Moreover, REI’s retail outlets experienced a 3.6x rise in store traffic.

With the fast growth of location-based technology – and robust analytics capabilities to glean meaningful insights from all the data – DOOH advertising is getting smarter and more effective by the day, with brands increasingly participating into this form of advertising. Reach out to ISM Connect to learn more about how we can provide this kind of access to Minor League ballparks, NASCAR racetracks and other exciting areas.

Dan Virgillito is a content strategist with experience in event tech, mobile and native advertising industries. His work has appeared on Taboola.

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