Out-of-home advertising has advanced in recent years, and is becoming an effective way to reach customers on a national scale. Billboards, subway posters, and other signs were originally the only options for out-of-home advertising, this technology reduced the possible outcomes and made it difficult to measure it reliability and accurately while targeting specific demographics.
In the past this may have worked for large clothing brands or massive fast-food chains, but it didn’t meet the demands of growing and incubated enterprises. Consumer companies have long needed a more effective instrument to promote their products, and OOH has finally provided just that. The transformation of OOH now enables companies to confidently analyze and allow businesses to make strategic decisions based of the information provided by the data.
OOH has gone digital, allowing brands to more precisely target customers with relevant messages and tracked outcomes and allowing for automatic triggers for advertisements. When integrated with other audience-based methods like social media, promotions, and any other audience-based channel, OOH effectively becomes a genuine omnichannel vehicle. Brands can utilize DOOH to successfully promote products even if they are not available everywhere.
Technology allows for fast adjustments based on different locales, DMAs, zip codes, or even audiences, to ensure that the overall messages are received locally. The planning process that used to take weeks may now be completed in minutes, with success tracked using indicators like attributable sales and foot traffic.
Target more precisely and react instantly
While OOH was originally only employed by large corporations, it has now become much more access to high-performing ad space, as well as flexibility and control. DOOH makes use of audience targeting to allow companies to reach people who have certain behaviors or habits. Traditional OOH is still highly popular, but there is a lot more flexibility in how traditional and DOOH places can be combined for optimum impact. Marketers can leverage programmatic buying to supplement existing DOOH programmers.
One of the best aspects of DOOH is how rapidly it can be implemented. A company may have thousands of zip codes in mind. Depending on the market, several versions of the campaign may be required to reach different DMAs with different messages. Brands can be more flexible and even react to changes in real time now, thanks to programmatic technology.
The year of out-of-home media is 2022.
Ongoing technological advancements are empowering brands to do more with their out-of-home campaigns. They can better target specific markets and more accurately measure the results to determine the campaign’s effectiveness.
Most significantly, DOOH has now become a cost-effective way to achieve a national scale while providing the flexibility to customize at the local level while also responding to last-minute changes.