Methods for Improving the Effectiveness of Outdoor Advertising

Outdoor advertising is one of the most effective marketing methods to reach mass audiences. It is a form of marketing that uses physical outdoor space to promote products, services, or brand awareness. Billboards, bus shelters, and building wraps are all examples of outdoor advertising. Moreover, it can also be customized to target specific demographics.

However, it can be hard to measure the effectiveness of your campaigns. When you’re trying to decide the type of advertisements or where to put them, you need some idea of how effective they will be before spending your marketing budget. That’s where the role of analytics using programmatic Digital OOH comes into the picture.

According to a 2021 study by MicroStrategy, 60 percent of companies worldwide are using data to boost process and cost efficiency, 57 percent to drive strategy & change, and 52 percent to monitor and improve financial performance. The research also shows that, over the next three years, 71 percent of global enterprises predict their investments in analytics will accelerate further. Another study by BARC further pointed out that by using analytics, various global businesses were able to increase their revenue by an average of 8 percent and reduce their costs by 10 percent.

There are several methods to enhance OOH advertisement’s efficiency, such as selecting the right location, adding strong visual elements to portray your message, encouraging audience interaction, and programmatic DOOH. Now, let’s dive deeper into these methods, one by one.

1. OOH & Audience interaction

Out-of-home advertising is a great way to reach your target audience, but incorporating interactive elements can make it even more effective. This will not only capture attention but also encourage engagement and even brand loyalty. There are many ways to make your OOH ad interactive. You could include a QR code that leads to a landing page with more information about your product or service. You could also include a form that people can fill out to enter a contest or sweepstakes. Or you could simply ask people to take a selfie with your ad and post it on social media using a specific hashtag. This helps to generate trends on social media and provides user-generated content (UGC) for your social media profiles. Yet another way to do this is to use digital displays that allow audiences to interact with your content in real-time using touchscreens or even gamification.

By making it easy for people to engage with your OOH advertising, you’ll be more likely to capture their attention and get them interested in what you have to say.

2. Use Proximity-Based Media to Encourage Passing Trade

If your business is reliant on passing trade-outdoor advertising is a great option. For example, if you’re running a brick-and-mortar store, you could use proximity-based media to target ads to people who are near your store and place your outdoor ads subtly to attract them inside your outlet. One simple way is to use quirky taglines with direction arrows to attract the attention of people passing by. This technique was successfully used by McDonald’s in its Golden Arches campaign.

Proximity-based media is a great way to reach potential customers who are already in the vicinity of your business. And since people are more likely to act when they’re close to your business, this type of advertising can be an effective way to encourage passing trade.

3. Take a Data-Driven Approach to Outdoor Advertising Using pDOOH.

Digital out-of-home (DOOH) advertising is another effective form of advertising, but only when done right. To maximize your investment and see real results, you need to take a data-driven approach using programmatic DOOH.

With programmatic DOOH, you can target your ads to specific audiences based on real-time data. This ensures that your message is always relevant and reaches the people who are most likely to convert.

It’s also important to consider the location of your DOOH ads. Studies have shown that people are more likely to notice and remember advertisements that are placed in high-traffic areas.

How do you know if your DOOH campaigns are effective?

The answer lies in data. Here are a few key metrics to keep an eye on:

1. Reach: One of the benefits of DOOH advertising is that it offers the ability to target specific audiences. This means you can now measure how many people see your outdoor ad (reach). If you do not see the reach numbers you want, consider adjusting your targeting parameters.

2. Engagement rate: Measuring engagement rate will give you insights into how well your ad performs with its target audience. Are people stopping to look at your ad? Are they interacting with it in some way? The higher your engagement rate, the more effective your DOOH campaign will likely be.

Time to find an effective pDOOH platform

As the popularity of digital out-of-home (DOOH) advertising continues to grow, brands and advertisers need to find an effective platform that can help them reach their target audience. There are many factors to consider when choosing a DOOH platform, including cost, targeting capabilities, and creative potential.

Cost is always an important consideration when choosing any type of advertising platform. DOOH platforms can vary widely in price, so it’s important to compare options and find one that fits within your budget. Targeting capabilities are also crucial when choosing a DOOH platform. Make sure the platform you choose can target your desired audience based on factors like location, demographics, and interests.

Finally, don’t forget to consider the creative potential of the DOOH platform you choose. The best platforms will offer ample opportunities for creativity, allowing you to create eye-catching and memorable ads to reach your target audience. Also, ensure that you get real-time information, such as overall impressions, eCPM, specific screen performance, and planned/spent budget data on your dashboard. This makes it much easier to identify important issues and optimize your campaign, resulting in increased overall efficacy.

Bubblelit is a B2B Out of Home Media Marketplace powered by SaaS. Advertisers can use our platform to plan, book, play, and analyze out-of-home (OOH) campaigns from anywhere in the world. To know more about us, let’s get in touch.

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