1. Leverage data to reach your target audience.
The future of OOH is data-driven campaigns that deliver highly relevant content directly to target audiences. Accelerated digital transformation and technology advances in outdoor advertising, like online OOH buying platforms, mean advertisers can leverage robust, granular-level data to plan and execute high-performing campaigns.
From audience movement patterns and audience purchasing habits to market characteristics, historical ad-unit pricing and performance metrics, advertisers can access a data-fueled toolkit to determine where to advertise, in what format, and with the creative most likely to capture the attention of shoppers.
2. Become an expert in measuring and attributing your OOH campaigns.
OOH in the past was seen as a branding exercise, but today it’s a leading performance channel with data insights and measurement capabilities that rival what digital can offer. Today’s OOH advertisers can measure campaigns far beyond the demographic-specific awareness metrics of impressions, reach and frequency.
Advertisers can track and isolate at the unit level. Zeroing in on an OOH unit, advertisers can track exposures. Merged with conversion data (i.e., app events and in-store and online traffic and sales), advertisers can conduct attribution analysis and track real-time performance key performance indicators to see what units are performing best.
3. Embrace dynamic creative to optimize digital advertising content.
OOH is on an upward trajectory with no signs of slowing. Expected to hit over $40.6 billion globally in 2022, OOH is on track to top some $40.42 billion in 2026. Powering this acceleration is digital-out-of-home (DOOH) advertising, projected to reach $33 billion by 2027 on its own. At the center of its rise are dynamic ads — ultra-responsive, content-based ads that target audiences in the real world with engaging, personalized and contextual content.
By partnering with an online OOH buying platform, advertisers can use first-party data to optimize their content based on dynamic triggers, such as the weather, dayparting and point of interest. This is especially relevant for retailers that can update creative to highlight specific types of merchandise, such as rain jackets and umbrellas when it’s overcast or sunglasses and hats when it’s sunny.
4. Optimize ads and engage consumers with QR codes to drive action.
In fact, a recent Statista study found that 59 percent of respondents believed QR codes would be a permanent element of device usage in the future.
Even more revealing, 45 percent of responding shoppers said they recently used a marketing related QR code. QR code usage was highest among respondents ages 18 to 29. By incorporating QR codes into OOH creative, such as transit ads or wallscapes, advertisers can launch action-driven campaigns that engage shoppers in real time, driving them to visit storefronts, download apps, interact on social media, and shop online promotions.
5. Amplify your entire media mix by embracing OOH in your strategy.
Advertising requires thinking outside the box and deploying messages across multiple platforms. Therefore, it’s important to consider the boost OOH brings to a brand’s entire media mix — especially during a shopping peak like the back-to-school season. If advertisers aren’t including OOH in their campaign strategy, they're missing out on the amplifying effect it has on their other digital and traditional marketing channels.
More than two-thirds of Gen Z and millennial consumers recalled seeing OOH advertising on social media. Even more telling, 91 percent of Gen Z and 82 percent of millennial respondents say they would reshare OOH ads on social media.
Source : www.mytotalretail.com
