While DOOH is still in its nascent stages in India, it has been growing steadily in India for the past few years. It offers many advantages to marketers and brands over traditional OOH advertising.
However, it is programmatic advertising gives wings to your DOOH ad campaigns. Marketers can club the many advantages of programmatic advertising with their DOOH campaigns to drive better response and increased Ad ROI. Some of the benefits programmatic advertising offers are;
- Laser-focussed targeting increases the chances of conversion.
- Contextual ad display helps in increasing brand engagements.
- Better transparency in media buying leads to reduced ad spends.
Being direct and fast with its delivery, pDOOH helps brands get across their relevant messaging to their target audiences. Let’s look at how pDOOH can help brands with increased engagements.
Visibility and Recall
Being essentially OOH, DOOH is better immuned to ad-blockers compared to online ads of today. The potholes encountered by online marketing and advertising simply does not exist in the out-of-home dimension. This helps brands maximise their reach and even help them retarget their audience with more precision, all without the risks of digital advertising.
Location-based Targeting through Geofencing Capabilities
According to the 2020 Neilson report on DOOH, 60% of the DOOH ad viewers visited the store nearby after interacting with the ad. Location-based campaigns drive actions just like conceptualised or topical campaigns. This works especially well to increase customer footfall. Audience profiling and geolocation aid greatly in targeting the correct audience in the right place and at the right time. Marketers can leverage on pDOOH ads by fixing them near POI (Point of Interests) for increased visits to a store.
pDOOH Offers Creative Flexibility
Let’s face it; regular OOH ads can get boring and obsolete very quickly. Imagine you are walking in a mall and you have been exposed to an ad about a sandwich. You decide to consider visiting the store nearby after shopping. Once you are done, you see the same ad. While this may remind you of the sandwich, it can also put you off. What if the ad and the CTA change the second time you saw it to a more targeted campaign with a clearer CTA offering you a discount code? Wouldn’t you may be more interested this time? This is possible through contextual ad placements and retargeting capabilities provided by pDOOH.
pDOOH to Mobile Ads
Researches show that people who see DOOH ads are highly likely to take action on their mobile phones. Marketers can leverage this by retargeting such viewers and displaying contextual ads on their mobile phones with a clearer CTA. Using geofencing or geolocation technology and layering it with retargeting and contextual ad displays can help marketers optimise their ad spends through increased conversions.
Technology and Screen Utilisation
Advertisers need to get creative in the way they interact with their potential consumers through display ads. While OOH does not offer this flexibility, using facial recognition and interactive technology in pDOOH can help you increase your brand engagements. When you layer this with contextual ads, you get the opportunity to serve highly personalised ads to the target group.
Optimise Your Ad Campaigns with DOOH
With changing times, it’s easy to get lost in the newness of the market every day. DOOH is not about creating ‘one size fits all’ ads. Instead, it is about creating personalising ads and better targeting them using AI and other technologies. Moreover, it is about increasing brand engagements and helping potential customers take the desired action. Lastly, it is about increasing your ad ROI. A digital marketing company adept at programmatic DOOH and media buying can help you optimise your ad campaigns and meet defined brand engagement KPIs.
