What we learned from analyzing hundreds of data-targeted DOOH campaigns

When it comes to data in out-of-home (OOH), there’s been a fair amount of uncertainty. Does it actually work? Is it worth the investment? What kind of results are realistic? So, we decided to take a closer look.

To better understand how targeting impacts campaigns performance, we ran an analysis across hundreds of programmatic DOOH (pDOOH) campaigns across multiple verticals.

We wanted to answer the key question: Does data make a difference? 

The campaigns we looked at

The campaigns in our study varied in scale, vertical and strategy but they did have two things in common: they ran through Vistar’s DSP and were part of brand lift studies that measured key upper- and mid-funnel outcomes such as awareness, consideration and intent. 

We grouped the campaigns into two categories:

• Those that used data-driven targeting such as audience segments, points-of-interest (POI) or contextual triggers like weather.
• And those that didn’t use data targeting. 

Results that speak for themselves

When we compared the performance of the pDOOH campaigns with data, the difference was clear:

• 40% stronger lift in awareness compared to campaigns without data
• 42% stronger lift in consideration compared to campaigns without data
• 11% stronger lift in purchase intent compared to campaigns without data

These results are proof that when pDOOH campaigns are built with data, they are remembered, considered and acted on. 

Why does data targeting make a difference?

It comes down to relevance. Most marketers would agree that a great creative doesn’t matter if it reaches the wrong people at the wrong time or in the wrong place. When you layer in data, pDOOH becomes more intentional, reaching audiences based on real behaviors, preferences and environments, and ensuring every dollar you spend works harder. 

Data targeting helps you focus media spend on who, where and when it will have the biggest impact. It maximizes ROI by eliminating wasted impressions and concentrating directly in the moments and locations that matter most.

Here’s how we see it: 

Audience targeting makes messaging more personal and purposeful. You’re reaching actual people based on who they are, their lifestyle, interests or purchase intent. 

POI targeting brings campaigns closer to action, whether that’s near a retail location, a high-footfall venue or a competitors site. 

Weather triggers align the message with the context of the moment. Whether it’s the urgency of stocking up before a storm or the relief of a cool drink on a hot day, weather conditions influence mood and behavior, so it makes sense to align your advertising with those conditions. 

It’s not always about being flashy (although we’re into that too); it’s about being relevant. 

How to start applying data targeting

Getting started with data in pDOOH doesn’t require overhauling your entire media plan, just a shift in how you think about where and when your message shows up. Here are three simple ways to start: 

• Look for moments of intent. Identify where your audience is when they’re most likely to act, such as near a store, in a transit hub or at an event, and activate pDOOH around those moments. 
• Start with a familiar audience. Vistar offers thousands of audience segments in our DSP, from demographics to behaviors and brand affinities to lifestyle profiles. Pick one that matches your digital strategy. 
• Ask the right questions. What data sources are available? Can I retarget across channels? What measurement tools are in place?

Check out our DOOH targeting playbook to learn about the core types of targeting available in pDOOH today, what they’re best suited for and how to use them to get the most out of your campaign.

Smarter, more intuitive audience targeting

Data targeting is proven to improve awareness, consideration and intent on pDOOH campaigns, making it a critical element to every campaign. As we build the largest out-of-home data marketplace globally, Vistar now offers access to more than 17,000 audience segments globally across demographics, behaviors, interests, and intent signals. That scale represents both an opportunity and a challenge — the more data available, the more important discoverability becomes.

Vistar’s audience targeting experience is designed to give buyers and agencies the clarity they need. With a set of purpose-built UI enhancements, we’re introducing a unified design and logic for audience targeting in pDOOH campaign planning. 

Key features include: 

• Descriptions: Hover-to-reveal detail boxes that explain audience descriptions and help planners get immediate context into any audience. 
• Copy: One-click to copy audience names and descriptions, making it easier to share with clients for review and approval. 
• Filter: Choose one, or more, data partners to surface provider-specific audiences.
• Search: Use keywords to instantly surface relevant audiences.
• Full height panel: An expanded list view of audiences to see more without excessive scrolling.

Together, these enhancements improve discoverability, increase buyer confidence and accelerate decision making.

Data delivers results

The takeaway from our study is simple: data leads to stronger outcomes. Campaigns using data say meaningful lifts across the board from awareness to consideration to intent. 

As pDOOH continues to evolve, data will be the driving force behind more connected, accountable and effective campaigns. The tools to do so are already available, the next step is putting them to work. Ready to make data part of your pDOOH strategy? Let's talk.