Why implement a digital out-of-home (DOOH) campaign? This infographic breaks down the top five benefits of programmatic DOOH for marketers and why it's an essential need within your media mix.
1.Take Over the Consumer Journey
Brands can amplify their message and build brand awareness as consumers are exposed to DOOH media at multiple touch points as they go about their daily routines. Additionally, brands can reach consumers with digital signage while they’re on the path to purchase - at public transportation hubs or with roadside billboards - and at the point-of-purchase - in malls, grocery stores, and other retail locations. Leveraging contextual environments and repeated exposure have been proven to drive lift of brand awareness, consideration, purchase intent, foot traffic and sales. To go a step further, marketers have the option to retarget consumers exposed to DOOH on mobile, opening even greater opportunities to reinforce their brand message.
2. Activate Media, When & Where You Need It
Need to activate your outdoor campaign, but don’t have time to wait for banner specs, printing, and installation? DOOH allows you to activate media when and where you need it with the help of today’s technology and data. Whether you have to launch a campaign on short notice, receive incremental budget for a last minute push, or need to quickly react to breaking news, digital out-of-home can deliver.
3. Be Smart With Your Data
Data is a hot topic among advertisers, but they’ve only just begun to explore the full potential of how data can be used to build and target audiences. Through Vistar Media’s geospatial data analysis, marketers can discover the places frequently visited by a specific audience to understand the movement patterns of consumers. Our non-PII data is safely transferred to Vistar as anonymized audiences, eliminating any privacy or security issues. Brands are then able to activate DOOH media in the places where consumers are most likely to be at certain times of day. By engaging with consumers in contextual environments, such as at the mall, in the gym, or the elevators at their place of work, marketers are able to continuously reinforce a brand’s creative messaging.
4.Make an Impact With Creatives
If you’re looking to make a splash, digital out-of-home is for you. DOOH offers marketers unmatchable, high-impact formats that are sure to garner attention from passing consumers. Large format screens that can’t be ignored and place-based displays that seamlessly integrate in contextually relevant environments both offer powerful ways to reach consumers in the real-world.
5.Drive Results and Measure ROI
In the past, it was a common concern among marketers that end-to-end measurement wasn’t a possibility with out-of-home. With today’s data and technology, measurement is no longer an issue. Vistar partners with a select group of leading third-party measurement providers to connect brands and marketers with concrete results. These detailed studies include brand lift, foot traffic, online conversion, and sales lift. If you’d like to see the impact of a DOOH campaign on a certain DMA, or want to understand how cross-screen exposure affects lower or upper funnel KPIs, you now can with Vistar’s DOOH technology.
Ready to get started with your DOOH media buy up and ready? Contact us today to speak with one of Vistar’s programmatic experts.