Why data clean rooms and OOH will get retailers an A+ this ‘back to school’ season
Even though the summer is in full swing, it's time for brands to gear up for the 'back-to-school' season and connect with those eager shoppers who want a head start on the school year
The trick for retailers is to find a way to reach these bigger spenders in time for the start of the school year. Out of home (OOH) can help unlock the opportunity for brands more effectively than ever before.
OOH ads can impact back-to-school shopping behavior and drive better performance
Mid-to-late summer is when 63% of back-to-school shoppers will start buying school supplies. To stand out during this critical time, retailers (and retail media networks) will employ data-driven campaign strategies to reach loyal customers and attract new potential consumers during the moments where purchase decisions are determined.
According to a recent OAAA/Harris Poll, 68% of those surveyed already rely on OOH ads for shopping information, and dollar-for-dollar, OOH drives online and social action more than other media (OAAA/ComScore, May 2022). So why is this such big news for the big retailers?
Now is the ideal time for retailers to partner with OOH experts to leverage data and insight tools to connect your brand with the 56% of BTS shoppers planning to spend at least $500 before the school year starts anew.
Brands can now boost their OOH campaigns with data clean rooms for a true omnichannel advertising experience
OOH has always been a reliable source to reach back-to-school audiences, and with challenges rising in targeting and measurement across digital channels that are reliant upon cookie data, marketers are seeking more efficient and effective ways to reach consumers. What’s more, OOH now offers the industry’s first-ever data clean rooms integrations, making the medium an even more powerful option for retailers who want to start the year at the head of the class using their own data to power their omnichannel ad campaigns that include OOH.
Clean room solutions paired with OOH campaign planning and measurement allows brands to reach their core audiences and measure outcomes in a privacy-compliant manner. While retailers are considering activating their back-to-school campaigns, they also want to respect their customers’ data and how it gets used to run effective marketing campaigns.
You may have heard of data clean rooms but put simply, they are platforms that allow advertisers to use their chosen data – typically their first-party data – to plan, activate and measure digital media campaigns in a privacy-compliant manner, and now, for the first time, retailers can use them to leverage their preferred datasets to optimize their OOH campaigns.
Activating measurable OOH campaigns in a shifting privacy landscape
Just this month, Clear Channel Outdoor announced new partnerships integrating its RADAR® data platform with best-in-class data clean room applications and services from Aqfer, Habu, InfoSum and LiveRamp. This new, first-to-market integration respects their data ownership when working with large media publishers to reach their consumers. And this innovation further enables OOH to be a part of a brand’s omnichannel targeting and measurement strategy as the privacy landscape shifts. By activating these new partnerships and integrations, brands can securely leverage their own data throughout the planning, optimization and measurement phases of their ad strategies to:
1. Ensure that the highest level of privacy and protection is considered for consumers without revealing any sensitive information.
2. Upgrade their consumer reach by creating custom audience segments for more targeted advertising campaigns.
3. Gain better insights into their customers’ overall behavior after seeing a campaign including – online engagement, visitation, and sales– allowing brands to plan and reach their audiences more effectively with their advertising campaigns.
By utilizing data clean rooms, retailers can gain valuable insights, make data-driven decisions, and create more personalized and targeted marketing strategies without compromising their customers’ trust – so sharpen those pencils and let’s get ready for ‘back-to-school’.