DOOH: What were the top 3 milestones for marketers in 2022?
For The Drum’s Deep Dive into Out-of-Home, Marissa Bernstein (VP of marketing, North America, Vistar Media) reflects on the exciting DOOH milestones from 2022 that will continue to shape advertising in 2023 and beyond.
Programmatic digital out-of-home (DOOH) advertising took 2022 by storm, offering brands a one-to-many medium that is big, bold and timely — and benefits from the precision, measurement and efficiency of advanced digital channels. As the channel continues to capture marketing attention (and media spend), we’ve driven innovative developments in the space that will better enable advertisers to implement data-driven campaigns that will drive real-world results.
Let’s look back at three DOOH milestones in particular that will continue their impact on marketers in the new year:
1. Continued advancement of OOH measurement
As budgets tightened throughout the year due to external and looming financial circumstances, it became increasingly important for marketers to measure the success of their ad campaigns. OOH used to be an incredibly difficult channel to measure; however, today, brands can accurately and efficiently measure the impact of DOOH on all KPIs using location data and advanced analysis.
From using anonymized, privacy-safe location data to measure brand health metrics such awareness, consideration, purchase intent and even further, foot traffic, marketers can now evaluate the impact of OOH across the full marketing funnel – a function still unknown to many buyers. In 2022, Vistar Media, for example, teamed up with Reveal Mobile (formerly Mira), a location intelligence and attribution provider for OOH, to measure the effectiveness of programmatic DOOH campaigns across online KPIs after campaign exposure, including: web conversions and behaviors, app downloads and in-app actions, including a lift in in-app activity or orders.
This new ability to connect OOH attribution to lower funnel KPIs, such as online conversions and acquisition, is among the first for the industry, and will continue to be an imperative metric for success in 2023.
2. Audience targeting that works smarter, not harder
Another key milestone of 2022 was an increased focus, and advancement, of smart audience targeting for DOOH campaigns. Thanks to advanced data sources available today, brands can now dive deeper than ever to understand behavioral trends and consumer movement patterns. Programmatic technology then ultimately activates digital OOH ads at the right times and places to reach desired audiences as they move throughout the day.
This year, we saw an increased adoption of a myriad of smart targeting tactics:
Behavioral patterns
Brands are defining their target audiences based on the places consumers visit. For instance, if a brand is trying to reach avid coffee drinkers, they can identify this audience by looking at people who have recently visited similar coffee locations, and use programmatic technology to target them with DOOH ads.
First-party data
Recent tech advancements also allow marketers to leverage their first-party data to create and target current customers and move-alike audiences with DOOH. For instance, a brand can re-engage current customers in the lead up to a new product launch, with a compelling DOOH offer that will drive them in-stores.
Third-party data
On the flip side, leading data companies today have extended their capabilities – from location to purchase data, app installs to TV viewership data – into DOOH. A brand can leverage third-party purchase data, for example, to reach their target consumers based on past purchase behaviors, such as luxury vehicle buyers, running & fitness enthusiasts and more.
By tapping into existing resources such as location and behavioral data, brands are getting smarter – without having to work harder – when it comes to reaching their desired audience with a meaningful message through out-of-home.
3. DOOH creative that’s more relevant than ever before
As consumer behavior and preferences shifted throughout 2022, marketers were forced to get even more creative and personalized with their ads to ensure they actually resonated with their audience. Enter: dynamic creative for DOOH – a capability that allows advertisers to activate dynamic content and data-driven creative messaging at scale across the full DOOH ecosystem.
A game-changing development for the industry, dynamic creative capabilities truly unlock personalization at scale, allowing for messaging that can be highly tailored for relevance in a specific moment in time and use case - without the behind-the-scenes manual work. Example use cases include:
- Upcoming events (think countdown to the 2023 Super Bowl)
- Distance to the nearest store
- Local weather conditions
- Store-by-store promotional offers
- Live sports score updates
- and so much more
Creative and media planning teams can now develop their campaign with culturally relevant situations or conditions in mind to make their brand messaging even more relevant and impactful than before.
Whether it’s the continued evolution of DOOH measurement for more precise, impactful reporting, getting smarter with data to better understand (and target) consumers, or tapping into the full potential of DOOH advertising creative, the industry has a lot to be proud of in 2022 – and even more to look forward to in 2023 as the space continues to transform.
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Vistar Media
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