Adomni's Easy Steps to Effective Real-World Advertising

Published: October 11, 2024

Gone are the days of static, one-size-fits-all out-of-home advertising. With the advent of programmatic DOOH, or "Video Everywhere," marketers can now create highly-targeted, dynamic campaigns that seamlessly integrate into omnichannel marketing strategies.

Leveraging the power of mobile location data and advanced programmatic technology, Adomni empowers marketers to effortlessly plan and launch their real-world ad campaigns in just minutes. With a vast network of over 1 million screens, brands and businesses can reach their target audience with precision and impact, delivering personalized messages that resonate in the real world.

Here is a self-serve guide to get you started on your real-world ads journey:

 

Step 1: Setting Clear Objectives

Before diving into campaign creation, it's essential to define your specific goals and objectives. These will shape your overall approach and ensure your campaign delivers maximum impact. Here are some common campaign types to consider:

  • Audience-Focused: Understand your target market and leverage Audience IQ to index screens for specific demographics, interests, and behaviors.
  • Market-Focused: Narrow down your focus to specific markets or venues. Prioritize device selection and create targeted campaigns for these locations.
  • Ad Content-Focused: Select devices based on screen size and content suitability. Ensure your ad content aligns with the characteristics of the venue type.

POI Proximity: Target devices within a specified radius of a point of interest (POI) address. This allows you to reach audiences in high-traffic areas or near relevant locations.

Step 2: Consideration Phase

Having established your campaign objectives, let’s delve into the considerations to optimize your real-world campaign strategy: 

  • Maximize Impressions: If your primary goal is generating impressions or spending your budget, a wider selection of screens might be better. This allows for a broader audience reach and potentially lower costs! 
  • High-Frequency Campaigns: If your primary goal is a high-frequency campaign, consider limiting your targeted screens. This ensures your ad plays more frequently on each selected screen, leading to greater memorability for your target market. 

Step 3: Prioritizing Budget 

Once you've finalized your campaign considerations, the next crucial step is budgeting. While there's no minimum spend requirement, several factors influence your campaign budget: 

  • Desired frequency 
  • Campaign length
  • Daily spend per screen
  • Number of targetable screens 

To increase your targetable screens, impressions, and optimize budget utilization, consider the following strategies:

  • Extend Campaign Dates: Lengthen the duration of your campaign.
  • Add Venue Types: Expand your targeting to include additional venue categories.
  • Adjust Geotargeting: Broaden your geo-targeting or increase the POI radius.
  • Expand Dayparting: Increase the number of days or hours during which your ads are shown.

Step 4: Reviewing the Scope of Your Campaign 

After finalizing your budget, review the overall scope of your campaign to ensure optimal performance. Here's how to identify and address potential issues related to campaign breadth:

Narrow Scope Campaign: If your target market or geofence radius restricts available IRL options, consider these strategies:

  • Invest in the Marketplace: Diversify your targeting to include more relevant screens and audiences.
  • Expand Reach: Broaden your market or geofence radius to reach a wider audience within your target area.
  • Increase Inventory: Expand the variety of venue types you target to broaden your campaign scope.

Wide Scope Campaign: If your campaign scope is too broad, it may result in low ad frequency and reduced effectiveness. Here's how to address this: 

  • Implement Dayparting: Allocate your budget strategically by scheduling ad displays during peak hours on specific venue types.
  • Exclude Devices: Refine your targeting to exclude devices and ensure your ads play with greater frequency on the most impactful screens. (While device removal isn't possible after launch, exclusion allows you to prevent further impressions on irrelevant screens.) 
  • Target Optimization: Reduce the number of POIs or markets you target to tailor your daily budget spend better.

Step 5: Content Creation and Approval

Before launching your programmatic real-world campaign, ensure your content is ready and optimized.

  • Content Size: Verify that your content matches the specific size requirements for each targeted venue or it won’t be displayed. 
  • Creative Options: Choose between static images or video creatives for your campaign.
  • Upload and Assign: Upload your content and carefully assign it to the appropriate sizes within your campaign settings.
  • Bulk Uploading: For efficiency, utilize bulk upload features for multiple files or even bulk create ads using layered Photoshop files in horizontal and vertical formats.

Content Approval Process:

  • To ensure your campaign launches smoothly, submit your content at least two business days before the desired start date.
  • Potential Restrictions: Be aware that certain brands or products may face restrictions from media owners. This includes categories like cannabis, alcohol, sports betting, political candidates, and religious content.

Now that you have a full guide to Adomni's user-friendly platform, its incredible flexibility, and cost-effective approach to programmatic real-world advertising, it's time to take action. Don't wait to leverage the power screens everywhere to reach your target audience and drive business outcomes. Visit our website to launch your campaign today. 

Written By: Julia Cramer

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