Agility is Key for Advertisers in 2022
Published: June 18, 2022
As the pandemic dwindles with vaccinations and ongoing COVID research, the drastic changes in consumer behavior continue to linger. The unprecedented shift to online shopping and the opposition to brand loyalty in a fragmented media landscape - not to mention the end of third-party data - has fissured the advertising industry. While people emerge from their homes and footfall traffic increases, marketers are finding new strategies to assist consumer transformations and needs while remaining agile, measurable, and reliable. And according to the Nielsen 2022 report, a key recommendation for advertising confidence is for marketers to stay agile and adaptive, especially when the world is in an unknown state. That's why today's marketers and agencies are shifting their efforts to the oldest form of advertising with a programmatic twist, digital out-of-home (DOOH) advertising.
DOOH technology continuously develops to fit advertisers' demands, with brands acknowledging the medium's potential in delivering agile and efficient programmatic buying in a fluctuating advertising landscape. The ability to start, stop, or pause a DOOH campaign, change ad creative, or adjust a campaign strategy in minutes gives marketers the flexibility to optimize their campaigns - similar to web and mobile-based campaigns. Verizon Media Senior Director of Global Business Strategy, Alice Beecroft, states, "Digital OOH can be as responsive and flexible a channel as social media."
One example is when Kylie Jenner wanted to quickly drive brand awareness around her new skincare line, Kylie Skin. In just 3 days after the kick-off call, Jenner's campaign blanketed the United States in over 1000 cities with roadside digital billboards, creating the world's most extensive programmatic billboard campaign in history with the help and ease of the DOOH media platform, Adomni. Once the campaign was running, Kylie's team was able to change out creative and watch the proof of play analytics in real-time. Once Kylie Skin was sold out, the team could change the messaging from now available to sold out quickly, providing an adaptable and relevant digital out-of-home campaign in the blink of an eye.
Once a campaign is running, advertisers can reach audiences on larger-than-life screens through anonymized mobile location data and then re-engage those exposed audiences across other channels, including mobile, display, social, etc. Mobile ID Passback helps increase brand awareness as consumers move throughout their day, giving them an authentic omnichannel experience.
With an increase in DOOH adoption comes a supply of inventory in a wide variety of environments personalized for any advertiser. And as innovation in DOOH inventory continues, DOOH is expected to appear in unexpected and exciting new places. Not to mention, demand-side platforms like Adomni assist in choosing the right media type or venue for an advertiser's needs. This increased inventory and on-demand help allow advertisers and agencies greater agility and personalization to get the most out of their DOOH campaigns.
DOOH advertising is the best of both worlds, achieving high visibility and boosting brand awareness while delivering hyper-targeted and measurable ads. The agility of DOOH helps deliver contextually relevant, measurable, and targetable content that will reach the brand's consumer at the right place, time, and environment. Incorporate DOOH into your omnichannel mix to captivate attention and drive measurable outcomes. If you're ready to plan and launch your DOOH campaign, our team of experts is prepared to help at no charge! Contact us at firstname.lastname@example.org.