How is targeting evolving in digital out-of-home?
Published: December 14, 2022
As part of The Drum’s Deep Dive into Out-of-Home, IAB UK asked a group of its DOOH members to explore how digital targeting and dynamic creative is evolving out-of-home and how brands should be harnessing the possibilities.
Out-of-home (OOH) ads have been an essential part of the marketing mix for years, capturing the attention of passers-by across the country to deliver fame at scale. So how is digital targeting and dynamic creative taking the power of OOH to the next level? We asked IAB UK members to share how targeting is evolving within digital out-of-home (DOOH) and the key considerations for advertisers.
Shifting away from the traditional approach
Lee Cutter, vice president, UK & emerging markets, Hivestack: Out-of-home (OOH) has always used the power of location targeting to reach relevant audiences with contextual messaging at scale, according to predictable consumer behaviour patterns. The key targeting focus in traditional trading methods was historically always focused on certain spots and geographic locations to drive engagement. But with technological innovation, which has given rise to programmatic DOOH, the industry is shifting away from the traditional approach of targeting screens or locations, instead leveraging a data-driven approach and focusing on targeting audiences, moments, and impressions. Programmatic creates measurable, highly-targeted campaigns by utilizing a wealth of data to activate the ever-growing DOOH inventory in real time based on consumer behaviour, real-world events, and audience movement patterns.
The key is creativity
Mo Moubayed, co-founder, Veridooh: The abundance of data in DOOH advertising means savvy marketers can create targeted campaigns that promote a product and add value to people’s lives. The key, as always, is in the creativity. For example, Asda DOOH campaigns which activated only when the retailer had the cheapest petrol in a given area and displayed its prices on the panels. The next evolution of targeted DOOH is using it to enhance online advertising to reach the right audience because audiences can’t use ad blockers on billboards. A recent example is Australian mortgage broker, Aussie Home Loans, which traditionally planned OOH media against its store locations, using JCDecaux’s geo-spatial audience intelligence to target refinancers as they moved throughout their day.
Targeting will pinpoint specific consumer groups
Julia Cramer, content specialist, Adomni: DOOH targeting technology has dramatically evolved, putting out-of-home back on the map. Advancements in data-driven intelligence have provided advertisers with positive data-driven campaign results. Audience segmentation and point-of-interest targeting have empowered marketers to reach their ideal audiences with contextually relevant content at the most impactful locations. 96% of senior execs believe DOOH data can improve campaign creativity and allow brands to leverage more granular targeting. In the future, targeting expansions will more accurately pinpoint specific consumer groups and evaluate total ad impact through software and hardware advancements in AI, camera and motion sensors, and mobile technology.
Aligning outdoor messaging with audio
Mungo Knott, commercial platform & product director Outdoor, Global: During 2022, the industry has significantly increased the execution capabilities for trading DOOH with more connected outdoor inventory, and improved supply and demand side technology, making access easy for clients and their agencies. This has given a broader range of advertisers confidence to utilize the maximum flexibility of programmatic DOOH as a core element of their media strategy. We have seen campaigns increasingly use data triggers to maximize the effective use of the medium. At Global, this has included the alignment of audio and outdoor messaging. Using the ability to programmatically purchase DOOH sequenced with the play out of audio ads, or using results identified from an audio campaign to react and target DOOH in specific geographical locations at specific moments in time.
46% intend to buy programmatic DOOH in the next 12 months
Gavin Wilson, chief revenue officer, VIOOH: Buying DOOH programmatically enables advertising campaigns to target based on contextual data such as weather, location, demographics amongst others, and provides brands with certainty that their messaging will have maximum relevance to end consumers to deliver optimal results. More broadly, the ability to overlay a variety of different data sources such as mobile, audience or sales data across channels, including now DOOH is driving UK media executives to increase their investments, with 46% intending to buy programmatic DOOH in the next 12 months, according to VIOOH’s State of the Nation report for 2022.