I ran a DOOH campaign...Now what?
Published: July 13, 2021
You did it! You successfully planned and launched a programmatic digital out of home campaign. You chose your locations and demographics, created your artwork, and sent it out into the real world to be seen by all. Congratulations! Now that your campaign is running, there are a few things you can do to capitalize on what you’ve learned from the data to make your next OOH campaign even better.
Data, Data, Data…
There’s an old saying: “what gets measured gets managed”. The only way to know how well your ad performed is to track the data. Great news, you don’t have to be a data analyst to do it. Proof of performance and attribution reports have been designed to make them easy to read and understand the data.
Proof of Performance: Your PoP report is available to view in real-time while your campaign is running. It shows the amount spent, screens reached, eCPM, and impressions delivered per venue type. You can see the ad content delivered and keep an eye on campaign pacing, and easily optimize if needed.
Attribution: Your attribution report will quantify the impact of your campaign. This depends on your business objectives. Whether you want people to visit your physical store location, visit your website, or download your mobile app, this report will show you the lift in KPIs and compare exposed to non-exposed audiences. This type of report is available a few weeks after your campaign ends.
Outside of seeing real-time campaign metrics and attribution reports, you can track and measure performance in a few other ways.
What was your call to action? Visit your website? Call you? Buy a specific product or service? Follow your Instagram page? Whatever your KPIs are, take the base number you started with before the campaign launch and track the increase day over day while your campaign is running.
Was there an increase in traffic or calls during certain days of the week or times of the day? Consider running your ads heavier on those peak days/times with day parting and daily budget allocation.
Did your website increase in traffic but not sales? Perhaps you need to make your website easier for customers to navigate or evaluate the conversion funnel. Guide them from the landing page to purchase in as few steps as possible and your sales will benefit.
Did the leads that came in not turn into sales? Consider tweaking your demographics/placement to target your specific customer base.
Did your creative do its job? The ad is what connects your potential customer to your product or service, so making sure your content is engaging is very important. Consider switching out several pieces of content to battle ad fatigue and keep your content fresh.
Even if your DOOH campaign was a huge success and your products are flying off the shelves, there’s always room for improvement. Take the info you’ve learned from your current campaign and use it to make your next DOOH campaign even better!
If you’re ready to plan, launch, and measure your next DOOH campaign, our team is ready to help, at no charge to you! Contact us at concierge@adomni.com
Written By: Shane Hutton
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