Telecom Dials in New Marketing Strategies with DOOH
Published: September 7, 2022
People are now significantly interconnected with one another as a result of the digital world, with 97% of Americans owning a cell phone of some kind. Due to mandatory lockdowns in 2019, mobile screen time increased, and internet usage rose 6.2% from January 2021. So now, with over 60% of the world’s population online, telecommunications is thriving and will continue to do so as technology advances. As a high-tech industry, the telecom sector should incorporate the latest digital strategies into its campaign to put relevant and creative messages in front of audiences who matter with digital out-of-home (DOOH) advertising.
The elevation of programmatic DOOH has made it easier for telecommunication brands to stand out from the competition with a streamlined and flexible buying approach. And with audience insights and targeting, brands can reach relevant consumers at the right time - creating an invaluable campaign.
Samsung Galaxy S9 noticed DOOH’s potential to pinpoint customers who were ready for an upgrade with an award-winning programmatic campaign. Using location-based data and geospatial technology, Samsung was able to locate those upgrade consumers and study their movement patterns. Partnering with a DOOH DSP, they set up screens in six major cities: Atlanta, Chicago, Dallas, Los Angeles, New York, and San Francisco. Samsung saw an 8% lift in consideration and a 6% lift in purchase intent throughout their campaign, proving that audiences exposed to DOOH ads are more likely to visit a telecom retailer than those who weren’t exposed.
With precise targeting, DOOH can now measure the effectiveness of a campaign, and as a one-to-many medium, one ad can provide hundreds of impressions. With movement and location data, brands can now see what audiences were exposed to a DOOH ad and further extend their campaign to online, mobile, or CTV. And similar to Samsung, brands can measure the impact on performance metrics by adding DOOH to their other channels.
Furthermore, DOOH can positively impact metrics such as brand awareness and ad recall, with 80% of consumers willing to purchase a product after seeing an OOH ad. A leading telecom company launched a campaign targeting a ‘value-seeking family’ audience and wanted to measure the effectiveness of foot traffic lift to evaluate the marketing ROI and compare DOOH against other media channels. The telecom brand found the campaign drove an 88% in-store lift among this new family audience.
Programmatic DOOH makes telecom campaigns more relevant, interactive, and measurable. Telecom brands can reinforce their campaign narrative and provide a call to action with cross-media advertising since 48% of people are more likely to engage with a mobile ad after being exposed to the same ad on OOH first. For example, a top-performing web service provider launched their campaign using DOOH and mobile to drive registration for an upcoming summit. Through cross-media campaigning, the web service provider saw a 40% lift in clicks to its registration website.
Digital is revitalizing and improving the OOH landscape with impressive scalability and visibility. Not only are 90% of adults noticing OOH ads, but enhanced programmatic capabilities such as precise targeting, content variation, audience insights, and real-time performance data are making this media format unmatched. The telecom industry can take advantage of DOOH to reach their intended audiences and stand out from the competition. So, what are you waiting for? If you’re ready to plan and launch your DOOH campaign, our team of DOOH experts is prepared to help at no charge to you! Contact us at firstname.lastname@example.org.