Trendspotting: Out-of-Home Advertising

May 7, 2019

The billboards that used to line highways with stale, dated messaging have been transformed for the digital age. Thanks to technology, these messages can now take many shapes and sizes and are able to target messaging based on audience, time of day, and other real-time conditions like traffic and weather. While that is pretty cool all by itself, the ability to integrate these placements into larger cross-channel strategies makes them a valuable addition to any marketing mix. Consider the possibilities of targeting a commuter who sees a digital billboard at a major transportation hub, then browses their phone on their way home and is retargeted on their mobile device, and then visits the featured retail location based on those messages. Definitely not coincidence!

According to the Outdoor Advertising Association of America, mobile click-thru rates increase 15% when supported by OOH advertising.

Digital out-of-home (DOOH) placements can be extremely impactful when used in the right way and at the right time. A major outdoor retailer wanted to grow awareness of its annual campaign, an initiative to close all retail locations on Black Friday and encourage employees and consumers alike to spend time outside. Through an integrated, strategic approach, IgnitionOne analyzed the retailer’s first-party customer data to see how their customers moved through the physical world. Based on those patterns, cross-screen digital out-of-home and mobile placements reached the retailer’s loyal customers as well as new customers where they were most likely to be throughout the day.

This cross-screen approach allowed the retailer to boost awareness and purchase intent.

+14% Lift in Awareness
+9% Lift in Consideration
+7% Lift in Purchase Intent
+3.6x Lift in Store Visits

The potential for DOOH continues to grow every year with innovations that grab consumer attention and advances in measurement that enable effective tracking and audience targeting.

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