When a DOOH network is planning, rolling out, pitching and delivering their content, one piece of information is very important: dwell time. Books have been written about content strategies that vary with dwell time. But it's not just the amount of time that someone spends in front of a screen that matters. It's a combination of factors.
Where is your audience coming from? What did they just finish doing? Did they just drive in through terrible morning traffic and need a joke to get the day started? Did they just get finished spending a bunch of money, and are thinking about what to eat for dinner? While so much importance is rightly placed on the mindset of an audience within a venue, we cannot forget that the venue is just one place along the path a viewer takes throughout their day. How they enter your venue will determine a lot about the context of the dwell time.
The logic follows also about where the viewer is going immediately after visiting your venue. Do they need to get into a car to leave? Do they have to walk for a while to reach their next destination? What do they pass on the way? How does their experience in your venue determine what they will do next? Did they make a big purchase so they are going home? Did they stop for a coffee before boarding a flight? In many cases, the venue where DOOH is hosted is a step to the next location, if this is the case, use it to your advantage. Target your content and advertising appropriately.
Both the time before and the time after a viewer engages with your DOOH are important to understanding the value that the dwell time in your host venue creates. This information can be used to make your DOOH effective, whether it is a pause between hectic moments, or a hectic moment between two pauses. The context of your dwell time determines everything about the way that you communicate with your viewers. It is not enough to look just at what a viewer is doing when they are in front of your screens.
Look at what your viewer is doing during the dwell time, look at the context of where that venue fits into their day, and target your content accordingly. If done properly, DOOH can become as integral to your viewer as the venue itself.
Joe Matriss, Managing Director of Park Cast Network, an ad-based DOOH network with screens in public parking facilities in New York City and Chicago, shares his experiences, strategies and ideas to encourage more open dialogue between network operators for success across the medium.