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3 lessons on boosting DOOH

When it comes to advertising, DOOH is full of untapped potential. While many companies are increasingly using DOOH to drive both sales and engagement, often they don't take full advantage of the platform.

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November 7, 2019 by Bradley Cooper — Editor, ATM Marketplace & Food Truck Operator

When it comes to advertising, DOOH is full of untapped potential. While many companies are increasingly using DOOH to drive both sales and engagement, often they don't take full advantage of the platform.

For example, many end users will recycle billboard content for use on a DOOH display. Or they may not come up with enough content to keep the displays fresh. Luckily, Digital Signage Today stories posted last month offered some key lessons into how end users can boost their DOOH performance by targeting underrepresented areas, integrating into a local culture and utilizing audience analytics.

Targeting underrepresented areas

One way DOOH operators can really make a splash is by targeting areas that aren't well known for digital signage, such as more rural areas. On the interstate in a rural area, well placed digital billboard can become a major revenue generator to fatigued commuters.

With these digital billboard, rural businesses can also help raise awareness and reach out to travelers and locals alike. Because DOOH is naturally brighter and more eye-popping than static displays, they will instantly draw more attention.

Integrating into a local culture

Many small towns and cities have their own artsy downtown areas, which host a variety of local restaurants and businesses. Many people may not know about these hidden gems, and that's where digital signage comes in.

DOOH operators can deploy interactive digital signage kiosks, which can offer maps and information on local businesses and services in the area to help inform both visitors and locals.

Advertisers can also take advantage of these displays by delivering advertisements either on the sides or top of the display or while the display is not in use.

Utilizing audience analytics

One big challenge with any DOOH campaign or device is how to measure its overall effectiveness. How do you know for sure if it really got the message across? That's where more intelligent advertising tools come into play, such as one recent campaign with furniture retailer IKEA and Russian DOOH company Russ Outdoor.

The two companies recently integrated digital billboards in Russia with Wi-Fi sensors and photo-capture systems to capture anonymous data on who saw advertisements for IKEA as their cars drove by.

From there, IKEA compared data from its indoor analytics system with the Russ Outdoor system to determine how many visitors saw the DOOH advertisements.

Analysis showed that conversion during store visits increased by 28%," a YouTube video from Russ Outdoor stated. "At the same time, IKEA's outdoor advertising budget amounted to 30% of the total advertising budget of the company."

By utilizing measurement tools such as sensors, DOOH vendors can get ahead of the game and help answer the question: "How much of my advertising worked and how much was wasted?"

About Bradley Cooper

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Bradley Cooper is the editor of ATM Marketplace and Food Truck Operator. He was previously the editor of Digital Signage Today. His background is in information technology, advertising, and writing.

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