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Jul 09, 2024

Planning your next omnichannel campaign? Here’s why you should include out-of-home advertising

Author Kayla Caticchio at Broadsign

As digital out-of-home (DOOH) continues to grow and measurement capabilities become more robust, there’s never been a better time for advertisers to incorporate the medium into their omnichannel strategy. Leveraging DOOH-specific and omnichannel demand-side platforms (DSPs), marketers now have powerful tools at their disposal to seamlessly integrate OOH into their media mix, creating high-impact, cross-channel campaigns that resonate with consumers. 

This is especially significant considering the medium’s growth; according to the Out of Home Advertising Association of America (OAAA), OOH ad spend saw its highest-ever first-quarter volume, up 6.8% in Q1 2024. Industries with a significant rise in OOH volume include Media & Advertising, Local Services & Amusements, Public Transportation, Retail, Government & Politics, and more. 

In this blog post, we’ll explore why adding DOOH to your omnichannel media mix is a strategic move that can elevate your advertising efforts to new heights.

The Role of Digital OOH in Omnichannel Marketing

A recent survey by the OAAA and The Harris Poll found that 73% of consumers view DOOH ads favourably, highlighting the channel’s ability to engage with audiences in a positive way. The same study also found that it’s more likely to drive action than other competing media, with nearly 50% of consumers stating that DOOH ads encourage them to take action post-exposure.

To drive growth, it’s important to be present wherever and whenever your consumers are. DOOH serves as a bridge between real-world and online experiences, from digital ads to Connected TV (CTV). Here’s why:

Create a seamless customer experience

One of DOOH’s key advantages is its ability to enhance the customer journey by providing a cohesive experience across multiple touchpoints. As consumers move through various environments—whether commuting to work, shopping, or attending events—DOOH ensures consistent and engaging brand messaging. 

For example, audiences might see a dynamic ad for a new smartphone on a digital billboard during their morning commute, encounter a related promotional display while shopping, and then receive a targeted social media ad later in the day. This seamless integration helps maintain brand awareness and reinforces marketing messages encountered on other platforms. Whether your campaign goal is to boost brand awareness, drive sales, or increase foot or web traffic, omnichannel marketing with DOOH ensures that your brand messaging is consistently reinforced across several channels.

Retarget across channels

Retargeting is one of the biggest benefits of omnichannel campaigns. It allows you to reach audiences exposed to your DOOH ads via other channels, like mobile or digital, helping marketers deliver a more personalized and interactive experience that drives higher engagement rates. 

Let’s say you’re promoting a new line of fitness apparel. You start with DOOH ads in high-traffic areas like gyms, targeting gym-goers during their workouts. These ads showcase the latest apparel and encourage viewers to visit your website. Using mobile retargeting, you then display related ads on their phones or social media, nudging them to complete their purchase. This can be done by capturing device IDs when audiences enter defined location boundaries, and retargeting them with mobile ads via your DSP, creating a cross-channel strategy that keeps your brand top of mind, boosting conversions and enhancing marketing effectiveness.

Leverage real-time updates and personalization

The ability of DOOH to provide real-time content updates and targeted messaging is a game-changer for marketers. Leveraging advanced data analytics and audience insights, DOOH campaigns can be dynamically adjusted to reflect current events, weather conditions, time of day, and even specific audience demographics. This level of personalization ensures that the content remains relevant and engaging, significantly enhancing the impact of the campaign. 

Imagine you’re part of a retail brand launching a summer sale campaign across multiple channels. Your DOOH ads can dynamically adjust based on real-time factors like weather, promoting swimwear and beach accessories on sunny days and shifting to rain gear and indoor activities during inclement weather.

Incorporating OOH advertising into your omnichannel mix is essential for maximizing brand visibility and engagement. OOH provides a physical presence that complements digital channels, reaching audiences in real-world settings and reinforcing your brand message across multiple touchpoints. By leveraging its unique strengths, like geographic targeting, creativity, and scalability, you can create a comprehensive marketing strategy that resonates with consumers and drives meaningful results.

Learn more about adding DOOH to your broader media plan. Check out Broadsign’s 6 Steps for Integrating DOOH in Your Omnichannel Marketing Strategy eBook. 


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