| by Bradley Cooper
Thinking of starting an advertising campaign? Here are three reasons why you should consider doing it on DOOH
Advertising is no easy task. On the one hand, there’s the fear that you will spend all that money only to not see any real return on your investment. On the other hand, there’s the fear-of-missing-out — that your competitors will pull ahead if they advertise more than you. However, even if you do decide to create an advertising budget, there are so many options, it can be overwhelming.
All that being said, I firmly believe that you should consider digital-out-of-home for at least part of your advertising budget, and I can give you three reasons why.
You’ll stand out
When you drive on the interstate or a well-traveled highway, you will likely see a vast amount of billboards. Some of them will look great and feature freshly printed graphics, whereas others will look like they were put up in the 1980s and then forgotten.
A digital display, on the other hand, will really stand out among all these static billboards. For example, a static billboard may not be in an area well lit enough to stand out, whereas a digital display will have a natural brightness that will draw in users’ eyeballs. Also, because the content on the digital billboard will change, it will more naturally draw attention to itself.
You can pick and choose
One of the biggest advantages of DOOH is how you can carefully craft your campaign based on multiple criteria. On a simple level, you can pick and choose which displays you want your content to appear on, but it can get a lot more granular than that.
For example, if you only want your content to appear during a particular time of day, such as the mornings for a coffee brand, many DOOH marketplaces will allow that. You can adjust other parts of your DOOH campaign as well, such as:
- Target particular demographics based on traffic patterns or regions.
- Deliver different messages at different times of the day.
- Avoid areas with a lot of competition for your product or service.
You can measure its effectiveness
Finally, with DOOH, you can directly measure its impact, often in real time. For example, DOOH platforms can tell you how many impressions your content made, based on traffic patterns.
You can also integrate other analytics tools to learn other information about your campaign. For example, if you run a campaign in a pedestrian area with freestanding displays, you can get information on the demographics of users who walked by your display or you can look at how long they looked at your display.
You can also create campaigns that trigger different content depending on the user. For example, IKEA ran a DOOH campaign that showed different content based on how many times a particular car had passed by the digital billboard.
Of course, with any advertising campaign, when you add more stuff to it, it’s going to become more complicated to manage. So, make sure you work with a professional DOOH company to ensure you get all the help you need to have a successful campaign.