It is clear that the marketing industry is moving towards a digital world. Many believe traditional advertising methods will soon become obsolete. However, both new technology advancements and consumer interest have allowed out-of home (OOH), advertising to evolve. Some parts of the industry even became digital alternatives.
Understanding OOH traffic and digital evolution is key to making better affiliate publishing decisions. Lemonads partners with many publishers who specialize in out-of home traffic so that we are always up to date on all the latest trends in advertising. This article will cover OOH advertising, its benefits and offer tips for building an OOH campaign.
OOH Advertising: The Story
The term “out-of-home advertising” refers to any promotion strategy that reaches consumers from their own homes. Although this form of promotion is almost as old as marketing itself, it has been able to blend well with more modern methods.
OOH advertising channels, in their most basic sense, can be classified into four main categories: billboards and transit vehicles.
Alternatives includes all forms OOH advertising including digital billboards and small LCD screens. Because they target users who are already at a particular place, OOH channels also include push notifications, mobile apps, and similar content.
Definition of digital out-of-home advertising
Digital out-of-home advertising (DOOH) is simply an umbrella term that covers all digital and online channels that promote content while consumers are away from home. Digital billboards, smaller LCD screens and other DOOH channels are just a few examples of the many DOOH channels.
These spots may be available for purchase via programmatic advertising mechanisms that calculate costs based upon location, approximate foot traffic and other variables. The interface and workflow are identical, so publishers can only focus on how to adapt their content to suit the audience.
What are the advantages of digital OOH marketing?
Digital advertising offers many benefits over traditional channels. DOOH shares many of these benefits. This ad format is unique and offers a few unique benefits that aren’t available through other channels.
These include:
Unblockable Ads
Ad blockers can greatly affect the performance of programmatic ads on desktop and mobile, as you may already know. DOOH allows you to reach real consumers, while they are actively and engaged, without worrying about ad blocking.
This advertising channel allows you to promote the advertiser’s brand while not associating it negatively or with irrelevant content. You can be certain that your ad will run unless something is in the way.
Proposed Growth
According to some projections, DOOH advertising spending will rise at 10.1% annually. This is the only driver for the OOH vertical. Because there is more outdoor digital real estate, DOOH advertising spending will increase. This form of advertising is becoming more attractive to cities, private institutions, federal governments, and other government agencies. This is driving the growth of DOOH’s programmatic sector.
Improve the user experience
It is a bad experience for consumers to have to install ad blocking software in the first instance. DOOH offers consumers what they need in an easy-to-use way. The audience is at the mall or similar public place, so the DOOH ads have a greater chance of engaging them.
You can publish video content at a relatively low cost
Anyone who has ever had to negotiate traditional TV ads for purchase knows the cost. Programmatic DOOH is a great alternative that allows you to promote targeted video content on a large scale and without spending a lot of money.
How to Create a Digital OOH Marketing Strategy
DOOH campaigns, like all forms of online marketing require significant planning and preparation. DoOH ads are not subject to conversion tracking, so be creative in measuring your results.
To build a DOOH campaign, you must:
Define short- and long-term goals
DOOH, as we have already mentioned, is more of an impression-based than a performance-based channel. It can still be used to promote a particular offer or build social media awareness.
Publishers must establish short- and long-term goals before they can start building a campaign. The affiliate program often lists the long-term goals. To keep you on track, however, it is important to establish short-term milestones.
Identify the Audience you Want to Target
While you may not have the exact same control over who sees your ads, it is important to understand your target audience and attract the right people. There are many tools that can help you identify your target audience for regular online advertising campaigns. You need to be creative with DOOH and use tools that aren’t designed for out-of-home audiences.
These include:
Facebook Insights
Facebook stores a huge amount of information about users, and makes that data available through the Insights tool. Publishers have access to the Facebook Ads platform. They can choose a basic audience and then narrow down their demographic data until they find the right targets. This information can be used to create your campaign and decide when to run it.
Google
Google offers a wide range of tools to help you understand consumer preferences. These tools include Google Trends, Keyword Planning Tool and even automatic suggestions for Google Search.
Keyword Planning and Trends tools are useful for understanding search volumes in particular locations. Google Search provides keyword suggestions that you can use in your campaigns.
Create Buyer Personas to Support Your Campaign
Once you have researched your audience and identified the people you want to target, it is time to create buyer personas to help you plan your campaign. Buyer personas can be described as fictional characters who represent your ideal audience members. You can make as many personas as you like, but ensure that each one is unique and represents a significant portion of your target audience.
Make Content Based on Buyer Personas
Now it’s time for you to start creating your content! Your two main options for DOOH are:
Videos
Videos are the most effective DOOH format, and they will continue to be so for quite some time. It is versatile and powerful, and it allows you to communicate clearly with your audience. However, high-quality video production is expensive and it’s unlikely that you can get away with recording your videos on your smartphone like in social media. You need to think carefully about what content you are going to produce, how you will use the resources available, and why you want it.
Static ads
Although static image ads are not as powerful as video content they are still very affordable and can produce amazing results. Your campaign’s effectiveness can be maximized if your image is relevant and includes moving elements. You’ll also want to:
Use one or more CTAs. Keep text to a minimum and ensure that every word counts. Don’t be afraid of showcasing the advertiser’s branding
Three Things You Must Remember for Your DOOH Campaigns
No matter whether you use images or videos, your DOOH campaign must be planned carefully if it is to succeed. You’ll need to test various elements, monitor your performance and make adjustments to improve your results.
Every publisher and affiliate program is unique. You need to take into consideration your requirements to create a successful DOOH campaign.
Nevertheless, there are three elements that publishers should be aware of:
Location, Location and Location
It is important to choose the right location for your ad. However, this does not only apply to the street or city. Many DOOH ads are displayed at clinics, agencies, and other similar places. You need to be as specific and detailed as possible depending on the media buying platform you have. You run the risk that valuable impressions are wasted on locations that don’t yield any results.
Schedule local
When creating a campaign, it is common to include an advertising schedule. However, remember to coordinate your campaign with the local time of your audience. You could end up with impressions that are not triggered at the right time for your audience if you don’t specify a time.
Publishing Medium
Finally, you should evaluate where ads are published. If possible, make sure your content is displayed only where your audience members are most likely to find it.
Are you looking for more information about the best ad formats? Lemonads is here to help
One of the best ways for getting accepted to the best affiliate programs is to work with the most innovative advertising formats. DOOH is rapidly evolving to become an effective ad format that can be used in conjunction with a balanced monetization mix.
Lemonads is happy to provide information about the various ad formats that you have the opportunity to work with.
