Oongalee’s out-of-home advertising offers a unique, intimate approach to reaching target audiences. These advertisements generate a new revenue stream for restaurant partners from third-party advertising partnerships. These advertisements can be easily integrated into an establishment’s overall marketing strategy, helping drive sales and increase repeat business.
In today’s digital era, it feels like every marketing is implemented online. However, this would not include the strategy of advertising in public spaces, which has proven to be extremely successful.
Out-of-home advertising (OOH), also referred to as out-of-home marketing, is the practice of communicating with customers away from their homes. This phrase may bring billboards to your mind; however, New York City’s Times Square referred to “out-of-home” advertising as various media types. The most encouraging aspect is that these techniques are quite efficient.
Research conducted by the Nielsen Out-of-Home Advertising Study 2019 found that 66% of smartphone users proceeded to take action after engaging with an out-of-home commercial.
In addition, 74% of customers who visited a website after exposure to out-of-home marketing ended up purchasing from that company.
These fairly convincing figures should make you think twice about using out-of-home advertising in the strategy playbook for your campaign.
OOH, advertising is an effective way to spread your brand name across the city. Hundreds of people view it in a short period. Make sure to choose the location where your ad can be a good springboard for a creative message. While it may seem like a tedious task, remember that most people only take a glance at your ads. That’s why your ads should have visuals and be simple to read.
OOH, ads are more effective than regular print advertisements because people can’t skip them or block them on their devices. Also, they can’t be fast-forwarded or muted because they are not skippable or blocked. The main goal of marketing is to get viewers’ attention and convert them into paying customers.
The OOH signs on the advertising space can quickly reach a wide demographic. Make sure your message is relevant, lasting, and location-driven. The audience can interact with the ads while watching them and learning more about your company.
OOH, advertisements are an excellent way to introduce your product to a diverse market and upper-class consumers. However, they can also be ineffective over time. Many entrepreneurs credit their success to OOH advertising for propelling their businesses to the next level.
Programmatic OOH is a great solution for brands looking to reach a broad audience without investing much money. It eliminates the need for advertisers to negotiate with media owners, ensuring their advertising campaigns are always as adaptable as possible.
Programmatic DOOH targets audiences correctly using data and automation. Programmatic advertising can save time and effort while improving the effectiveness of campaigns. Advertising campaigns can also be tracked and optimized based on real-time data. While both programs require a lot of human effort, programmatic advertising can offer significant advantages in cost, campaign reporting, and audience targeting.
OOH, unique ads can reach as many people as possible in multiple locations and are far more effective. Since most consumers look at ads for a few seconds, ensure to keep messages simple and to the point for the customers.
Programmatic OOH Examples
With this advancement, brands can more effectively tailor their messages to the goals of their advertising campaigns than ever before. When we examine the nuances of programmatic OOH, we discover that it provides even more solutions than you might expect.
Let’s look at some examples of programmatic OOH campaigns in action.
You no longer have to make that decision with programmatic OOH. Instead, your hotel can create two versions of your advertisement: one for business travelers and one for vacationing families.
The system will then use the consumer data it collects for that location to determine when your target audience will most likely see your ad. Finally, just like magic, it will activate the appropriate one for that audience at the appropriate time.
Using programmatic digital OOH, you can determine that your city brings a specific demographic of people within passing distance of a specific digital billboard every Sunday morning, allowing you to pinpoint the time and location where your ad will be shown. What if it’s raining?
What is the solution? Make your DOOH ad weather-appropriate and invite your customers to enjoy their brunch indoors. This can all be done automatically with programmatic OOH.
Imagine you’re advertising new feature films on a digital kiosk outside the mall’s cinema. You have several films to promote, all likely to appeal to different audiences and age groups.
You could loop them and hope that enough people see the advertisement and stay to wait for the one that is relevant to them. But that leaves a lot to chance, and you have a budget to consider.
Digital out-of-home advertising is a form of digital buying and selling of ads that are often displayed at random times. It enables brands to display advertisements to a selected audience of twelve people or at random times when their target audience is most likely to see them. This form of advertising allows for efficiency gains and better media deals.
Programmatic OOH allows advertisers to create customized ads based on various variables. This is especially beneficial for businesses constantly changing their product or service messages. By using data-driven technology, programmatic OOH makes it easy to test the effectiveness of advertisements and make adjustments accordingly.
OOH has traditionally been viewed as a brand-to-consumer (B2C) advertising channel, with posters and billboards strategically placed to capture the attention of as many consumer eyeballs as possible.
With the acceleration of digital out-of-home and particularly the advances in audience targeting and measurement made possible by programmatic OOH, the channel has proven to be a successful part of a B2B marketer’s strategy, designed to drive intent and consideration among business decision makers.
Today’s programmatic OOH technology enables B2B marketers to be more data-driven, targeting granular and behavioral audiences within organizations.
Brands can use the power of programmatic OOH to create custom audience segments based on the specific sector and type of business they want to target by areas such as business centers and event venues.
Programmatic OOH Advertising
There are many benefits of using programmatic out-of-home advertising (OOH). Advertisers can customize their ads, creating excitement for a new film. This type of advertising is highly adaptable. Programmatic OOH has five key benefits for advertisers and marketers. First, it makes advertising campaigns more flexible. Programmatic OOH allows advertisers to focus on delivering the right message, focusing on visuals and content instead of negotiating with media owners.
Advertising today requires adaptability. Programmatic OOH makes advertising campaigns more customizable and affects marketing tactics in five ways.
Programmatic refers to programming advertisements. It also discusses how brands and advertising buy OOH. Traditional OOH requires companies and marketers to negotiate ad spots with the media owner or vendor. Traditional methods involve much footwork and discussion. Also:
- Brand, agency, and media owner communication
- Campaign planning
Programmatic OOH eliminates these stages. DOOH programmatic buying is automated depending on your choices, including:
This lets you make your OOH ad more compelling.
Brands must buy traditional OOH ads in advance, and ads run for the life of the campaign without consideration of reaction, efficacy, or external circumstances. Programmatic OOH makes digital ad optimization flexible.
Because of how programmatic advertisements are priced, brands can scale up, pause, or halt a running OOH campaign. This flexibility helps brands respond to real-time factors and make their budgets more flexible.
Data can be utilized to target your adverts. What if there’s no audience? In traditional OOH, your digital ad would loop at an empty crossroads. Programmatic OOH lets you show adverts only when they’ll be seen by the most consumers, maximizing your efforts.