While many people think of out of home as a mass play, digital out of home has always offered a variety of targeting options from broad to highly defined population segments. Those options get better and more granular all the time. Some of the options available include:
- Demographics: The broad range of DOOH venues makes it possible to deliver to a well defined demo. You can target by gender, age range, income, market, ethnicity, and more. While you are unlikely to get 100 percent composition, you can deliver a highly targeted campaign.
- Venue: Naturally, there are a variety of venue targeting options. In-store vehicles let you reach consumers when they are most likely to be persuadable. Here there are options to target by class of trade (grocery, drug, mass, convenience store) or even by chain/chain and market. In-taxi media might be a powerful way for NY entertainment venues, for example, to drive awareness and purchase intent.
- Location: This can range from a general location, like the Long Island suburbs, to a particular one, like medical offices. Additionally, digital outdoor also offers the option, pioneered by traditional OOH, of targeting by proximity, for example, within a certain number of miles from a Walmart.
- Behavior/affinity: Adcentricity also reports that behavioral and insight targeting are also becoming much more common. Says their authoritative planning guide, "The practice of deep data based/rationalized targeting is growing daily to rationalize plans and justify solutions to the end client." Interactive units surely play a key role in this regard.
- Daypart: Many DOOH options offer the opportunity to schedule impressions and exposure by daypart. For example, a board might feature Minute Maid in the morning and MGD at night.
When to use DOOH
In order to best make use of DOOH, it's important to think about it in the context of overall marketing objectives and tactics in use. In my view, DOOH should be thought of as part of an overall marketing solution -- a supporting part.
I've put together six use cases that illustrate a broad range of situations in which DOOH can play an important role. Consider the following:
- Mass reach: DOOH can be great at this. From digital boards at key locations on highways, to a broad scale buy at the entrances of retail stores, DOOH can hit tens of millions of people in a week or less. I think it's best to think of this as supporting media in a mass reach effort, because the more passive nature of the broadly targeted units likely make them less effective at telling a complete product story. But in-store TV, for example, would be great at reminding consumers of a new product they've seen on TV, putting the item top of mind as the consumer wanders the aisles. Similarly, a digital billboard on the 405 in LA could remind millions of a TV premiere or the like.
- Addressing underdelivery: DOOH is particularly good at reaching consumer groups that tend to be harder to pinpoint with traditional and PC-based digital media. For example, Toyota spent heavily to introduce its entry level Yaris car to young people through cinema advertising. The creative helped make the messages particularly resonant with the well defined audience segment.
- Situational awareness: Imagine you are a tourist visiting New York City. You see an ad for Sweeney Todd on the In-taxi TV. Odds are that you are more likely to buy a ticket, no? Or how about this: You are waiting in a doctor's office for an appointment to discuss joint pain. An ad for Celebrex appears on the screen in the lobby. Again, you're a lot more likely to "ask your doctor about Celebrex." Or how about this one: You work in an office building. It's lunchtime. As you ride down the elevator, Subway's "$5-dollar foot long" offer appears on the in elevator TV. You're that much more likely to go get that big sandwich, yes?
- Promotion delivery: You can make offers available to consumers through interactive units AND display units. For example, a billboard might offer a short code to download a coupon. Or an interactive unit might offer the option of a QR code to deliver an offer to a smart phone.
- Real and symbolic brand support: In-store TV or kiosks will help drive more brand sales. But they also are very marketable to retailers that you are serious about the success of that item. That you're committed to drive velocity. This might be a great alternative for premium priced brands to pursue versus circulars and end-cap discounting.
- Product immersion: Interactive units, in retail or in captive locations, can give consumers an opportunity to "go deep" in product information. Imagine your cough medicine has eight formulations. An interactive display can help the consumer find exactly the right set of benefits for them.
Naturally, the opportunities and situations in which DOOH can help support your efforts are quite broad. The important thing is to consider DOOH as you consider all of your other media options, because it may well provide an edge.
Media costs cover a broad range, with many broad vehicles offering CPMs similar to good online media, and more highly targeted tools charging significantly more for their precision.
Digital out of home units tend to be rather "forefront." They have the motion characteristics that demand consumer attention, and often appear in "captive venues" where there are few other distractions. Indeed, that is part of their power. I am sure some will take issue with this article for not vilifying certain DOOH vehicles as "over the line." I'll leave it to you to decide what's OK and what isn't.