Mobile and new technologies have made it easier for us to further engage our out-of-home (OOH) audiences. Also, we can now collect important data that helps us understand the OOH audience better. Our President Regis Maher recently served on a speakers’ panel at the OAAA/Geopath OOH Media Conference and discussed our innovative solutions. To recap, here’s a look at how we leverage data for OOH media campaigns.
New data empowers us to execute data-driven marketing for improved results. If you’re a media planner, this data will make your plans oh-so-much more effective (and make you look like a badass rock star).
Proximity-Based Mobile Ads
When we first started offering mobile display advertising as an enhancement to our OOH media programs, we were focused on amplifying reach. Boy, how our thinking has evolved from those early days! Sure, we can amplify reach, but we’ve really proven the power of frequency across channels. There’s so much more that an integrated campaign can deliver to an advertiser than just more impressions.
How it works: someone sees a mobile billboard then is also served a mobile display ad with a unified creative and message. Both the physical and digital ads deliver in strategic locations, which we’ve already identified as relevant places to your target audience. Both ads reinforce each other. There’s a natural synergy. OOH builds awareness and credibility. Mobile display offers an opportunity for online engagement and conversion. The sum of the integration is greater than the two parts.
Studies show that we are 48% more likely to click a mobile ad after seeing the same OOH ad.
Our campaigns support that data. Advertisers have consistently scored higher click-through-rates when they plan their digital in conjunction with their out-of-home media. The click is the first line of defense for any online campaign. More clicks means you move more people through your digital marketing funnels to achieve your specific KPIs.
Our mobile display ads are optimized to reach the same audience seeing the OOH message. We’re hyper-focused on location optimization and delivering each campaign based on proximity.
A strong CTR isn’t the only benefit of an integrated campaign. By collecting first-party data once we serve an impression, we’re able to curate an OOH audience for your digital campaigns. This allows us to retarget the OOH audience to send them additional messages, furthering moving them through the funnel. Of course, every ad delivery can be personalized based on various segmentation, daypart or ad sequence data you’d like.
When deployed at scale with campaigns across multiple markets, you’re going to see an uptick on the needle.
We can also glean insights about this same OOH audience. Our digital team can share advanced metrics, or you can use your own Google Analytics to measure audience insights. From this data, you can start to profile the OOH audience by location. Now, you can measure the OOH audience based on age, gender and affinity. This will help you know which OOH placements or routes are hitting your target demo the best, so you can optimize your media spend in those locations.
One of our favorite ways to leverage data for OOH campaigns is by measuring verified walk-ins. This is a count of devices who were served a mobile display ad and then later entered a store. Mattress Warehouse, for example, was able to attribute 127 verified walk-ins after a short mobile + OOH campaign. When was the last time you walked into a mattress store?
Because we are serving mobile display impressions in close proximity to the OOH message, this also signals that the verified walk-in was exposed to the OOH media. Verified walk-in metrics strengthen our argument that OOH should be included in every media plan. Driving foot traffic into stores is one of many benefits of OOH media.
Today, we can measure that impact.
Real-Time Impressions by Location
We are currently developing an impressions methodology that uses facial detection technology. It’s something we’re excited about for the future.
This is artificial intelligence (AI) that supports the OOH industry. With facial detection, we can aggregate anonymous impression data. The cameras installed on our OOH media formats will count impressions by location, by day and by time of day. We will one day be able to report back to advertisers:
- Impressions (number of people we passed)
- Views (number of people who were looking straight at us)
- Dwell time (how long they were exposed to the OOH ad)
- Percentage of male v. female impressions
- Age range of those impressions
For all of you OOH media planners who like an impressions number in your grid, this technology could potentially deliver that. (Again, you’re so badass.)
More importantly, we could leverage data for OOH planning. We’d be able to assess:
- Optimal locations by number of impressions or right demo
- A/B testing of creatives based on the views/impressions metric
- Personalization of the creative based on the demo of the key locations
- Accurate dayparting for the OOH schedule based on peak days/times of days at each location
We’re very excited about the future of facial detection and how we can validate our impressions metrics in real-time.
Advanced Mapping Software
We’ve built our mobile billboard empire based on customized routing. We drive where your precise audience lives, works and plays. We strive to reach the right audience in the right places at the right times.
In order to deliver on that promise, we use sophisticated mapping software. And our amazing routing specialist!
We layer in census data or, at times, even subscribe to mobile data to heat map where your target audience is within a particular market. Then, we pinpoint relevant locations: retail stores, competitor locations, event venues or high traffic areas. From here, our software customizes a route that prescribes our driver turn-by-turn directions. This custom route offers the most efficiency in providing the highest coverage possible.
Some campaigns strictly adhere to the turn-by-turn. Other campaigns rely on the driver’s in-market knowledge to put the ad message in front of the largest audiences of the target demo as possible. As a general rule of thumb, routes targeting one location, such as a grand opening or an event, are kept within a 3-5 mile radius. We recommend targeting no more than 20 locations within a 10-mile radius per day. Our software helps us efficiently group locations and assign mobile billboards accordingly to ensure that each location is getting the right amount of coverage. We’ve found this to be very effective at achieving the right mix of reach and frequency.
With OOH media, you reach a specific audience during key moments at relevant locations.
But what if you need to avoid certain locations? For our cannabis, alcohol and vaping clients, we have developed what we call “red zone routing” solutions. This lets us target the right locations without going within 750 feet of schools, churches, playgrounds or other no-go areas.
Advancements in mapping data provides stronger campaign routes.
All of this data combined helps us understand people patterns for predictive OOH placements and strategic routing. Collecting data isn’t impressive; turning that data into insights leads to data-driven marketing decisions. The insights we discover help us to inform our campaigns. And with data-driven campaigns, advertisers see stronger results.
To learn more about how to leverage data for OOH media planning, please contact us. We are happy to share with your team(s) how we’re driving data-driven marketing campaigns.