Digital marketing and out-of-home media (OOH) may seem like an odd pair. If you’re a digital marketer, you might even be thinking, “What’s an OOH media company going to say that will improve my digital media performance?”
We’re glad you asked!
OOH media can help you, digital marketer, in many ways:
- Improve clicks and conversions
- Build brand credibility in the real world
- Drive awareness and preference
- Enhance the online story with creative impact
- Fuel offline buying closest to the point of sale to close the loop on digital spend
- Motivate user-generated content
- Encourage online engagement
- Multiplies the effect of digital messages by reinforcing them over and over
So let’s tear down those siloes. Digital there. Traditional here. Let’s be honest; that’s bullshit! Great marketing is achieved when we can come together. When we collaborate on the strategic level, amazing things happen. Both channels are reinforced and the efficient output is just better.
Online. Offline. Let’s both get on the line.
If you’re wondering how you can improve digital marketing performance, OOH is an effective tool.
We spend over 70% of our waking hours away from home. OOH reaches 90% of U.S. residents age 16+. OOH should be included to any media campaign, because:
- People trust physical OOH messages; OOH is one of the top ranked media for credibility following print.
- Our creative is huge – it gives you ample real estate to make a bold statement and grab attention.
- We don’t have to contend with skip buttons, ad blockers, bots or fraud – sound familiar? We can surround and immerse people in real life.
- With massive reach, we can help scale your campaigns to build awareness, familiarity and even custom audiences.
- Location, location, location. OOH can drive contextual relevance to your online messaging – based on proximity.
- When you add OOH to the mix, your overall ROI improves.
Goal: Brand Awareness
Are you weary of opening emails from unknown senders? We humans have learned to be suspecting of new names popping up on our devices.
One of the benefits of out-of-home media is that it is well perceived and trusted. So whether it’s a new brand or a new product/service offering, OOH is a safe place to introduce people to what you’ve created.
With channel proliferation and fragmented media, advertisers are turning to OOH to reach a wider audience. OOH also reaches specific audiences in a hyper-targeted manner, aiming the message at segments in places where the message most resonates. Its large creative dominance cuts through the clutter in a natural way – in someone’s real world environment.
Dual-channel targeting increases the frequency of the message. It’s important to use cohesive creative across both channels to ensure optimal recall.
During its integrated campaign, Drinkfinity saw a surge of branded searches and decreased the cost per qualified visit. Their OOH + mobile case study shows how an integrated campaign can build brand among a key audience in a cost-effective way.
Goal: Drive In-Store Visits
Cuebiq’s annual footfall attribution study shows that out-of-home media outperformed both mobile only and mobile and web by far. Our advertisers have been able to vouch for this truth for years. OOH media near the retail location absolutely influences brick-and-mortar visits.
Cuebiq’s report shares how a fitness brand generated a visit lift of 303.24% when using OOH alone. This is greater than the results of digital marketing alone, which only generated 69.76% lift. However, when they paired the OOH campaign with the mobile campaign, the results grew massively. The combination media mix demonstrated a visit lift of over 554%. What’s more, 42% of those who visited the store did so within one day of being exposed to the advertising showing an immediate response.
We’ve found over and over and over and over again that when mobile and OOH work together, the campaign achieves greater results than the simple sum of both parts.
Goal: Online Engagement
Nielsen’s 2019 OOH Advertising Study reports that 66% of smartphone users took action after seeing an OOH ad. This includes online search and social activity. An OOH ad can generate more online engagement than a digital ad!
Our advertisers have found time and time again that when they plan their mobile display ads in conjunction with the OOH campaign, their clicks skyrocket. Mobile billboards literally drive higher click-through-rates.
- Sam’s Club: 1.07% CTR
- Ulta Beauty: 0.84% CTR
- Comcast Xfinity: 1.32% CTR
- DB Schenker: 0.96% CTR
The correlation between the OOH audience and the digital audience drives better clicks. In fact, Ocean Outdoor and NeuroInsights found that 48% of us are more likely to click a mobile ad after seeing the same OOH ad. One builds real-world familiarity, and the other provides a point of conversion to learn more or take action.
You may also want to encourage direct mobile interaction with the OOH creative. Spotify used a mobile tag on their creative to deliver people attending Pride events in Miami a specially curated playlist. You could use a Snap Lens, QR code, augmented reality trigger graphic or other point-and-click image that will unlock digital content for the OOH viewers.
OOH campaigns make great social media content, too. Celine earned 161K views of an Instagram post featuring a mobile billboard. That doesn’t count all of the bystanders who were also snapping and posting photos and videos of the 6 mobile billboards that dominated NY Fashion Week and the high fashion districts of Manhattan. Great OOH creative can spur user-generated content and communication.
In short, the large OOH ad sends people to their small screens.
LOCATION DATA + OOH
83% of marketers say location-based marketing achieves higher responses.
With location marketing comes location data. Location helps us understand more fully a customer’s needs or interests, how the flow about their days and what stores they actually go to versus what their digital behavior may otherwise suggest.
Location is an effective trigger when personalizing content or delivering ads to the right person at the right time – when they’re nearby the point of sale. Location is a mighty powerful way to strike when the iron is hot. It’s a last-touch marketing influence that has equally mighty powerful results.
So let’s think about location. We’re talking local marketing, but what’s a local audience? A market? A DMA? A zip code? City limits?
When we in OOH media talk about proximity audiences, we get nitty gritty and rather granular. It’s this particular polygonal-shaped store. Or this particular sporting event. It’s the exact route where we send our mobile billboards.
Advancements in technology have allowed us to tighten up our digital marketing geofence to hone in on the precise OOH audience seeing our ads. Our optimization strategy is to bid aggressively but bid small at these pre-defined locations and to the devices closest to the OOH message.
By collecting first-party data once we serve an impression, we’re able to curate an OOH audience for your digital campaigns. This allows advertisers to retarget the same people who saw the OOH message with digital ads. Of course, every mobile display campaign can be personalized based on various segmentation, daypart or ad sequence that makes the most sense.
We can also gather audience insights. From this data, you can start to profile the OOH audience by location. You’ll be able to understand the OOH audience based on age, gender and affinity. You’ll know which OOH placements are engaging your target demo the best, so you can optimize your media spend in those locations.
But beware! Affinities and location data don’t always match up. Someone could be doing a lot of dream-searching on Nordstrom but actually shopping at TJ Maxx. Location data helps to identify real-world behaviors.
We can also report on verified walk-ins. This is a count of devices who were seen near the OOH message, served a mobile display ad and then later entered a store.
OOH has notoriously been hard to track in attribution reports. Today, we can measure the OOH impact on any campaign. When you leverage OOH + mobile advertising at scale across multiple markets, you’re going to see fantastic results and collect a lot of data that can be turned into insights.
At the end of the campaign, the digital marketing team receives a lot of information:
- Device IDs that were served impressions at each point of interest inside and outside
- Audience exposed to the OOH message for retargeting purposes
- First-party audiences based on event attendees or location visitors
- Density and performance of each location or location category, such as entertainment venues v. retail stores
- Simon Malls geofenced the Super Bowl festivities in Atlanta to remind visitors that the game wasn’t the only attraction in town.
- Supercuts geofenced new salons, competitor salons and MLB games to activate their corporate sponsorship.
- Dentsply geofenced a medical convention.
- A new emergency center in Houston targeted family-friendly points of interest nearby the new facility.
- Design the mobile billboard creative and digital creative with cohesive imagery and messaging
- Strategically choose locations where the right audience will be physically
- Drive or place the OOH messages at those key locations
- Serve mobile display ads in those key locations and also to those devices closest to the OOH ad
- Retarget the device IDs you’ve collected from the locations and OOH ad to remind users of the offer or to tell more of your story, wherever they go
The advertiser owns all the data – by location – that we collect.
DIGITAL MARKETING SUCCESS STORIES
Since we began offering integrated advertising solutions, we’ve worked with many brands who have seen a positive outcome.
Comcast’s Xfinity wanted to encourage college students to subscribe. We drove an OOH ad right on campus – and served mobile display within the campus geofence. The creative was contextually relevant to students and also unified across both the mobile display and the mobile billboard. The result? A high click-through-rate that annihilated the industry averages.
A dental insurance company was promoting its product that is only available to Federal employees. So what did we do? We targeted Federal buildings. We dominated with mobile billboards as employees came and left for their days, and we geofenced the buildings in order to build an audience of likely employees inside that we could then retarget across all of their devices. The goal of the campaign was to secure 50,000 new enrollments. The result after an integrated media campaign was actually 82,000 new enrollments.
Mattress Warehouse was able to attribute 127 verified walk-ins after a short integrated advertising campaign.
Overall, our advertisers see an average 56% increase in click-throughs when they pair their digital marketing plan with OOH media. For one of the large wireless players, we achieved a 524% greater CTR compared to the industry average. The client was so happy with the digital results that this OOH media company achieved for them that we’ve continued to run campaigns for them.
A strong CTR is the first defense on any digital campaign. By letting the OOH drive familiarity and frequency, the digital marketing team can reap the reward of higher online engagements, conversions and campaign KPIs. Would that make YOU happy, digital marketer?
This fall, The Out of Home Advertising Association of America (OAAA) launched the ‘OOH is Real’ campaign during New York’s Ad Week. The campaign demonstrates how OOH media creates interactive brand experiences in the real world. The campaign hypertargets advertising decision makers to remind them that OOH enhances digital media plans.
It’s a reminder that OOH is real. We want to collaborate with digital marketers to make every integrated campaign better, stronger, badass. That’s why digital marketers like OOH media – no digital media plan is complete without OOH.
OOH creates big, bold statements. After all, some creative ideas are too big for a small screen.
So how do you plan an integrated campaign?
OOH can only make you a better digital marketer. Brands like Hims, Apple, Netflix – even Facebook – are using OOH media to drive results. Do you want to improve your own digital marketing performance? We can bring your message to the real world. Let us know where we can help you.