As the advertising industry becomes more and more sophisticated, marketers are looking to new technologies to help enhance traditional ad formats. One of the biggest opportunities lies with out-of-home (OOH) advertising, which is slated to grow from $7.7bn (2017) to $33bn by 2021. Billboards are the most commonly thought of OOH medium, but OOH goes beyond billboards to include place-based media, like digital boards, bus wraps and kiosks. Like mobile, OOH media allows marketers to engage on-the-go consumers that are difficult to reach with traditional digital or mass media.
So how can marketers get the most out of their out-of-home ad investment? Due to increased scale in high quality location data and more programmatic technology, brands and buying teams are turning to location data to target and measure, not only in digital and mobile, but in all other avenues of their media buying.
Here are four ways you can use location data to enhance your OOH advertising campaigns today.
1. TARGET TO REINFORCE CAMPAIGN MESSAGING
Target people viewing your OOH ads in real time, and deliver complimentary ads to their mobile devices. Amplify your OOH spend by reinforcing your messaging through cross-channel engagement.For example, a “fitness enthusiast” shopper could see an ad on a DOOH at a bus stop while served the same ad on their phone.
Or retarget your OOH ad viewers at a later time and extend your message, with Geopulse Audience.
2. TARGET DOOH INVENTORY USING REAL-WORLD DATA
Through Factual’s partnerships with digital out-of-home (DOOH) ad platforms, you can utilize Factual’s Geopulse Audience segments to target specific DOOH inventory, like digital billboards, that see a high propensity of specific audiences nearby.
3. MEASURE YOUR OOH IMPACT & OPTIMIZE
Demonstrate the value of your OOH ad spend by connecting your ads to real world store visitation. Factual’s Geopulse Measurement helps measure the performance of your OOH ad spend to show in-store visitation. This allows you to refine and optimize your OOH ad buys based on real world performance metrics.
4. BETTER UNDERSTAND YOUR CUSTOMERS
The way people behave in the real world can be the most powerful signal for understanding who they are and what they want. Factual’s Geopulse Insights can go beyond online browsing patterns to help OOH advertisers gain location-based audience insights. With this in-depth analysis of your customers’ real world behavior, you can create custom OOH audiences inform your targeting and messaging strategies.
Interested in learning more about leveraging location data for OOH? Contact our team of strategy experts today!