Media planners, it’s time we talked about finding the right digital out-of-home partner. Too many DOOH ads are placed in locations and contexts that don’t match the campaign’s objective. Simply stated, we want you to stop wasting media budgets by explaining what’s going wrong. Proper placement and situational context are as important as the message for successful DOOH campaigns. [H2] Understanding Digital Out Of Home Advertising
Successful DOOH strategies are rooted in situational context and environment. Consider how the placement of digital screens affects how people use them, and how advertisers can best support those opportunities.
For example, DOOH placed in a transit station will have a different impact than a billboard on a freeway. Why? The audience is in a different position. Not just geographically, but also mentally and situationally. What they need to do and what they can accomplish in both moments are quite different.
An easy way to understand that idea is with DOOH displays in a grocery store aisle.
Those digital screens are located at a point of decision/purchase. The intended impact of messaging shouldn’t be to build awareness; instead, it should create urgency that drives a purchase. Conversely, a digital screen in a trendy nightclub or bar should align with the vibe, style, and attitude of the audience at that moment. A nightclub is not a time or place for lengthy, detailed product education or quick sale conversions. Its best application is often to build awareness and support brand positioning.
The Importance of a Strategic DOOH Partner
Our DOOH example scenarios demonstrate why agencies need a savvy DOOH partner. Both underscore how the environment should shape content long before it is created. However, without a sophisticated DOOH partner to point it out — and to strategize how the message should be shaped — the opportunity might be missed.
That kind of expert, collaborative insight is a game-changer. More accurately, a campaign maker. What’s more, it can only come from a strategic DOOH partner focused on delivering results.
Honestly, anyone is willing to place creative in a DOOH space. However, only experienced DOOH partners will support your creative strategy development.
Expert DOOH Tip
DOOH injects an additional sensory stimulus (motion and, in some cases, sound) into an established high-traffic environment. As it does so, it’s fighting to attract people on the move. It needs audiences to pause, engage, and change their beliefs, actions, or intentions. Achieving that takes a level of deep expertise and experience that a vendor mindset will never supply to an agency.
Four Considerations for DOOH Advertising
- What is the audience mindset in the environment?
- What is the purpose of the environment?
- What is the tempo/pace of movement through the environment?
- What are the social expectations for behavior in the environment?
BONUS TIME: Connecting the Dots of DOOH Advertising
Here are a couple of key understandings media planners and agencies should take to heart when implementing DOOH campaigns. These, and others, are exactly the kinds of advantages agencies gain by working with a strategic DOOH partner.
- Screen location affects how the audience interprets the content.
- Movement patterns through the environment impact audience attention span.
Understanding how those strategic DOOH foundations empower media planners to maximize campaign effectiveness.
Ready to Find Your DOOH Advertising Partner?
Deep experience with DOOH advertising is just one aspect of in-the-moment marketing — a strategy created by Momentara. We turn in-store, out-of-home, and event promotions into useful touchpoints that sync with the customer’s routines to encourage behaviors. The Momentara approach makes your marketing messages a welcome, impactful, and natural part of the customer’s day.
Whether your media buying needs are focused on DOOH advertising or if you’re intrigued by the omnichannel opportunities offered by Momentara, we invite you to reach out. We bring you the technology, experience, production, scale, resources, and national presence to build certainty and programmatic success.
