Digital Out-of-Home Placement
October 26, 2020
Keeping a flexible marketing and media strategy has been a common theme for 2020, and I don’t see it disappearing anytime soon. With consumer trends in a constant state of flux, it’s important to reframe your goals, placement, and KPIs to meet consumers in their preferred spaces – and to include appropriate purpose-driven messaging.
You’ve seen me write about it quite a bit lately, but digital is an ideal space for allowing flexibility and pivots in response to changing economic and health concerns. On top of that are the metrics and trackability of performance that allows you to make these changes frequently, if not daily. I strive to find the perfect balance of digital and traditional suggestions for media strategies, but my team will be the first to tell you that my preferred outlets are usually digital due to their benefits. Be it programmatic, social, search, or a multitude of others, I believe there is a right fit for every demographic out there. Added to my list this week is digital out-of-home (DOOH) placement.
Although social distancing measures are still being implemented around the world, more and more consumers are itching to get out of the house and frequent their favorite spots or hit the road for a long weekend. Those once deserted streets that meant no eyes on your billboards, bus posters, mall ads, and more, are now slowly heading back to our new version of normal. Yet there is still a ton up in the air and a need for consistent adjustment, so I’d recommend you not move back to traditional OOH. Instead, give DOOH a try for the following reasons:
Easier to Change Messaging/Creative
Traditional OOH requires your message and creative to be updated manually – a crew of people to head out to the selected location and physically replace the outdated creative. Depending on vendors, this exchange can often take weeks – will the new message even be applicable at that point? DOOH allows your production team to trade out ads at a quicker pace, and without the need for manual updating, which provides you with greater flexibility.
DOOH is often more expensive than traditional OOH when it comes to purchasing the space. However, in weighing the costs of paying for new ad production in traditional vs. the expedited value of updating digital OOH with greater ease, the saved time and hassle far outweigh actual spend.
Prepping for the Future
Making a move to DOOH is also setting your brand up for success down the road. OOH is slowly evolving to meet digital demands, and programmatic placement is on the horizon. Working now to prepare your team for that eventuality means you’ll be ahead of the game when programmatic DOOH becomes more readily available.
DOOH may not be the best solution for every business or brand out there, especially since traditional OOH still rules the more rural locations. However, DOOH is an optimal solution if looking for flexibility and room for growth if it’s available to be seen by your target audience!