Why Advertisers Can't Afford to Overlook Digital Out of Home for the Omnichannel Era

Digital OOH DOOH is emerging as one of the fastestgrowing advertising mediums With a 242 jump in ad revenue between 2021 and 2022 it was a second consecutive year of doubledigit growth Programmatic OOH is also on the rise projected to cross the 1 billion mark in ad spend globally by 2023 according to the OAAAConsequently the ad tech industry has taken notice Major omnichannel DemandSide Platforms DSPs are investing in DOOH through direct OOHSSP integrations Platforms including Google39s DV360 The Trade Desk Yahoo and many others now offer their users access to a rich and diverse footprint of DOOH inventoryThis is good news for marketers It is now easier than ever to costeffectively reach onthego audiences with a medium which delivers impactful brand messaging in unique consumer touchpoints that are inaccessible through other advertising channelsTackling Hard to Reach AudiencesNiche audiences can be challenging for advertisers to access in online digital media due to small audience pools or contextual targeting fragmentation Affluent audiences for example can be inaccessible on some websites apps and streaming platforms due to adfree subscriptions However OOH advertising creates opportunities for marketers to either reach mass audiences at scale or to efficiently message their target audiences in the specific neighborhoods workplaces leisure or shopping venues they visit in their everyday livesOOH is often looked at as an upper funnel tactic with large billboards being the first format to come to mind But OOH is more than just billboards it includes gas stations gyms office buildings grocery stores doctor39s offices pharmacies salons and much more As such OOH also supports lower funnel tactics through its ability to reach and influence people in places where they spend money Whether it39s buying drinks at a bar buying groceries or shopping for clothes OOH is often the last advertising touchpoint available to brandsWith new access to programmatic DOOH inventory digital marketers can now capitalize on these opportunities and easily extend their programmatic campaigns to include more than just personal devices The challenge that marketers face however is with navigating the landscape of an emerging programmatic channel and learning how to activate and integrate DOOH effectively alongside their overall marketing mixHere is my adviceActivate within your preferred DSP Most advertisers can now use their preferred DSP to include OOH in their crosschannel campaigns This allows advertisers to aggregate reporting and maximize spend efficiencies with a single technology platformMaintain full control of strategy targeting and execution By executing from within an omnichannel DSP campaign managers can choose exactly how much they are spending across each channel market environment and tactic with the flexibility to make changes at any timeLeverage data to target specific audience segments Mobile location data has enabled the OOH space to identify realworld movement patterns of specific audiences and buy inventory which overindexes in reach against those target audiences Be sure your omnichannel DSP has the required OOH audience targeting capabilities or work with a specialist OOH partner to filter out offtarget and poorquality inventory on the supply side While many omnichannel DSPs have created access to OOH inventory complete targeting features and functionality have yet to fully roll outKnow your inventory Within the OOH space some screens and environments may not align with your expectations For example a tattoo parlor may be classified under 39salons39 which may work well for some advertisers but misalign for others Additionally while brand safety is simpler to manage in OOH compared to the open web there are still venues and locations which may not be viewed as brand safe for certain advertisers Tap into an OOH expert partner to curate the right screens for your messagesNegotiate preferred rates OOH is no different from any other programmatic channel where volume and market intelligence unlock favorable pricing compared to the open market Leverage your entire OOH spend programmatic and direct and capabilities to get access to preferred pricingGiven the challenges of audience and media fragmentation advertisers are actively looking to consolidate their media spend into their omnichannel DSPs With the technical advancements in OOH digital buyers can now tap into the array of new screens available to them to unleash the full potential of their omnichannel marketing strategies Leverage all of your programmatic capabilities and your OOH partners to maximize effectiveness in the omnichannel eraClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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Why Advertisers Can't Afford to Overlook Digital Out of Home for the Omnichannel Era

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Danielle Rind

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Why Advertisers Can't Afford to Overlook Digital Out of Home for the Omnichannel Era

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