Think traditional billboard advertising, then flip it on its head and add personalised touches about the weather, the clothes you buy, your thoughts about what to grab for lunch… You’re thinking about it already, aren’t you?
DOOH (Digital Out-Of-Home) advertising is not only about digital billboards, but also about making content specific to the audience and placing it where the audience profiles are likely to see the ads.
Imagine you’re on your way home from a long day at work and you’re hungry for dinner. It’s pouring down with rain, you’re out of food at home, and you want something quick. You look up in the streets of London and see a digital advertisement flash up at 6pm about JustEat, asking you the simple question ‘hungry?’ Yes. This is where DOOH comes into play; by continually optimising advertising campaigns to target and engage specific audiences, programmatic digital OOH can bridge the gap between digital and OOH.
Understand your audience
At Natives, we understand the importance of understanding our students. So, we’ve done a lot of research into Gen-Z, one of the biggest groups for digital advertising consumption. Our research has found that Gen-Z love ads that have personality and a sense of humour, and DOOH offers the opportunity to quickly adapt messaging to perfectly fit both the audience and the timing.
So how can student marketers take advantage of DOOH?
Using contextually relevant and timely campaigns across multiple platforms; mobile, desktop and DOOH, Scoota does away with the distinction between OOH and digital advertising, and mashes them together. Now, that’s innovation.
Scoota offers personalisation that goes beyond the basic, through utilising dynamic elements over simple variations. This means that messages are customised and ever-evolving to target the right audience. They include creative message variations and can be activated at different times of day, or in response to certain behavioural data segments, which can be incorporated into advert messaging. Clever.
Opting for this innovative service uses automated bidding controlled by external elements, which allows Scoota to provide adverts that are constantly optimised, in line with the system’s AI engine. Once they know how their ad performs, they can distribute the ad accordingly. Simple. This fusion between digital advertising and more traditional OOH has been widely successful, due to its flexibility. And campaigns can be tailored to suit a variety of factors to make the advertising pack more of a punch.
Proof is in the pudding:
Here are some examples to show you what DOOH advertising is made of:
Nivea promoted its sunscreen products using a 10-second display video on digital OOH billboards. They targeted locations where the weather forecast was over the threshold for UV and temperature to maximise the campaign’s effectiveness.
Another success story is the commuter targeting adopted by Pret a Manger. By running dynamic ads across train stations in London and Bristol during targeted time slots when commuters were likely to be considering what to have for lunch, they hit the mark.
It’s these personalised ads that really resonate with Gen-Z, and speak to the target consumer. But, of course, relevance is something we have to remember in all aspects of marketing. Put simply, if an advert isn’t relevant, then your audience isn’t going to engage with it. Personalising your ads so that your messaging varies with the location it’s displayed in, or the current weather conditions, is a smart way of grabbing that attention and ensuring your ads are as memorable as possible. Prospective students in rainy Liverpool could be seeing ads which dynamically show the messaging “Come join the sunshine down in Britain’s Ocean City, Plymouth” - and it’s a sure bet of getting that attention.
Are you ready to push the boundaries of OOH? Get in touch today.