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In a world where seemingly everything has to fit on a phone screen, digital out-of-home (DOOH) advertisements stand out in a way that banner ads can’t. In fact, 91% of advertisers believe DOOH can deliver both upper- and lower-funnel metrics. DOOH ads are big, noticeable, and they’re getting better every day with improvements to audience reach and adaptability. Let’s take a closer look at the details and see what Genius Monkey users can expect from this growing channel.
Targeted DOOH is a Reality
Statista reports that DOOH has an average growth of 7.12% each year, with a projected market volume of $25.12 billion by 2029. DOOH ads offer the best of traditional and modern advertising; the reach and targeting of programmatic with the unintrusive and wide-reaching nature of OOH. It does this by leveraging consumer data gathered from the devices themselves combined with other data from partners or other platforms.
AI and machine learning has particularly advanced this aspect of DOOH’s development: data collection and analysis can now be done fast enough to enable real-time bidding for DOOH devices. Golf club advertisers can know when there’s a larger-than-average gathering of golfing enthusiasts and bid to get their ad visible right away.
DOOH Stands Out by Blending In
DOOH ads generally aren’t perceived as intrusive in the lives of consumers; many consumers have reported that DOOH ads can contribute to a social atmosphere or even a sense of sophistication. This is where DOOH can work its magic, tailoring messages to consumers based on their immediate circumstance.
When messages were related to current weather conditions, 81% of consumers found them “highly relevant" and “useful”. Research firms have reported that 82% of DOOH-viewing consumers report aided brand recall. In another study, 84% of shoppers looked favorably on DOOH ads featuring deals at restaurants; a further 86% said the same thing about groceries.
Genius Monkey data has also shown that DOOH isn’t just good at grabbing attention; it’s very effective at leading consumers to conversion. According to Yahoo!, one of Genius Monkey’s DSP partners, advertisers have reported an average 10% lift in consumer purchase intent after exposure to DOOH ads in convenience stores, gas stations, malls, and pharmacies. Yahoo! also reported that 68% of viewers engaged in action after seeing a DOOH ad in an airport.
More broadly, one study reported a staggering 76% of consumers took action based on a displayed DOOH. Taken altogether, it’s clear that DOOH is a powerful full-funnel machine, leading people through every stage of the customer journey.
Programmatic DOOH: How it Works
Traditional OOH advertising has one huge limitation: no reporting. Advertisers running campaigns may see a lift in traffic or sales, but there was no way to connect it back to their OOH ad efforts. All of that is solved through Digital Out Of Home with Genius Monkey, which is fully trackable!
When running, Genius Monkey uses a proprietary algorithm to determine qualified user exposure to your DOOH ads. The algorithm uses geospatial data provided by the user and information about the DOOH screen (average daily foot traffic by the screen and so fourth). In addition to this detailed impression data, Genius Monkey leverages custom QR codes to allow for full “click through” tracking and reporting, making it easier than ever to incorporate what was a traditional advertising medium into a full-service Meta-DSP.
DOOH used to involve lengthy negotiations and contracts, but no more! As their potential is ever more realized, more DOOH inventory is opening up for advertisers to secure programmatically like any other digital ad. Now, DOOH can be inserted seamlessly into any digital strategy.
Genius Monkey has access to the largest DOOH SSPs/Exchanges/Vendors, including – but not limited to – Clear Channel, Vistar, Touch Tunes, Atmosphere, Lamar, and many others. DOOH is a flexible and adaptable medium like programmatic audio, and can be used at any stage of the sales funnel.
Genius Monkey’s granular reporting will let advertisers see each individual sign or screen placement if desired, granting unparalleled visibility and control.
Other Notable Advantages
As if the high engagement and trackability wasn’t enough, DOOH comes with some inherent perks of its own:
- Since the ads aren’t normally surrounded by other content, advertisers don’t need to worry about brand safety with DOOH ads
- Because DOOH ads don’t rely on clicks, ad fraud and other reporting errors are very rare
- DOOH ads are unblockable and unskippable!
Make DOOH a Part of Your Programmatic Suite
It’s time to welcome DOOH to the family! Another programmatic medium means one more possible branch on your consumer’s path to conversion, and one more unique way you can reach them.
As with all other mediums, DOOH works best as a part of a larger campaign utilizing all the programmatic channels with a clear purpose. Advertising randomly can sometimes yield results, but a multimedia push through an all-in-one platform is the best way to see lasting success.
Genius Monkey is a data-driven platform built to seamlessly weave all the programmatic channels together into powerful campaigns. If you’re ready to start taking advantage of DOOH or just begin your programmatic journey, then get in touch with Genius Monkey today.
