Digital Out Of Home and mobile advertising are gaining importance both in the world and in Poland. The increase in popularity of DOOH also results, to a large extent, from the minimally invasive nature of this medium, constant connection to the network and flexibility of activities. The content of the campaign or advertising message can be tailored to the time of day, weather conditions or location. It is possible to implement almost any concept, only limited by imagination of a creator. The advantage of mobile is, first and foremost, the reach of a precisely defined group of recipients at any place and time by using profiled data about smartphone and tablet users.
DOOH advertising is becoming programmatic. Increasingly, outdoor technology providers are joining forces with DSP systems, allowing for the automation of the purchase process and optimization of Out of Home activities. Programmatic DOOH differs from programmatic RTB, because so far it is not subject of real-time auction transactions. Most purchases are made with a guarantee of fixed price for the surface. The reason for this is the lack of sufficient demand. However, the automation of the sales process allows for more dynamic and targeted campaigns that can be modified during their duration based on the collected data.
In this way the problem of traditional outdoor campaigns is avoided, i.e. the inability to monitor and estimate their results. The integration of Digital Out Of Home with programmatic solutions allows to measure the activity of recipients and the effects of actions taken at the same time. As a result of access to data in real time, it is possible to control advertising costs and the frequency of its display at any time.
An additional advantage of DOOH is the ability to implement campaigns based on the ability to connect LED screens with devices such as smartphones and tablets, as well as specific websites and applications. As we wrote in one of the previous articles, Digital Out Of Home works well with mobile solutions. Both technologies, thanks to their flexibility and capabilities, allow to connect online and offline worlds. They enable the transfer of personalized content, individual access to the right consumer and conducting interesting interactive campaigns, the purpose of which may be surprise or commitment of the recipient. This is evidenced by foreign cases from campaigns that show that people in the era of smartphones and tablets are eager to engage in games on digital media.
So far, there has been a lack of tools on the market that use a large amount of data to plan DOOH campaigns. The situation changed when we were the first in Poland to provide a tool for measuring the advertising potential of any location. Selectivv Location Audience Viewer allows to determine the daily number of people staying in a specific place, as well as their behavioral profile - age, gender, and interests. That way, prior to starting the campaign, it is possible to identify the most desirable places in which the advertising campaign should be implemented.
Thanks to mobile, it is possible not only to plan a DOOH campaign, but also check how effectively it was and what audience it has reached, and then take further steps on this basis. Beacons allow to track the users' traffic in the store, as well as to obtain information on how users reacted to the advertisement and what actions had been taken under its influence. Based on the traffic and the path customers follow, we can estimate the efficiency of the campaign.
The use of Geotrapping® allows to identify users of mobile devices staying in a given place at a given time based on GAID and IDFA numbers. Comparison of information from the campaign with historical data from the mobile channel collected on the DMP platform allows to verify the effectiveness of reaching the intended target group. It is also possible to use this data in the future and direct the mobile campaign to people who saw the advertisement in the urban space with the message and content referring to it.
Combining DOOH with mobile technology allows to redirect recipients of outdoor advertising to other communication channels, as well as invite them to actively participate in creating the content of the DOOH campaign. According to many experts, mobile data is crucial for planning, targeting and measuring in the Digital Out Of Home ad. These premises determine the trend in which both media will follow in the coming years.
