O Out-of-home or OOH advertising is one of the most effective ways to reach large and diverse audiences. In this time of rapid advancements in technology and data analytics, it is possible to generate return on investments (ROI) in OOH campaigns. Let’s explore the strategies for gaining ROI via targeted OOH campaigns and read about real world case studies to discover the effectiveness of these methods.
Why Targeted OOH Campaigns?
Targeted OOH campaign is more than just selecting the right location for your billboard. Targeting capabilities allow advertisers to deliver the right message at the right time to the right people. Leap into the reasons why targeted OOH campaigns are game-changer.
– Data-Driven Decision Making:Advertisers can now optimize their OOH campaigns for better reach and engagement by the real-time data like traffic patterns, demographics, and consumer behavior
– Hyper-Localization: Instead of blanket messaging across multiple locations, advertisers can now focus on specific areas or communities, tailoring their messaging to resonate more deeply with local audiences.
– Higher Engagement: Targeted OOH campaigns, especially when combined with interactive elements or digital capabilities, result in more engaged audiences and higher conversion rates.
Strategies for Maximizing ROI in Targeted OOH Campaigns
1. Leverage Geolocation Data
Geolocation data helps marketers understand where their target audiences are most concentrated, allowing them to place OOH ads in high-traffic areas where their potential customers are most likely to see them. By analyzing foot traffic, commute routes, and popular gathering spots, advertisers can pinpoint the most effective locations for their ads.
Strategy Example: Use data from mobile devices to track common routes taken by commuters, then place digital billboards along those routes to maximize visibility among your target audience.
2. Utilize Programmatic DOOH Advertising
Programmatic DOOH (Digital Out of Home) advertising takes traditional OOH a step further by allowing advertisers to automate and optimize ad placements based on real-time conditions. This can include factors such as weather, time of day, or even current events. Advertisers can swap out creatives dynamically to ensure the most relevant message is being displayed at any given moment.
Strategy Example: A sports retailer might promote winter gear on a digital billboard whenever the temperature drops below a certain point, automatically switching to warmer weather products on sunny days.
3. Audience Segmentation and Personalization
Using demographic and behavioral data, brands can segment their audience and tailor their OOH ads accordingly. This ensures that each audience segment receives a message that resonates with them. Whether it’s age, income level, or even lifestyle choices, personalized OOH ads increase the likelihood of engagement.
Strategy Example: A luxury car brand could display ads targeting high-income professionals in financial districts while promoting affordable models in suburban areas with more middle-class demographics.
4. Integrating OOH with Mobile and Digital Channels
Combining OOH campaigns with mobile and digital advertising enhances the reach and effectiveness of both channels. For example, geofencing can be used to deliver targeted ads to mobile devices when consumers are within a certain range of a billboard. This creates a multi-channel experience that reinforces brand messaging and drives action.
Strategy Example: An OOH campaign for a restaurant could target commuters passing a billboard, then send a discount offer to their smartphones when they come within a certain radius of the restaurant.
5. Measure, Optimize, and Retarget
Unlike traditional OOH campaigns where measuring success was difficult, today’s targeted campaigns can be tracked and analyzed in real-time. Metrics such as impressions, engagement, and even conversions can now be tied to OOH efforts. Advertisers can use this data to refine their messaging and placement strategies, ensuring optimal performance throughout the campaign.
Strategy Example: Use anonymous data from mobile devices to track how many people who saw your billboard later visited your store, then adjust the messaging or creative elements based on which billboards had the highest impact.
Case Studies: Success with Targeted OOH Campaigns
1. McDonald’s – Weather-Activated Billboards
Objective: Drive in-store traffic during specific weather conditions.
Strategy: McDonald’s deployed weather-activated digital billboards in various locations that displayed specific menu items depending on the weather. For example, on hot days, the billboards promoted cold drinks and ice cream, while rainy days featured hot coffee and soups.
Results: The campaign saw a significant boost in sales of the promoted items, as well as a 17% increase in overall foot traffic during the targeted times. The dynamic nature of the ads ensured that they stayed relevant to the consumers’ needs in real-time, maximizing both engagement and ROI.
2. Spotify – Data-Driven Billboard Campaign
Objective: Highlight Spotify’s ability to personalize music experiences based on users’ habits.
Strategy: Spotify used data from its users to create fun, personalized billboard ads across major cities. These ads humorously highlighted odd listening habits, such as “Dear person who played ‘Sorry’ 42 times on Valentine’s Day, what did you do?” This data-driven campaign was hyper-localized, featuring ads in different cities with different personalized messages.
Results: The campaign went viral on social media, driving massive engagement both online and offline. It increased brand awareness and led to a spike in new user registrations, all while making effective use of local data to personalize the ads for maximum impact.
3. Nike – Hyper-Local OOH Campaign for the World Cup
Objective: Promote Nike’s support of local teams during the 2018 FIFA World Cup.
Strategy: Nike launched a hyper-local OOH campaign in major cities across the globe, creating billboards that featured local players from each city’s national football team. These billboards were tailored specifically to resonate with the local fanbase, connecting emotionally with consumers by celebrating hometown heroes.
Results: The campaign was widely successful in generating a sense of local pride, leading to increased brand loyalty and record-breaking sales of Nike’s World Cup-related merchandise in the targeted regions.
Conclusion
The key to maximizing ROI in OOH advertising lies in targeting the right audience with the right message at the right time. By leveraging geolocation data, programmatic advertising, and audience segmentation, advertisers can create highly personalized and relevant campaigns that drive engagement and conversions. The success of campaigns like those from McDonald’s, Spotify, and Nike showcases the power of targeted OOH when combined with data-driven strategies.
As OOH technology continues to evolve, brands that embrace these innovations will find themselves better equipped to maximize their ROI and stand out in a competitive market.
