In a PwC report released earlier this year, researchers found that only two out of every three U.S. households still pay for traditional TV services – a 10% decline in just two years. Yet cord cutters are just one group among the many consumers marketers struggle to reach. Today’s consumer is on-the-go, now more than ever before. As individuals go about their daily routines, the number of channels simply available to marketers quickly declines — making it even more challenging for brands to establish a consistent presence.
When you take into account the drop in print circulation and widespread mistrust of display advertising, many marketers are left scratching their heads, trying to find a way to engage these individuals. Fortunately, the ubiquity of digital out-of-home provides a powerful way to reach the unreachable.
Digital out-of-home offers the same advantages as other forms of digital media, with the added benefit of reaching consumers when and where they can pull the trigger on a purchase. In fact, one of the top reasons why brands are turning to DOOH is to use location data. Geospatial data analysis enables marketers to understand behavioral trends, learning when and where target consumers are most likely to visit certain places.
Today’s on-the-go consumers are commuting to work by car or public transit, visiting local coffee shops, entering and exiting their office buildings, spending time in gyms and restaurants, shopping at malls and grocery stores, and more – in just a single day! Other media channels can help to improve either upper or lower funnel metrics, while DOOH has the ability to boost all major KPIs. Whether activating an awareness based strategy or leaning into contextual, place-based environments, a well-placed DOOH ad can drive real results.
Now consider the impact of exposure across multiple venue types. DOOH enables brands to reach their target audience at multiple touch points throughout the consumer journey.
For example, a brand may want to target consumers in close proximity to their retail location. But what if you can target that same consumer while they’re waiting for the train, running at the gym or in line at a convenience store? Repeated exposure and leveraging a variety of venue types can drive lift of brand awareness, consideration, purchase intent, foot traffic and sales.
When it comes to reaching the unreachable, DOOH completes the marketing mix.
Ready to learn how you can activate a digital out-of-home campaign?