Top 5 Benefits of Programmatic Digital Out-of-Home for Buyers

Written by Aliana Heffernan

Jan 16, 2019

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Today’s consumers are highly connected, whether they’re at home, in the office or out and about. Yet when the average consumer spends hours of their day commuting to work, outside the office and away from home, how can marketers reach these on-the-go consumers? Fortunately, digital out-of-home offers a solution.

Digital out-of-home now has the same features as other forms of digital media - targeting, automation, measurement - with the added benefit of being able to reach consumers in the real world moments when they can act on a well placed ad. If we were to name every benefit of digital out-of-home, the list could go on and on. For the sake of keeping things brief, below we’re sharing the top five reasons why you should include DOOH in your media buys.

  1. Weave Your Brand Story into the Consumer Journey

    Brands can amplify their message as consumers are exposed to digital out-of-home media at multiple touch points as they go about their daily routines. Additionally, brands can reach consumers with digital out-of-home while they’re on the path to purchase - at public transportation hubs or with roadside billboards - and at the point-of-purchase - in malls, grocery stores, and other retail locations. Leveraging contextual environments and repeated exposure have been proven to drive lift of brand awareness, consideration, purchase intent, foot traffic and sales. To go a step further, marketers have the option to retarget consumers exposed to DOOH on mobile, opening even greater opportunities to reinforce their brand message.
  2. Use Your Data, Smartly & Safely

    Data is a hot topic among advertisers, but they’ve only just begun to explore the full potential of how data can be used to build and target audiences. Through Vistar’s geospatial data analysis, marketers can discover the places frequently visited by a specific audience to understand the movement patterns of consumers. Our non-PII data is safely transferred to Vistar as anonymized audiences, eliminating any privacy or security issues. We are then able to activate digital out-of-home media in the places where consumers are most likely to be at certain times of day. By engaging with consumers in contextual environments, such as at the mall, in the gym, or the elevators at their place of work, marketers are able to strengthen a brand’s messaging.
  3. Measure Campaign Results with Clear ROI

    In the past, it was a common concern among marketers that end-to-end measurement wasn’t a possibility with out-of-home. With today’s digital out-of-home, measurement is no longer an issue! Vistar partners with a select group of third-party measurement services to provide brands and marketers concrete results. These detailed reports include brand lift, foot traffic, and sales lift. If you need to see the impact of a digital out-of-home campaign on a certain DMA, or want to understand how cross-screen exposure affected lower or upper funnel KPIs - you can with Vistar’s digital out-of-home technology.
  4. Activate Media, When & Where You Need It

    Need to activate your outdoor campaign, but don’t have time to wait for banner specs, printing, and installation? Digital out of home allows you to activate media when and where you need it with the help of today’s technology and data. Whether you have to launch a campaign on short notice, receive incremental budget for a last minute push, or need to quickly react to breaking news, digital out-of-home can deliver.
  5. Pack a Punch with High-Impact Creative

    If you’re looking to make a splash, digital out-of-home is for you. Digital out-of-home offers marketers unmatchable, high-impact formats that are sure to garner attention from passing consumers. Large format screens that can’t be ignored and place-based displays that seamlessly integrate in contextually relevant environments both offer powerful ways to reach consumers in the real-world.

No matter what goals you want to achieve with your marketing campaigns, digital out-of-home is an incredibly effective and powerful tool, ready for you to leverage. Across the programmatic digital out-of-home industry, there are constantly new and even better innovations, which in the past have driven the creation of things like weather triggers or first-party data activation, all of which are pushing digital out-of-home to the forefront of advertising.

Ready to get started with your first digital out-of-home media buy? Contact us today to speak with a Vistar sales representative.

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Topics: Education, Marketer