DOOH should be all about content and contextual relevance

Brands spend a lot of money on advertising and promotions, but do they get the necessary returns? Most often than not, brands spend money as a necessary evil and it is very difficult to figure out the returns. However, this has changed considerably with digital becoming the forefront of advertisements and there is a fair bit of understanding on the ROI.

In traditional advertising, brands ended up buying spots in various media based on available and you leave the results to chance. Post digital, there evolved a number of contextually relevant mechanisms to showcase the right ads to the right audience with all the intelligence that is available about a consumer behavior.

What DOOH has got to with this? 

Digital-out-of-home (DOOH), which is one of the media avenues that brands use, can learn a lot from the digital ways of advertising. They can opt for dynamic pricing from brands and showcase advertisements based on contextual relevance – demography of the audience, weather, traffic flow, sales, social media trends and multitude of other business drivers.

Virtuocity research reveals that ad-serving relevant content by audience increases the overall effectiveness of the campaign by 15%. It further revealed that dynamic DOOH delivering a more contextually relevant message increases advertising awareness by 18%, recall of the specific creative messages by 53% and creative/brand perceptions by 11%.

Programmatic DOOH

Programmatic DOOH delivering dynamic messages, informed by data will reflect more closely with what audiences are thinking, feeling and doing at those moments.

This would result in better engagement of audiences and more bang-for-the-buck for the brands that align themselves with DOOH providers, who can offer dynamic messaging that are contextually relevant for the audience.

Conclusion

Despite all the benefits that programmatic DOOH offers, there are very few DOOH players who leverage the potential of the contextually relevant ad-serving system. This is currently the terrain of award-winning work of a few providers.

DOOH ad-serving platforms, if they do not move towards intelligent and contextual ad-serving domain would perish sooner than later.

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