When Evaluating Video Advertising Platforms, Not All Screens Provide the Same Level of Engagement For Marketers
NEW YORK, NY — Media strategists are always on the hunt for sustainable experiences to recommend to their clients, but measuring any medium’s effectiveness is complicated. While media convergence has made digital screens omnipresent, it’s important to recognize that just because it’s a screen, not all screens provide the same level of engagement for marketers.
Video advertising impressions now come in many different flavors, and not every metric will apply uniformly across all media. For example, the Internet has made demographics less important, and behavioral targeting doesn’t always translate back to a quantifiable number. For instance, if a consumer watches an online video it does not mean there is purchase intent in the same way that organic search may imply. People often shift between multiple devices and platforms; therefore, it’s not always easy to attribute their behavior.
Does this mean that some screens are more valuable than others? Absolutely.
Americans today spend significantly more time outside their homes and workplaces than they did just a few decades ago. According to the Outdoor Advertising Association of America (OAAA), Americans now spend on average more than 70% of their time outside their home, driven in part by greater access to mobile devices. And digital out-of-home (DOOH) screens are uniquely positioned to reach them because DOOH media intercepts on-the-go consumers with messages as they move throughout their day.
The true impact of DOOH media on consumer behavior is becoming evident. Research by the OAAA has revealed that consumers are more likely to go online with their mobile device to engage in social media, search, and shop within 30 minutes of seeing an out-of-home ad. Digital out-of-home networks are uniquely positioned to intercept consumers as they move through their daily routine, and many have integrated mobile interactivity.
So what yardstick should we use to measure DOOH media?
The most important metric for measuring a digital out-of-home screen’s effectiveness is the environment the screen is in—the stronger the location is—the more likely a specific ad impression will be for an advertiser.
So if the quality of the location is the primary metric for measuring a DOOH media network’s effectiveness, are all locations created equal? Not necessarily. All venues are not the same and buyers need to carefully vet networks to understand the specific demographics, traffic, and engagement dynamics for each location.
For example, you might have a high-traffic venue that’s not really relevant to consumers. The location is being used a lot, but the screens are essentially wallpaper as far as consumers are concerned. For example, health and fitness venues can be challenging for brand marketers as consumers may not be fully engaged with the screens as dwell-time and attention metrics are very different compared with transportation hubs such as airports or railway stations.
In contrast, there might be different location that may not have high usage, but it’s extremely relevant to consumers, such as a doctor’s office. Each location needs to be evaluated separately. It all starts with the consumer and the screen’s relevancy based on the location.
Consumer mindset is also an important factor. Will consumers care enough about your message to pay attention? The relevancy of your brand’s message depends on multiple parameters such as the time of day a message is received as well as the location a person is currently in. When people step outside of their home they’re operating with a much more complex mindset, far more complex than when they’re at home. The opportunity for marketers is to understand the uniqueness of the moment that the consumer is in and respond with relevancy that rewards consumers for their engagement.
Free Online Tools for Media Buyers and Planners
The DOOH Ad Network Locator is a free online resource designed to help media buyers, planner and brand strategists identify place-based digital out-of-home advertising networks by location, venue type, demographics and reach. There are more than 160 advertising-based networks organized by country that include Australia, Canada, United States and the UK. The United States is organized by venue type as it has the broadest range of venue categories, with the greatest number of ad-based networks operating within each category.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place Based (DPB) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Digital out-of-home screens can be found in locations that include transportation hubs such as airports, railway and bus terminals; executive networks in office-building lobbies and elevators. Other venues include shopping malls, gas stations, fast-casual restaurants, fitness centers, hotels and more.