DOOH Creative Showcase

Creative Digital Out-of-Home Advertising Combines Lifestyle Interest with Location Targeting

Digital out-of-home advertising is part of the larger multiscreen ecosystem that effectively amplifies a brand’s message, creating a deeper level of engagement with on-the-go consumers. For marketers looking to raise mass awareness and generate incremental reach, digital out-of-home advertising offers a brand-safe environment free of the risks of online and social media.

Digital out-of-home advertising is unique because it intercepts active consumers with highly targeted messages as they move through their day. Successful digital out-of-home advertising campaigns start with a deep knowledge of consumer mindset and location relevance. Advertising campaigns that combine lifestyle interest with location targeting address the unique moment that consumers are in and enable brands to capture attention.

The use of mobile beacons and dynamic data feeds has increased over the last year as each technology amplifies campaign relevance, transforming digital out-of-home advertising networks into real-time marketing platforms. For example, Microsoft worked with Liveposter, a dynamic out-of-home provider, to create a digital out-of-home campaign for Cortana, which combined real-time audience and location-based data to generate dynamic screen content across more than 240 unique locations. Messaging at each screen location changed based on multiple data set variants that included live weather and audience data, along with other environmental triggers that ultimately generated more than 9600 possible dynamic messages. The combination of dynamic data and push technologies such as mobile beacons is increasing digital out-of-home’s relevance for consumers.

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Free Trend Report: Why Location Is the New Currency of Marketing

Free Trend Report: Why Location Is the New Currency of MarketingFinding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.

Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.

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. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.

Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.

Highlights from Why Location Is the New Currency of Marketing include:

  • The Connected Consumer
  • Leveraging the Moment
  • Multiscreen Campaign Planning
  • Amplifying Reach With DOOH Media

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