In the past 20 years, marketers have been able to track attribution (where a customer comes from) in marketing campaigns because of digital marketing like Google, Facebook, & others.
Marketers are able to retarget potential customers that have engaged with their ads. This allows the marketers to follow the potential customer around the web to increase the likelihood of the potential customer converting into a paying customer.
As digital marketing strategies evolve and marketers are bidding for the same limited attention from customers, marketers are turning to Out of Home Advertising such as digital billboards along high traffic roads and display ads on busy bus stops to create an other channel to market to potential customer.
The problem with Out of Home Advertising is that attribution is difficult. It’s hard for a marketer to know where the customer came from if they buy. It’s impossible for the marketer to retarget the potential customer with additional ads in different channels
Digital Out of Home Advertising uses location data from cell phone providers, sensors, & data brokers to analyze traffic around a billboard.
One tab he pulls up displays a list of mobile devices that are currently in Times Square. Another shows the number of 18- to 24-year-old women in range of a particular set of screens in Germany. A third loads metrics from an ad campaign for a car dealership in Oklahoma, laying out the genders, ages, races, credit scores, income levels, and lifestyles of people seen in the area at different times of the day.”
For example, with Digital Out of Home Advertising a marketer can see the number of 18-24 year old in range of a particular set of billboard ads. The ad can change depending the demographics of the people around.
A marketer can track analytics for a campaign across different channel. This allows marketers to create omni-channel marketing campaigns that go from the digital to the physical world.
Smart traffic lights can be used to calculate traffic along the road that a billboard is on. This data can be used to predict impressions on each billboard ad along the route. This allows marketers to estimate how much to ad budget allocate to billboard ads & where.
To put this into context, 98% of consumers have visited at least one Digital Out of House Ad in the past 30 days. Moreover, 84% of consumers recall seeing Digital Out of House Ads.
In a study by Kantar & Snapchat, Gen-Z stated a 55% recall rate and older generations like millennials (46%) and boomers (26%) have an even lower rate of recall when it comes to social media advertising. Digital Out of House Ad out performs social media ads by 29%.
The ROI of Digital Out of House Ads in high traffic locations such as Times Sqaure can be as high as 270% for a typical campaign.
Digital Out of House Advertising is trusted by the most sophisticated companies globally. Over 45% of Fortune 500 companies utilize Digital Out of House Advertising.
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