OOH as a shopper tool. How to target and measure effectiveness.
Historically, Out of Home (OOH) media has been categorised as traditional media activated against an objective of driving mass visibility of particular brand/campaign. However, OOH media has since vastly evolved in recent years. Indeed, through increasing digitisation and accelerating technological innovations OOH has become a tangible opportunity to impact shoppers’ purchase intent as well as influence consumers’ brand/campaign awareness. OOH can speak to target shopper groups effectively by overlaying advanced, geo-targeting within campaigns on top of audience targeting facilitated in some instances via retailer loyalty card data; with geo-targeting allowing for robust AvB testing of campaign effectiveness the OOH opportunity is better than ever.
Today, shoppers increasingly crave and cherish authentic experiences that stay with them as memories, which, through increased creativity and accurate measurability OOH neatly facilitates through a robust understanding of…
Through access to shoppers’ internet browsing data there is now the ability to have a holistic picture of any given shopper, understanding aspects such as who they are, where they go, and when is the right time to engage. Indeed, we are now able to understand common browsing themes, where a phone sleeps at night and where it travels through the day. All of which offer key insights into how shoppers live, shop, work and plays which can be overlaid into OOH targeting to increase relevancy and reduce wastage.
With detailed knowledge on where your target shoppers are, it is important than when booking OOH this is overlaid to practical considerations around product listings and distribution to maximise the campaign’s impact.
In 2011, digital OOH accounted for 14% of the total OOH market, however in 2018 it stood at 48%; there has been a huge amount invested in digital OOH to reignite excitement amongst shoppers. There is now the ability to utilise contextual reactivity. With digital signage, messages can be easily adapted, sometimes even in real time.
OOH has historically been measured by traffic patterns. However, through increased levels of geo-targeting with a campaign activity robust AvB testing is possible. This allows the activity’s influence on sales to be understood in detail, and even reviewed at a sku, brand and category level. Allowing operational optimisation looking ahead as well as performance information which can be used to unlock opportunities internally and externally with retailer partners. Additionally, eye-tracking technology is also possible across some OOH opportunities.
Looking ahead, we can expect to see an even higher level of OOH connectedness, the introduction and growth of disruptive technologies such as 5G will enable brands to deliver more relevant and personal experiences to shoppers, with more disruptive technologies to come. Shopper and brand teams should embrace new data technologies, which in result will cause fewer unintentional disclosures as consumer messages are refined. By evaluating the effectiveness of different touchpoints, brands will be able to pair the right mix of media with relevant messages and offers will all importantly, help to influence a shopping list.