Why Combining Out of Home and Mobile Advertising Unlocks the Power of Audiences

March 7, 2024

When we say great out of home campaigns are powered by audiences, what does that mean? In its purest essence, it means the most important detail of any OOH campaign is who an advertiser wants to see it.

In an audience-based strategy – also known as impression-based – an advertiser starts by identifying the target audience and then decides the desired number of impressions. The process of choosing where and when the ad actually runs is automated, a dynamic approach that contrasts with the traditional method of choosing locations directly.

For example, a luxury automaker with the goal of delivering 10 million campaign impressions to affluent car buyers could deliver some of them via Digital Urban Panels in the morning and others via digital bulletin in the evening, if that’s where its customers are.

Soho H&M ad on NYC digital urban [panel
Imagine being able to target Digital Urban Panels above the specific subway stops in New York City where fashionistas roam, when they’re most likely to be there. Or reaching football fans with a presence along highways leading to the stadium – but only on gameday. It’s a more pinpoint, less shotgun way to reach the audience you want.

Our Digital Direct Ad Server (DDA) delivers all the flexibility, agility, and advanced capabilities of audience-based or programmatic, but with all the heavy lifting done on our side. It starts with identifying your audience. (We have over 8,000 distinct audiences to choose from.) Then, smartSCOUT™, our proprietary data platform, identifies which DOOH boards over index for your audience and when. That’s the sweet spot! But out of home audiences are just the beginning.

The Buck wedding digital billboard in Philadelphia
There’s a natural synergy between the devices we always have with us and the DOOH screens present in the places where we live, work, and play. That’s why we offer cross-platform retargeting on your audience’s smart devices. 

Perhaps the most vivid illustration of that synergy can be found in one single absolute monster of a statistic: consumers are 48% more likely to engage with a mobile ad after encountering the same campaign out of home (SOURCE: Ocean Neuroscience).

Ultimately, the combination of OOH and mobile increases both frequency and reach for a campaign. Here’s how:
  1. People (and their devices) pass through the area where the DOOH ads are most likely to be seen, known as the viewshed or viewable window.
  2. We identify those matching the audience target who were inside the viewshed when the ad ran.
  3. Advertisers can then retarget those audiences on their connected device, stacking frequency on top of the OOH exposure.
  4. Audiences matching the target, who have not been exposed to the OOH, can be identified and added to the mobile component of the campaign, increasing its overall reach. 

Comcast digital bulletin in New Haven
Another reason out of home and mobile are so complementary: 76% of people who viewed an OOH ad took an action on their mobile device soon after (SOURCE: OAAA/Morning Consult). This kind of cross-channel campaign integration pays numerous dividends in the multi-touch world of the modern marketer. Breaking down siloes facilitates consistency of creative across channels, unlocks campaign measurement, and improves metrics as diverse as brand awareness, ad recall, engagement, and even store visitation. In fact, the combination of OOH and mobile can drive store traffic 2.5x more effectively than either alone (SOURCE: S4M).

Beyond that, the real win is bridging the gap between online and offline advertising with greater performance and insights beyond what either can provide on its own. This alignment supports economies of scale, while also making campaigns more well-rounded and comprehensive.

Audience-based strategies make an impression. Have we made one on you? Take the next step in unlocking the full potential of your media mix. Reach OUT now!

Author: Jay Fenster, Marketing Manager @ OUTFRONT

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