Strategies for a Successful DOOH

07/10/2021 by Aishah Rasid

digital pillar wrap

Just like doing any other form of advertising, a proper strategy and planning for your digital out-of-home (DOOH) campaign will help to guide advertisers in creating and launching a successful campaign. Among the things to consider while planning for your DOOH campaign are:

  • Determine your goal
  • Determine target audience
  • Understand audience demographics
  • Create an amazing content with DOOH

 

1. Determine Your Goal

MH17 billboard

Image via Kreateevee

To help you keep focused and be on the right track, advertisers should determine the main goal of your campaign. Although for the time being DOOH is just an impression based medium,  it can and should be utilised to support other forms of digital marketing. For example, you can use DOOH as a means to:

  • Advertise a deal
  • Boost website visitors
  • Grow your online channels, or
  • Raise a higher brand awareness to your products/services

 

2. Determine Your Target Audience

DOOH pillar wrap

Image via Symphony LED

While DOOH and any other outdoor media seems like it can target anyone in the mass public, advertisers should still take some time to determine who your target audience is. This is because, instead of creating a general ad that no one would react to, creating an ad campaign for a specific target audience is better because;

  • It would make them feel more relatable
  • Attract their interest, and 
  • Encourage reaction & engagement to your campaign. 

 

3. Understand Audience Demographics

DOOH pavillion

Image via The Straits Times

Similarly important, after determining your target audience, advertisers have to understand the audiences’ demographics. This is to ensure a creation of impactful ads that they would react to. Among the things to consider in understanding your audience demographics are:

  • Age
  • Culture
  • Socio-economic level
  • Perception
  • Attitude 
  • Trends
  • Personality
  • Experience 

 

4. Create an Amazing DOOH Content 

indoor DOOH

Image via Sign Builder

With DOOH, advertisers can opt for many more graphics formats compared to the traditional OOH. 

  • Images

Although not as powerful as videos, it is still effective to deliver your message to your intended target audience. To maximize the effectiveness of your images, try to keep text to a minimum, be bold with colors and branding, and have a clear call to action. 

  • Videos

Considered as the best performing form of content, the video format for DOOH is really flexible and powerful. Advertisers can go beyond displaying the typical types of videos with the Augmented Reality (AR) or even Artificial Intelligent (AI) format for your DOOH campaign. This will surely encourage more interaction and drive engagement making your ad a successful campaign.

 

Ready to execute your own DOOH campaign?

Hit us at Firstboard and let our media specialist guide you!

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