5 Steps to an Effective DOOH Campaign            

I think I don’t have to explain why DOOH is awesome, but here’s a reminder just in case: it’s the best way to advertise. The main reason it punches slightly above everything else is that it’s impossible to ignore. That being said, here are five top steps (in no particular order) for creating an effective campaign: 

1. Learn to plan like a general with programmatic DOOH

Effective DOOH strategy means that you have planned for the launch. With programmatic emerging as our primary way of media buying, we can pretty much exhale with relief: the planning became a delight. Programmatic allows us to cut out the middle man, or rather all of the middlemen and middlewomen, and purchase ads on a specific billboard at specified times to target the audience you need. Additionally, programmatic makes it much easier to integrate DOOH with mobile tech and run a multi-channel campaign right from the start. All of this gives you the power to plan your DOOH campaign with ease. Just to give you an example: recently a nationwide ad campaign that ran on 1 300 screens was planned and launched within a week. With programmatic, you can make the emphasis on location and advertise “close to home” sort of say. Research shows that the most effective traffic boost would be from a screen located nearby your business, it would definitely increase foot traffic. Programmatic will allow you to advertise based on weather or time of day. And, honestly, it makes a lot of sense to advertise your artisan coffee shop in the morning to those on their way to work and your new slushie machine probably will get the most foot traffic if the ad in question is ran when the temperature hits 80°F. Programmatic is the future of DOOH, it’ll get more advanced with time.

 2. Identify what’s important: learn how to use DOOH analytics

The success of a DOOH marketing campaign has its metrics, just like with any online ad campaign. We all have to remember that though relatively new DOOH is still very much developing, growing and transforming. With digital out-of-home our best bet was, and to some point still is, the comparison of the before and after of the DOOH campaign for any product or service sales results. Though, now when it has become far easier to integrate DOOH with another tech we can finally measure not only who and when, but even how long people are watching the ads. Your analytics can be also based on impressions, it is considered to be one of the most important indicators of success in DOOH. In this case, data collection gets tricky:  in the middle of a buzzy street, hundreds of people can be looking at your ad at once. Companies use different tools to determine this metric, usually involving integrated tech, sales results, sensors or cameras that are analyzed by digital out-of-home analytics programs. Last, but not least, hiring a third-party firm to do your DOOH analytics is also a great option. However you decide to approach you DOOH analytics is your choice, but if there is somehow thought in your mind that you can skip this step – I guess the suggestion here would be: don’t.

 3. Manipulate your way into doing way less work by finding the best DS Company

There’s a world of possibility out there and running a successful DOOH campaign means leaving a huge portion of important tasks to professionals. It saves time, and money, and, often enough, mental health. Photographers, content managers, storytellers, art directors, videographers – they are your best bet on the road to success as poorly written and badly shot visual content is your best bet to lose clients. Now, one of the most important tools, a non-negotiable one, is awesome digital signage soft. Look for a company that follows the innovations, that will let you effortlessly grow your network, that invests in great modern eye-catching designs and offers clear, concise templates that are easy to read and process. If you want my advice- I’ve narrowed my search down to great designs, 24/7 customer service and the ability to use my Apple products (Apple TV was a non-negotiable) and I’ve hit the jackpot with Kitcast DS soft. You can check them out at kitcast.tv or make your own list and keep searching till you find a company that has done a tone of work with their DS soft so you won’t have to.

 4. Embrace the advanced technology

Well, this isn’t a complicated step, really. Earlier this year, we have seen an actual photo of a black hole, performed the first soft landing on the opposite side of the Moon, found a rust-colored patch on Pluto that suggests that there’s an ocean somewhere there under the surface… so we are pretty sure taking a step towards augmented the reality, artificial intelligence, near field communication, data-driven targeting and so one will be a rather easy one. Integration with new tech gives you endless possibilities for creating mesmerizing unforgettable content, engaging millions of customers through multi-channel campaigns and collecting and analyzing data within seconds.

 5. Broaden the reach

Digital out-of-home has the ability to make your DOOH campaign much more effective if you would just move it inside or online. In-store or on-line follow-up advertisement is your way to secure the final sale. DOOH gives you the ability to guide the traffic in with digital billboards and mobile integration to either a brick-and-mortar shop or a website one. Either way, by running in-store ads, or re-directing people to your site or an app download you are maximizing your chances to make a sale thus making you DOOH campaign a success.