What Does the Future of DOOH Targeted Marketing Campaigns Hold?

Digital Out-of-Home has only been around since the mid-2000s, but now in any major city in the UK, you will see a variety of digital media formats and advertisers competing to capture the attention and pique the interest of audiences.  

The adoption of digital outdoor media has taken off in the UK and the Europe region as a whole in recent years. According to the Data Bridge Europe Digital Out-of-Home report, Europe’s DOOH market will grow at a staggering annual rate of 14.3% from 2022 to 2029.

One of the main attractions of DOOH and the reasons why more and more companies are investing in it is its precise targeted marketing capabilities. 

Let’s delve into what the future of DOOH targeted marketing campaigns holds.

Data-Driven Targeting

The wealth of data available to advertisers today is a gift. The key to clicking with audiences through impactful targeted marketing in DOOH campaigns is leveraging this data.

Going forward, accurate accessible insightful real time DOOH data will be available on the following:

• Dwell time
• Frequency
• Impressions
• Cost Per 1000 impressions (CPM) 
• App usage 
• Demographics 
• Consumer behaviours 

Advertisers having access to better data insights in the future for DOOH campaigns will in turn open the door to more effective precision targeting.

There is a mountain of useful information that advertisers can learn about consumer interests and preferences by accessing data on their app usage. In 2023, 2.3 billion apps were downloaded by users in the UK alone.

Moving forward, Digital Out-of-Home campaigns will be able to increasingly rely on data regarding users’ app usage to help drive more targeted campaigns to the right audiences. 

Flexible Digital Formats Will Enhance Audience Engagement

Modern DOOH formats such as digital billboards, transit media, and street furniture digital displays are not only compelling and eye-catching for audiences, but their flexibility allows advertisers to show contextually relevant ads that relate to audiences’ immediate outdoor surroundings.

At Drovo, we provide car billboard advertising with our high-resolution network of on-vehicle screens in central London. Through the geotargeting of specific locations and exposing your screen ads to hard to reach audiences through transit media advertising, we maximise your brand’s visibility.

What’s more, the flexibility of our on-vehicle screens means we at Drovo are able to target specific locations at specific times of the day for your DOOH campaigns. For example, displaying an advertisement for waterproof products to audiences whenever it starts raining heavily.

Adopt DOOH marketing and focus your efforts on delivering contextually relevant ads that trigger an uplift in brand awareness. This way, you will display advertisements that strike a chord with specific audiences. An OOH study revealed a 17% average increase in spontaneous ad awareness when audiences were targeted with relevant ads.

DOOH Targeted Marketing Will Complement Traditional OOH Marketing Efforts

DOOH targeted marketing being a significant force in the future will certainly not sound the death knell for traditional marketing methods, they will actually complement them.

Use Digital OOH targeted marketing to enhance your traditional OOH marketing efforts. For instance, complementing your static billboards with transit media advertising assets with Drovo’s network of on-vehicle screens will create an exciting and engaging visual spectacle to compel audiences.

So, there you have it, as DOOH campaign data becomes more insightful and measurements more detailed and accurate, the future of DOOH targeted marketing will rely on a data-driven approach. This will mean brands are able to display impactful messaging in the spaces where it matters most and makes a maximum impact on audiences.