Digital Out-of-Home Advertising: Benefits and Best Practices
✨Key Takeaways
- 1Digital signage lets you update ads instantly and run multiple promotions on one screen.
- 2Use simple design: large text, bright visuals, subtle animations.
- 3Place screens where your customers go and schedule ads for high-traffic times.
- 4Track results with digital metrics and quick response tools like QR codes.
In-Depth Sections
Benefits of Digital OOH
Digital OOH has several advantages: - Flexibility: Content can be updated instantly without printing costs. You can rotate multiple ads on a single screen easily. - Engagement: Bright, moving images capture more attention than static boards, which can lead to higher recall and interest. - Targeting: Place digital screens in specific areas (near events, malls, or transit hubs) to reach the right audience. Some ad networks also offer programmatic targeting by demographics or location. - Real-Time Updates: Show timely offers (flash sales, countdowns) or urgent messages (like weather alerts) quickly. You can adapt your campaign to current events or trends in seconds.
Design and Content Tips
Design best practices for digital OOH: - Keep it simple: Use high contrast and minimal text so your ad is readable at a glance. Choose large fonts and clear visuals. - Use motion wisely: Subtle animation or transitions can draw the eye, but avoid overly busy animations that distract. - Brand consistency: Ensure your brand colors, logos, and style are consistent across all frames to build recognition. - Clear call-to-action: Include a simple call-to-action (like your website or a QR code) so interested viewers know what to do next.
Targeting and Scheduling
Targeting and scheduling: - Select locations that match your audience (e.g. business district vs. suburban mall). - Plan times of day: some screens allow scheduling so you can run special content at high-traffic times (like rush hour or weekends). - Use A/B testing: try two versions of the ad and see which performs better over time. - If budget allows, use programmatic networks to automatically bid for impressions at the best times. Remember to align digital OOH with your broader marketing. For example, match your digital screens to current social media campaigns or store promotions for a unified strategy.
Measuring and Analytics
Measuring your campaign: - Some digital ad platforms offer simple analytics like impressions or play counts. - Include a trackable element (QR code, short link, hashtag) to see direct responses from your ad. - Survey new customers: ask if they saw your digital ad. - Compare periods: measure changes in traffic or sales before and after the campaign. Following best practices and analyzing results will help you refine future digital OOH efforts.
Frequently Asked Questions
Q:How do I choose locations for digital screens?
Think about your customers' locations. Place digital ads in areas they frequent (shopping centers for retail, transit hubs for commuters, etc.). Use data if available: some platforms can show foot traffic data for different screens to help you pick high-visibility sites.
Q:What analytics can I get from digital OOH ads?
At a minimum, you may see how many times an ad was played. By using QR codes or special offers, you can also track actual engagements or sales. Some advanced networks provide demographic estimates of viewers or combine with mobile data. Combining these metrics gives you insight into an ad’s effectiveness.