For many advertisers, audience-based buying has long played an important role in Digital strategies. Now, thanks to a global shift in perspective towards the way Digital Out-of-Home (DOOH) can be traded, audience-based buying is becoming a key feature to Outdoor media, empowering advertisers to deliver the same type of personalised, hyper-targeted ad campaigns across DOOH networks. So, what exactly is an audience-based buy, and what are the benefits it brings to DOOH?
Audience-based buying utilises advancements in technology to allow advertisers to run campaigns targeted to specific audiences based on metrics such as lifestyle characteristics or purchase behaviour” The rise in programmatic trading has created even greater capability for advertisers to tailor their message to the exact type of audience they need to reach and it can all be done in “real-time.
Traditionally an offline medium, Out-of-Home (OOH) advertising could only be bought in broad-based networks, locations, or time frames, with advertisers applying a scattergun approach by trying to reach as many people as possible at a given time. Now, the rise of programmatic technology means DOOH campaigns can be targeted to specific audiences through a single platform with an unrestricted variety of publishers across multiple markets and formats.
The evolution of programmatic has also allowed DOOH advertisers to incorporate more sophisticated targeting, triggers for creative messaging based on metrics such as weather or current events, and audience data. This is changing the whole game when it comes to the Outdoor industry, as it means campaign impact can go beyond sit placement or screen size. DOOH operators are able to offer much more to advertisers than just showy billboards in premium locations – they can offer intelligent trading that actually connects advertisers with their audiences.
Trading on DSP and SSP platforms, advertisers can curate campaigns that are more focused on the consumer journey, and select their networks at an individual level based on audience categories. You can also target your messaging down to the hour, providing multiple touchpoints with audiences throughout their daily lives.
This is especially important when it comes to mobile data, which allows advertisers to activate their campaigns at venues with the highest concentration of their target audience at specific times. Mobile data works by gathering data from mobile devices in proximity to an identified point of interest, analysing the users’ demographics and interests, and using this data to create buyer personas for advertisers to integrate into their planning.
By identifying patterns of consumer behaviour and utilising mobile data, advertisers can amplify omni-channel campaigns and reach their audiences via cross-channel targeting. Deploying marketing messages focused on audiences instead of media format allows advertisers to gain insights that help them continuously retarget individuals across multiple channels, delivering far greater results than any one single channel alone.
Programmatic DOOH (pDOOH) compliments omni-channel campaigns, as it allows brands to deliver more contextual messaging by targeting audiences, determining playing conditions, and activating cross-channel campaigns without the need for an intermediary. One of the best things about DOOH is that it’s so easy to add Digital Outdoor screens to a multi-channel campaign. All forms of content – whether dynamic, video, or interactive – can be played across DOOH networks, which means that advertisers’ existing content can easily be adapted to the OOH medium.
Digital Outdoor media advertising is changing, with greater capability being developed and integrated every day. Advertisers are able to activate DOOH networks in ways that engage with their desired audiences in a highly targeted way, while integrating DOOH into omni-channel campaigns is easier than ever. Audience-based buying adds a new layer of value to DOOH, enabling advertisers to engage with their target audiences in an intentional way that complements other channels.
