Aspalls
A great example of how utilising all of Out of Home's key capabilities can deliver on multiple business objectives, and showing the marriage between traditional and programmatic.
The Perfect Play
Why DOOH is an essential part of omnichannel campaigns
Programmatic Out of Home. It's getting attention
Programmatic Out of Home (PrOOH) is getting noticed - and for good reason. Traditional Out of Home (OOH) buyers and digital buyers have new opportunities to reach new audiences in new ways and effortlessly add digital Out of Home (DOOH) to their existing campaigns as part of an omnichannel media mix.
With these new ways of activating OOH, brands can take the best of programmatic online and marry this with the core strengths and benefits of DOOH to help advertisers unlock additional value with their campaigns, with two highly complementary, media channels.
Our latest content, The Perfect Play shows how brands can cut through the digital noise and reach audiences in smarter ways. The deck outlines why DOOH is an essential part of omnichannel campaigns, from ensuring more digital attention and leveraging smart reach to build mental availability, to pushing relevant messages at the right moments for brand growth.
80
%
Fortnightly digital Out of Home reach *
* Route 54
16
%
DOOH revenue will be programmatic OOH by 2027 (vs 5% currently) *
* IAB Compass, MAGNA Global Ad Forecast 2024 forecast (Dec 2023 data)
11,000
+
Premium DOOH screens across our European estate *
* Route 54
The Perfect Play: Making the most of PrOOH
Here's three reasons programmatic digital Out of Home can help overcome challenges in the digital landscape.
The end of the cookie?
OOH has an ability to drive effectiveness through the idea of priming; and seeding messages in trusted spaces which go on to have a positive effect on digital action. Priming with DOOH replaces cookie signal loss and provides a boost to digital attention with research showing that there's a 36% increase in attention to online ads when primed with OOH and significant audience action is taken.
67
%
increase in cookie-less ad click-through-rate when primed with OOH *
* The Cookieless Future 2021
Target audiences through data-led OOH planning
Using our smart planning tools and data such as Clear Channel RADAR, you can look to existing audience profiles from online to expand your reach and understand how to reach them Out of Home.
Using Byron Sharp's laws of growth you can use data signals to understand if there are certain demographics where you need to build mental availability. As Bryon Sharp reminds us "Building Mental Availability is more than just awareness. It refers to the probability that a buyer will notice, recognise and/or think of a brand in buying situations”
This is where OOH is unique, as it can play a key role in connecting a brand with real-world buying situations.
The right and relevant message
When everything comes together to create the right moment for your brand, it’s time to push more frequent and relevant messages that nudge people into action when more likely buyers are in market.
That's why we use our insights and data to help advertisers understand who's engaging with Out of Home - from who they are and where they visit to their moods, mindsets and when they are likely to be in market around key events. All of these combined can help you get that perfect play which PrOOH can help you activate.
32
%
Increase in brain response when contextually relevant content is displayed in the right moment *
* The Moments of Truth
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Get in touch to see the full deck
To see the full 'The Perfect Play' deck, outlining why DOOH is an essential part of omnichannel campaigns, from ensuring more digital attention and leveraging smart reach to build mental availability, to pushing relevant messages at the right moments for brand growth, please fill in the form and one of our team will be in touch shortly.