What are the best practices for using programmatic OOH to improve your media marketing campaigns?

Para campañas programáticas de OOH (Out-of-Home), incorpora tecnologías de geolocalización y datos demográficos en tiempo real para afinar el targeting y medir el engagement específico por ubicación, maximizando así el impacto y el retorno de inversión.

Incorporating programmatic OOH into your media campaigns. Let’s break it down. First, leverage data analytics for targeted audience engagement, which can enhance engagement by up to 30%. Implement dynamic content responsive to real-time factors like weather, potentially increasing impact by 40%. Integrating with your digital strategies can amplify overall campaign effectiveness by 35%. Strategic location selection, informed by traffic data, can improve ad visibility by 50%. Regularly measure and adjust your approach for continual improvement, a strategy that can boost campaign ROI by approximately 25%. This approach ensures a data-driven, results-focused campaign.

For programmatic OOH campaigns both offline and online: 1. Understand the impact on people who actually see the digital ads. 2. Use a reliable method that considers when, where, and to whom the ad is visible (ad logs, device location, venue type). 3. Set goals to analyze behaviors of those exposed versus those not exposed, helping understand the campaign's real-world impact. 4. Measure overall campaign success, focusing on outcomes like increased brand awareness or higher foot traffic.

No hay una solución única; cada plataforma ofrece características y ventajas distintas. Algunas se especializan en el lado de la demanda, facilitando la compra programática y la optimización del targeting y el engagement por ubicación, lo que maximiza el impacto y el retorno de inversión. Evalúa tus necesidades y escoge una plataforma que se alinee con tus objetivos específicos y el tipo de inventario que deseas utilizar.

Herramientas como la geovalla permiten dirigir anuncios a personas cercanas a una ubicación específica, mientras que la optimización dinámica de creatividades (DCO) adapta los anuncios en tiempo real según factores como el clima o tráfico, mejorando la relevancia y efectividad de tus campañas. La segmentación multidispositivo es también crucial para alcanzar a tu audiencia dondequiera que esté.

Las pruebas A/B son útiles para determinar qué versión de un anuncio funciona mejor. Herramientas de atribución pueden ser empleadas para entender el impacto de estos anuncios en las acciones online y offline del consumidor, como visitas al sitio web y compras, lo que permite ajustar la estrategia publicitaria para mejorar el rendimiento y el retorno de la inversión.

Some ways you can complete Programmatic Out-of-Home (OOH) A/B testing: Creative Variations: Test different ad creatives for visuals and messaging. Location Testing: Experiment with diverse placements to find high-performing locations. Dayparting: Identify optimal times and days for maximum effectiveness. Audience Segmentation: Target specific segments with tailored creatives. Dynamic Content: Use real-time adjustments based on factors like weather or events. Integration: Assess how OOH ads perform alongside digital channels. Geofencing: Target specific areas and measure campaign effectiveness within boundaries. Always refine, review and share the test results back with your team!

Es importante evitar contenido sensible que pueda ser considerado ofensivo y asegurarse de que los anuncios tengan un impacto positivo tanto ambiental como social. Para esto, se pueden seguir las directrices y recomendaciones de entidades como el Interactive Advertising Bureau (IAB) y asociaciones de publicidad exterior locales.

Utilize real-time data such as weather, traffic, and audience demographics to dynamically change the messaging for relevance and impact is a good tactic ! And Ensuring your ads are contextually relevant to the location and the audience, enhancing the likelihood of engagement.

Programmatic Out-of-Home (OOH) advertising, which automates the buying, placement, and optimization of OOH media, offers unique opportunities for enhancing media marketing campaigns. One thing that I have found helpful is to understand your customer avatar. For example, leverage data analytics to understand where your target audience is most likely to be and when. Tailoring your OOH ads to the right demographic at the right time and place is crucial. By following these best practices, you can effectively use programmatic OOH to enhance your media marketing campaigns, reaching your audience in innovative and impactful ways.

As more people start using programmatic OOH, there's going to be a bigger demand for measuring these ads which will see new platforms emerge. We'll focus on dynamic and real-time measurements that work for all outdoor ad spaces and digital screens, following clear standards everyone can integrate. As the techstach gets better, more brands and companies will want to use programmatic OOH, and we'll see improvements in ways to measure their success.