Five factors to consider when launching your DOOH campaign

Digital out of home (DOOH) is positioning itself as one of the most innovative and efficient options in a digitalized world where advertising options abound. In this article, we will review five factors that you should include in your next campaign to make it successful and impactful, thus achieving better results.

Last update: September 11, 2024

To ensure that your marketing outdoor campaigns are profitable, it is relevant to implement these five aspects that inherently influence the success of a campaign: preparation, targeting, media selection, creatives, measurement, and optimization.

Preparation

Campaign objectives: Clearly define the objectives of your campaign and what you want to achieve, such as increasing brand awareness, targeting a specific audience, boosting sales, or making an impact in a particular area.

Campaign budget: Describe the total budget allocated to the campaign. Reflect on the key days or dates on which you want to invest more. Also, consider the budget that should be assigned to each screen, depending on your area of interest.

Audiences

Identify the specific target audience for the campaign. Take into account your target audience's demographics. Defining precise demographic factors is possible with programmatic advertising. This way, you can segment based on age, gender, and socioeconomic position according to your objectives. This audience-centric approach allows advertisers to personalize their segmentation strategy with tailored audiences, maximizing the campaign's effectiveness with a holistic perspective.

Direction

Consider the specifications of your campaign, determining its total duration. Decide if you want it to be available only on certain days of the week and during specific hours of those days when you want to display your ad. This will ensure precision and efficiency in delivering your ads.

Additionally, filter by country, province, or specific points of interest. This allows you to choose the best screens for your campaign, contextualized in your area of interest. The essence of OOH has always been based on context, and now, thanks to data and technology, as a marketing specialist, you can programmatically activate audience-based targeting in DOOH.

Media Selection

When deciding the types of screens, it is worth considering the format and creative requirements of each location and ensuring that the message is relevant to the context and environment. Select the appropriate screens to effectively deliver your message. The right choice of screens, combined with the company's budget, leads to successful campaigns.

Creative Selection

A key element is selecting impactful creatives that resonate with your target audience, with concise and clear messages. Keep in mind that the flexibility and dynamism of programmatic advertising allow for moving content, so consider including video content that captures your target's attention.

One of the greatest benefits of programmatic DOOH is the adaptability and optimization of ongoing campaigns. This ensures that buyers can achieve maximum efficiency and effectiveness at all times.

Measurement and Optimization

Precise measurement is essential to evaluate the effectiveness of a programmatic DOOH campaign. It is important to consider the following measurement methodologies: evaluate changes in brand perception and recognition as a result of the campaign, measure the increase in footfall and the impact of the campaign on generating business visits.

At the end of the campaign, you need a comprehensive report with the results. This report should include the budget spent, total impressions, and overall impact in a straightforward manner. Additionally, it is important to know which screens performed best. All this information should inform your marketing strategy for future campaigns.

It is significant that metrics are not only present at the end of a campaign but accompany the entire process. Programmatic advertising allows for constant measurement and analysis, facilitating adjustments to your campaign at any time.

Conclusion

Programmatic digital out of home (pDOOH) advertising is an increasingly effective way for advertisers to generate appealing and contextually situated content for their target audience. Technology simplifies previously complex processes into simple steps, achieving efficient results in outdoor advertising. By considering all these factors and regularly monitoring and optimizing your campaign, buyers can achieve the best possible results and make the most of the benefits offered by programmatic DOOH.

This article serves as an introduction to the creation of DOOH campaigns. If you want to create an impactful campaign, you can read our comprehensive guide to Taggify's DSP platform next week, where all the functionalities are explored in detail. This guide will help you take your campaign creation skills to the next level.