Real ROI for Iconic Digital Billboards in the Omnichannel Mix
For years, Digital Out-of-Home (DOOH) advertising has been lauded for its ability to deliver high impact and broad reach. However, measuring its effectiveness and Return on Investment (ROI) has often felt like grasping at smoke. The good news is that the industry is undergoing an attribution revolution, with novel technologies and methodologies providing concrete evidence of the tangible value DOOH delivers, particularly when strategically integrated within an omnichannel marketing approach
Latest Advancements in DOOH Attribution
- Footfall Attribution: Real-world intelligence and footfall attribution are rapidly becoming the norm for discerning DOOH campaigns. This sophisticated method measures whether DOOH exposures demonstrably lead to increased visits to physical brick-and-mortar stores. Intriguingly, this also empowers brands to attribute online shop or landing page visits directly to DOOH exposure.
- Device ID Passback: This potent tool enables advertisers to establish a clear link between ad exposure and specific customer actions across devices, yielding profound insights into how target audiences genuinely interact with advertising content.
- Mobile Location Data: The intelligent tracking of a consumer’s proximity to strategically placed DOOH displays offers a tangible means to measure campaign-driven sales uplifts and facilitates the customisation of retargeting efforts on mobile devices.
- Computer Vision: Certain cutting-edge digital displays now incorporate cameras equipped with motion or facial detection capabilities. These technologies meticulously determine viewership and dwell time, significantly enhancing our understanding of the intricate relationship between ad views and ultimate conversions.
Attribution Models: A diverse array of attribution models is now available to track and dynamically optimise campaigns. These include First-Touch, Last-Touch, Linear, Time Decay, and U-Shaped models. The selection of the most appropriate model is contingent upon the specific objectives and duration of the campaign.
Footfall Tracking: Driving Tangible, Real-World Results
The integration of robust footfall attribution is significantly bolstering DOOH measurement, providing marketers with the crucial ability to ascertain whether DOOH exposures are genuinely driving incremental visits to physical retail locations.
- Real-world intelligence is extending this powerful capability to the DOOH sphere, enabling brands to accurately attribute visits to online stores or specific landing pages directly to impactful DOOH exposures.
Brands are now gaining a holistic and granular view into their real-world audience segments, unlocking invaluable insights such as visitation patterns, the lead time to conversion, and nuanced brand and category affinities.
Brand Lift Studies: Quantifying Impact and Shaping Perception
Rigorous brand lift studies are indispensable for comprehensively understanding the true effectiveness of DOOH campaigns.
- These insightful studies meticulously measure the tangible impact of an advertising campaign on crucial brand perception metrics, quantifying elements such as overall brand awareness, nuanced brand perception, and demonstrable intent to purchase.
- By strategically comparing a carefully selected group exposed to the DOOH campaign with a controlled group that has not been exposed, marketers can effectively isolate the campaign’s specific impact on these key performance indicators.
Seamlessly Integrating DOOH with Online Conversion Data
DOOH is no longer a siloed advertising medium. It has evolved into a potent and synergistic complement to a brand’s broader digital channel strategy.
The ongoing attribution revolution is fundamentally reshaping DOOH, transitioning it from a channel primarily valued for its broad reach and impactful awareness-building capabilities to a fully measurable and demonstrably accountable component of the comprehensive omnichannel marketing mix. By strategically leveraging the latest advancements in sophisticated attribution techniques, precise footfall tracking methodologies, insightful brand lift studies, and the seamless integration of DOOH with online conversion data, Reveel and other forward-thinking DOOH providers can now offer irrefutable evidence of the tangible value their iconic digital screens deliver, definitively proving the significant ROI of iconic digital in today’s increasingly data-driven world.
- The intelligent integration of DOOH with social media platforms fosters user-generated content and facilitates real-time audience engagement, transforming traditionally static campaigns into dynamic and interactive brand experiences.
- By strategically employing unique URLs, easily scannable QR codes, and sophisticated online tracking mechanisms, brands can establish a clear connection between DOOH ad exposure and tangible online conversions, app downloads, and demonstrable increases in overall sales figures.
- The implementation of retargeting capabilities within the DOOH ecosystem offers advertisers a valuable opportunity to identify consumers who have been exposed to their impactful ads, effectively re-engage with those who did not initially convert, and subsequently guide them towards desired actions.
The ongoing attribution revolution is fundamentally reshaping DOOH, transitioning it from a channel primarily valued for its broad reach and impactful awareness-building capabilities to a fully measurable and demonstrably accountable component of the comprehensive omnichannel marketing mix. By strategically leveraging the latest advancements in sophisticated attribution techniques, precise footfall tracking methodologies, insightful brand lift studies, and the seamless integration of DOOH with online conversion data, Reveel and other forward-thinking DOOH providers can now offer irrefutable evidence of the tangible value their iconic digital screens deliver, definitively proving the significant ROI of iconic digital in today’s increasingly data-driven world.