How to Leverage Screen Location in DOOH Advertising Campaigns

Digital out-of-home advertising has taken the advertising world by storm. DOOH screens are now a vital part of the urban landscape, as they offer advertisers unique opportunities to reach their target audience in high-traffic locations, cutting through the noise of traditional advertising methods to engage with consumers in unique and captivating ways.

Any well-executed marketing campaign is the result of collective efforts to leverage a series of key variables. Creative resources, dynamic and engaging content, a defined target audience, an allocated budget, and performance monitoring are some of those essential pillars; now, when it comes to DOOH advertising campaigns, screen selection becomes just as important as them.

As an advertiser or a marketing enthusiast looking to make the most out of your campaigns, you might have wondered how to leverage screens and select locations that maximize impact. In this article, we'll explore key strategies to assess DOOH screens, and we will provide essential tips for selecting the ones that best suit the objectives of your DOOH advertising campaign.

Strategic Placement: The Art of Leveraging Locations for DOOH Advertising Campaigns

Out-of-home screens can range from large digital billboards like the ones on Times Square or urban panels such as bus shelters and driveway or sidewalk displays; to smaller place-based screens located at or near shopping malls, office or school buildings, restaurants, gyms, and other common locations from everyday life.

A smart screen selection depends on the objectives of each DOOH advertising campaign and the audience demographic the ads are intended for. Once those factors are accurately defined, advertisers must assess the sustainability of screen locations in order to choose the best ones for each specific ad at each point of the campaign rollout process.

In other words, placing your ads strategically ensures your brand’s message reaches the right people at the right time. At the same time, assessing locations helps to determine which creatives are more suitable for that specific DOOH advertising campaign and how the message should be showcased to drive better results.

A Closer Look at DOOH Displays: Evaluating Digital OOH Screens

When embarking on a DOOH advertising campaign, the first step is to assess the available screens and their locations. Here are some factors you should take into consideration when evaluating out-of-home displays for your next DOOH advertising campaign:

Audience Demographics

Understanding your target audience is crucial for your campaign’s success. What is the audience demographic your brand or campaign aims for? Is your campaign intended for teenagers, tourists, businesspeople, parents, artists, music lovers…? Identifying your audience's core characteristics and interests will help you tailor your message effectively.

If you are interested in specific locations, make sure to analyze the demographics of the area surrounding the screen, including age, gender, and pursuits, to ensure it aligns with your campaign objectives. Analyzing pedestrian patterns and peak hours will also provide insights for optimal screen placement.

Screen Placement

The strategic placement of DOOH screens is paramount. If you want to introduce a brand or showcase its compelling message, large displays in high-traffic areas are great for maximizing exposure. Ideal locations include shopping centers, transportation hubs, and popular streets.

If you are looking to promote a specific product or you want consumers to associate your brand with their lives directly, you may use place-based DOOH screens to engage with your audience in everyday settings or during their daily activities.

These screens are directly linked to the environment where they perform and command consumer attention based on them, which works great if you want to capitalize on dwell time and convey tailored creative experiences. For example, a sportswear brand could easily use DOOH screens at gyms, while a transportation company could promote its services near crowded office buildings or universities.

DOOH indoor displays are top point-of-purchase options if you are looking to promote limited deals or discounts that drive consumers into purchasing. These screens can be found at supermarkets, convenience stores, grocery or liquor stores, and pharmacies, and they offer excellent opportunities for influencing purchasing decisions and connecting with audiences on the spot.

Screen Technology

The quality of displays is key for assessing the suitability of screen locations for your DOOH advertising campaign. Each screen has specific hardware and software, as well as available features that enable creative possibilities or boost the impact of the overall campaign.

Assess the quality and technical aspects of the screens, their size and orientation, and the technology used. High-definition screens with vivid colors can make your content more appealing and engaging to passersby. However, monochromatic screens can also work to your advantage, depending on the content you want to display.

A good idea might be to consider screens that allow for content synchronization. This enables you to create a consistent and impactful message across multiple screens in the same area. Some DOOH screens, on the other hand, offer interactive features, allowing viewers to engage with your content actively. These can be a great choice for immersive advertising experiences.

Elevate Your DOOH Advertising Game With the Right Screens

The key to successful DOOH advertising campaigns lies in understanding the power of screen location. By strategically assessing and selecting the right screens, you can effectively convey your message to your target audience and drive campaigns to success. Sharpen your ability to assess locations and harness the potential of DOOH screens to boost your brand's visibility and engagement.