Leverage digital OOH as the market is fragmented and consumer movement is picking up

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 03, 2020, 2:34 AM UTC

Targeting the right geographies under the right conditions enhances digital out-of-home (DOOH) ads.

With travel and commerce restrictions easing in the US, marketers must capitalise on the opportunity to reach consumers with little distraction through DOOH advertising. However, marketers must target messages according to real-time activities as trends fluctuate week-to-week, and protests and curfews have spurred up in several cities.

Leveraging DOOH can help brands distribute ads across geographies and channels with omnichannel data. Marketers can also deploy dynamic creative optimisation (DCO) to execute ads based on changing traffic and weather patterns.

Further, with activities near DOOH screens like groceries and highways increasing and DSP for DOOH showing more inventory, ad spends in categories like air travel may increase. The author contends investing in DOOH right now can benefit brands due to reduced prices and lessened competition.

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