Interested in DOOH advertising?
This primer gives you everything you need to know before launching a digital out of home advertising campaign.
What Is Out Of Home Advertising?
Out-of-home advertising (OOH) traces back thousands of years, with the earliest civilizations using it to publicize laws and treaties. The first large-format American poster originated in New York advertising the circus in 1851.
OOH has since expanded to placements on park benches, transit, restaurants, and more. In 2005, the first digital billboards were installed and forever changed OOH advertising.
What Is Digital Billboard Advertising?
Digital out-of-home (DOOH) is a subset of the larger OOH category. This format provides an automated, targeted, dynamic and interactive way to reach on the go consumers in public places.
DOOH ad spend accounts for roughly a quarter of all US OOH spending. Growth can largely be attributed towards an increasingly mobile consumer, which in-turn increases the visibility of out-of-home media.
According to the OAAA, Americans now spend 70% of their time outside of the home, an increase of 50% over the past two decades.
Furthermore, consumers consume 60% of media via their smartphone or tablet on mobile web and apps. This lends to advertisers’ ability to connect with on-the-go audiences across touch points, including DOOH.
Download the full primer below to start leveraging this key advertising channel for your brand today.
What You’ll Learn:
- How DOOH advertising is bought and then measured
- When you should consider out of home advertising
- Digital out of home content strategies and best practices
- Available environments and ad inventory
- The major players in the industry
If you have any further questions, contact Coegi to learn more!
Digital Out of Home – A Brief History
Out-of-home advertising (OOH) can be traced back thousands of years to early civilizations. The first large-format American poster, measuring 50 square feet, originated in New York advertising the circus in 1851. By 1900, a standard billboard structure was established in America.
With more products entering the market over the century, new and creative ways of reaching consumers became necessary. OOH expanded to park benches, transit, restaurants, etc. In 2005, the first digital billboards were installed, forever changing OOH advertising.
What is Digital-Out-of-Home?
Digital out-of-home (DOOH) is a subset of the larger OOH category. DOOH markets to consumers when they are on the go in public places. Instead of interrupting a user’s online experience with an ad, it meets them in real life. Also, rather than traditional billboards, these placements can be dynamic and interactive.
The Growth of DOOH Advertising
Various eMarketer studies suggest DOOH ad dollars account for roughly a quarter of all OOH spending in the US. Growth is largely attributable to increasingly mobile consumers who are in turn increasing the visibility of OOH media. According to the OAAA, Americans now spend 70% of their time outside of the home. This is an increase of 50% over the past two decades. Plus, consumers consume 60% of media via their smartphone or tablet on mobile web and apps. This lends to advertisers’ ability to connect with on-the-go audiences across touchpoints, including DOOH.
How is DOOH Inventory Bought?
Direct – Sign individual IOs and contracts with OOH vendors to secure space upfront using specific parameters. Space is usually secured on a monthly, quarterly or annual basis.
Open Exchange – Purchase inventory at auction within seconds before the impression is served. The buyer gains control of when and where their ads will be shown. However, publishers reserve some inventory for direct buys. Advertisers can engage in private marketplace deals to secure more premium inventory through programmatic channels.
Private Marketplace – Secure priority access to premium inventory like airports and roadside billboards through private marketplace (PMP) deals. This offers greater control of creative messaging, ad timing and data usage, while still giving publishers higher yields. PMP inventory is typically higher in price than open-exchange inventory.
How to Measure DOOH Campaign Results?
As a one-to-many medium, multiple people can see an OOH ad at once. Nielsen and Geopath provide US industry standards for measuring impressions using variables such as speed data, traffic, on-site counts and audience distribution data.
Geopath does the majority of roadside billboard measurement. Nielsen assigns each type of signage a multiplier based on average views per ad play. If using a DSP, advertisers can use 1×1 tracking pixels to track how many plays an ad receives.
High-Impact Use Cases for Digital-Out-of-Home Advertising
DOOH for Lower-Funnel Campaign Objectives
Programmatic technologies allow for more targeting controls throughout the day. They allow a creative digital media buyer to control spend only when and where a user is most likely to convert.
- A coffee brand only advertises before 2 pm.
- A food delivery app optimizes spend towards areas where drivers aren’t getting rides.
- A pharmacy only serves to DMAs where allergy counts are high.
- A sports team pauses a campaign when tickets sell out.
DOOH for Targeting Niche B2B Audiences
Many B2B marketers view out-of-home as a mass-market medium, rarely leveraging it outside of industry events. However, with smart use of customer data, planners can confidently buy screens when their niche audience is most likely to see them.
Example: A trade group targeting architects want to geofence a four-day conference in Las Vegas. They can buy the DOOH signage within a radius of the conference and at the airport. Additionally, they can upload attendee data to continue the campaign after the conference to reinforce messaging.
DOOH for Testing Multiple Creative Messages
With static billboards, the same creative often is deployed for 6 or 12 months at a time. Programmatic creative is deployed with an ad server, allowing for more robust creative testing. By pairing this technology with an intelligent measurement strategy, brands can test messaging. Additionally, by porting other data points, creatives can be dynamic and change in real time.
- A hospital shows current ER wait times
- A sports team displays a countdown clock to tip-off
- An auto shop displays weather conditions and alerts
How to Design a DOOH Advertisement
You should approach your DOOH content strategy differently than typical display or video campaigns. These placements truly reach people on the go, so you must capture the attention of onlookers immediately and leave them with a memorable message.
Consider these design elements for your DOOH assets:
- Loop or slot length (if applicable)
- Physical display size
- Resolution of display and aspect ratio
- Whether or not sound is available
- Motion types accepted
- File type and maximum size accepted
- Video codec type (if applicable)
- Capabilities: linear, dynamic, data-driven, real-time optimization, etc
- Content restrictions such as adult content, alcohol, violence, drugs, etc.
DOOH ad content should be relevant to both the brand and the display location. Also, make sure the brand name is present and viewable to drive awareness and make the brand connection with viewers.
How to Access Digital Billboard Advertising?
Contact Coegi to get a full list of venues available in your target geo and the accompanying creative specs. Creative opportunities differ by venue and can include static and animated ads, large format ad sizes, sound-off or sound-on creatives and more.
To achieve maximum scale, DOOH advertisers should send creatives that can scale across multiple venues. Your Coegi account team can advise on which venues are best for your audience and goals and provide creative requirements accordingly.
You can also read our DOOH FAQ article with Vistar Media, one of our industry-leading technology partners.
CPG brands, are you taking advantage of the power of Instacart advertising solutions?
Benefits of delivery provider advertising
Delivery apps offer robust first party data, allowing brands to target in-market audiences interested in your products. Grocery and alcohol brands can leverage display and sponsored product placements with Instacart advertising to drive purchases while audiences are actively shopping.
Why use shopper marketing?
Creating shopper marketing campaigns is a win-win for brands and retailers. Retailers gain more shoppers and brands receive better shelf-space and visibility in return. Additionally, brands benefit from simplified product discovery for their products. To do this effectively, it is important to understand the consumer shopping journey, reaching them in between shopping visits and at a frequency that makes sense given the cadence of shopping for the product.
Leverage delivery provider data
Delivery provider ads are a strong shopper marketing option for brands highly focused on ROAS and driving attributable sales. These solutions help facilitate quick conversion and minimize point of purchase friction. Serving ads in delivery platforms, such as Instacart or UberEats, creates closed-loop reporting so brands can connect marketing directly to in-platform sales.
In this webinar, our Instacart representative outlines the strategic solutions available on the platform. Along with Coegi’s panelists, they discuss best practices you can use to reach your audience and drive CPG sales through the Instacart platform.
View the webinar to learn:
- How consumer trends and external factors are driving delivery growth
- What opportunities are available for brands with Instacart advertising
- How to leverage Instacart ads to drive product sales
- Strategic insights for maximizing results of Instacart campaigns
After viewing, if you have further questions, don’t hesitate to reach out to Coegi for more insights on how to activate a shopper marketing campaign!
Ready to take your CPG digital marketing strategy to the next level?
The world of CPG marketing is exciting and bursting with growth opportunities. In fact, e-Marketer reports retail and CPG will be the top industries for ad spend growth in 2022, both expected to increase by more than 30% year-over-year. With these opportunities comes significant competition, but strategic CPG marketers can create smart media plans that build meaningful impact with their most qualified audiences.
In Coegi’s CPG Playbook You Will Learn How To:
- Understand and leverage the latest digital marketing and ecommerce trends impacting CPG brands
- Create the optimal media mix by understanding the most effective channels for CPG advertising
- Implement cookieless solutions to reach your target audience on digital channels
- Measure the results of omnichannel CPG marketing campaigns
How to reach your target CPG audience with digital marketing?
Leverage consumer data to gain a robust understanding of your customers and apply cookieless targeting methods to future-proof your strategy. Do in-depth audience research accompanied by channel testing to determine the optimal media mix for your brand.
How to create the optimal CPG marketing channel strategy?
How can your marketing support your overall sales strategy? Incorporate key e-commerce and digital marketing tactics into a holistic marketing strategy placing your brand at every customer touchpoint, while also optimizing for reach and addressability.
How to measure the results of your omnichannel marketing?
In this playbook, we outline the tools, technologies, and techniques needed to showcase meaningful CPG marketing ROI. Learn how to activate the right data partners, align your marketing with business goals, track incremental results and, finally, create a customized measurement framework for your brand.
Download the CPG Digital Marketing Playbook now to level up your strategy. If you have any questions, don’t hesitate to contact us to set up a discovery call.
What CPG digital marketing channels will give your brand the most bang for your buck?
CPG brands typically lead the way in adopting new marketing tactics, so it’s important to stay ahead of the curve.
The Top 10 CPG Marketing Channels
Video ads are one of the most engaging mediums to capture user attention. As a result, video produces meaningful marketing results on social platforms. In particular, short form video is impactful in driving both branding and performance goals in as little as six seconds.
Why is social video effective for CPG brands?
CPG video ad spend will increase by 38% in 2022. Video-first channels such as YouTube, TikTok, and now Instagram are excellent because consumers choose to visit these platforms to learn and be entertained. Think how-to makeup tutorials for beauty brands or recipe videos for food and beverage brands.
How to use social video successfully:
Use short-form video to show your brand personality and bring messaging to life. Additionally, show your product or service in action, demonstrating real-life use cases. Finally, make optimize your video for mobile viewing and follow other creative best practices outlined here.
48% of all social media users made a social commerce purchase in 2021 and 77% of Millennials and Gen-Zs use social media to shop. These purchases are being driven by trends such as live commerce, in-platform shopping tools, and improvements to in-app purchasing processes.
Why is social commerce effective for CPG brands?
Today, product discovery is taking place on social media. Platform algorithms optimize to showcase brands and sponsored posts in ways that feel organic to the user. CPG brands can cash in on the opportunity to position their product in front of engaged audiences by using various social commerce applications to find their niche consumer groups.
How to use social commerce effectively:
Explore various ways in which your brand can be discovered on social media, whether through promoted product posts, influencer live streams, or social marketplaces. Then, create a seamless purchase process and have a measurement and pixel strategy in place to capture the resulting sales.
Read more: Social Commerce 101
Influencer marketing ad spend will surpass $7B in 2022. These digital creators are both storytellers and social media experts, well-versed in creating authentic messaging which resonates with their followerships.
Why is influencer marketing effective for CPG brands?
Influencer marketing is not just an awareness play. Creators are increasingly driving the social commerce landscape. Tactics such as livestream commerce, discount and affiliate codes, and shoppable posts support down-funnel conversions for CPG brands, while also building brand affinity and trust.
How to use influencer marketing successfully:
Allow creators to make authentic content that is not overly scripted. Social media users want to see relatable content which feels authentic to the platform they are on. Learn from the social expertise of influencers and their cultivated communities.
To learn how to choose the right influencers for your brand, watch this video.
As of 2021, there were nearly 214 million CTV users, and that number is projected to increase to 230M by 2025. With the proliferation of cord-cutting, connected TV is becoming a dominant channel in the digital advertising space.
Why is CTV effective for CPG brands?
Connected TV advertising delivers high impact video content on the largest screen in the household. CPG brands can showcase their products and tell their brand story with greater flexibility than traditional TV, while also achieving incremental reach. It also allows for greater addressability through contextual and behavioral targeting, so CPG advertisers can speak to refined audience groups.
How to use CTV advertising successfully:
Communicate your message with quick 15-30 second ad placements that are visual and compelling to your target audience. Also, be strategic with your channel selection. Rather than running only on one platform, such as Hulu, maintain appropriate frequency and extend reach with cross-channel integrations.
Listen to our CTV podcast episode: The Future of TV
Digital Out of Home (DOOH)
According to the OAAA, Americans now spend 70% of their time outside of the home, an increase of 50% over the past two decades. As audiences become increasingly mobile, DOOH is making its way back as a staple in omnichannel marketing plans.
Why is DOOH effective for CPG brands?
DOOH placements are a great way for CPG brands to achieve mass market reach with greater flexibility, improved targeting, and quicker activation. Brands can test and swap creatives to cater messages to core audiences and contextual placements. Additionally, you can control spend by only showing up when and where an individual is most likely to convert.
As more digital screens become available, the DOOH inventory options and contexts are only rising. For example, food and beverage brands can advertise on grocery store screens, gas station kiosks or bars to drive quick purchases.
How to use DOOH advertising successfully:
Understand the format and scale that your message will be delivered in. Additionally, use a clear font and a simple message to convey your message in the 3-6 seconds.
Learn more: The Digital Out of Home Primer
Paid search gives brands the opportunity to have preferential placement on search engine results, while only paying for click-based engagements. Ad spend in this channel increased 39% in 2021 and is expected to rise in 2022.
Why is paid search effective for CPG brands?
This channel is particularly important for CPG brands seeking to drive eCommerce sales. 40% of all product searches begin on search engines, so PPC is the key to being discovered by new, in-market audiences.
How to use paid search advertising successfully:
Support your paid search efforts with organic website search engine optimization. 30.5% of eCommerce traffic comes from SEO, so it must go hand-in-hand with PPC to support your overall search strategy.
Nearly 300 million US consumers will redeem short message service (SMS) coupons in 2022. As a result, SMS marketing is rapidly growing due to its effectiveness in driving quick, inexpensive conversions and high engagement rates.
Why is SMS messaging effective for CPG digital marketing?
Many CPG marketers now use SMS as a strong purchase driver. After being alerted about a special sale or new release, customers are prompted to redeem a discount code, view a new product drop, or check out a new sale. This can push audiences to complete a purchase they have been considering. In-message links and discount codes also offer a more clear way to track attributable conversions.
How to use SMS marketing effectively:
Tie SMS marketing into loyalty programs to facilitate a value exchange with customers. You are then able to collect their contact information. In turn, they receive your special offers, coupons, and are the first to know about new offerings. Lastly, make sure you are compliant with the TCPA guidelines.
Amazon Advertising Platform
Amazon Ads is expected to exceed $32 billion in revenue by 2023, accounting for an estimated 76.2% of US eCommerce ad spending in 2021. It is the undisputed leader in eCommerce with a wealth of valuable consumer data.
Why is Amazon advertising effective for CPG brands?
Amazon offers multiple ways for CPG brands to engage with its vast audience by advertising on-site or across the open internet. The platform data provides visibility into millions of consumers’ shopping behaviors. There are various ad formats for point of purchase advertising as well as opportunities for awareness and consideration tactics that will ultimately lead to increased sales.
How to use Amazon Ads successfully:
Utilize real-time data to target in-market audiences with Sponsored Product Ads. Additionally, expand your reach with lookalike audiences who are similar to your best customers to enhance awareness and consideration.
View our blog post: How to Drive Full-Funnel Advertising Results on Amazon
Retail media refers to media placements owned by retailers using their first-party POS data. These can be executed on retailer sites or programmatically on social and display channels. This channel now accounts for one in every eight dollars of digital ad spend.
Why is retail media marketing effective for CPG brands?
Retail media is now the third largest digital advertising channel in the US, making it a pivotal part of any CPG strategy. Brands are seeing more full-funnel implications of retail media’s high value shopper audiences. CPG advertisers can take advantage of eCommerce site ads as well as programmatic placements to find retailer audiences and take them from awareness to point of purchase with closed-loop measurement.
How to use retail media advertising successfully:
Use retail media in a holistic, connected plan. Connect media across social, ecommerce and DTC channels to ensure they are supporting each other and driving customers through the funnel.
Read to learn more: Retail Media’s Impact on the CPG Marketing Mix
High Impact Display
Display ads served programmatically or purchased via direct buys offer CPG brands the opportunity to make a splash with their broad awareness and consideration campaigns.
Why is display advertising effective for CPG brands?
Display provides a great opportunity to drive engagement by helping stop the scroll and generate interest. CPG brands can also use high impact display ads to retarget audiences who have interacted with the brand’s website or social channels. This keeps your brand top of mind. Plus, it helps support campaign efforts as customers move through the purchase funnel.
How to use high impact display successfully:
For CPG brands, we recommend using dynamic creative for personalized and interactive offers which drive measurable actions, rather than standard banner ads. Create various creative collateral tailored to your unique audience groups.
To learn about additional channels and tactics for CPG brands, download the complete CPG Digital Marketing Playbook.