By Arko Chandra Published on : Aug 25, 2022
Out-of-home (OOH) has been the hero of the advertising world for quite some time, with posters and hoardings tactically placed in specific locations to grab the attention of consumers. Fast forward to today, the increasing use and dependence on technology have accelerated Digital OOH (DOOH). It creates a much more immersive experience with digital billboards, interactive ads, and more.
The DOOH channel has proven to be more successful than the traditional, static OOH ads primarily because of its customized audience targeting and measurement capability. B2B decision makers are increasingly investing in DOOH options also because they align with any budget and marketing goals.
Let’s see what DOOH has to offer and how it’s transforming the B2B advertising landscape.
Popping Up Before the Right Audiences
Programmatic DOOH technology enables B2B advertisers to create data-driven strategies, so they can precisely target custom audiences within organizations. That way, marketers have more control over their campaigns and aren’t confined to running ads in predefined locations. Instead, they can activate DOOH screens anywhere they find considerable numbers of target audiences based on data and movement patterns.
Precise Intent Measurement
DOOH ad campaigns are precisely measurable; thus, B2B business outcomes can now be attributed to these campaigns. Marketers can study the data to understand online customer behavior and intent towards specific products/services. Then, they can understand whether the audiences who have come across the offline DOOH ads are interested in specific B2B content post seeing an ad.
Innovative Omnichannel Marketing Approach
DOOH is not a standalone media channel but a blend of digital screens, data-based audience targeting, and accurate measurements. So, DOOH can be perceived as a part of integrated omnichannel marketing campaigns.
Say, B2B marketers can use programmatic DOOH together with mobile ads, where in-app ads can pop up on mobile devices located near DOOH screens. This can be achieved by employing predictive modeling and probabilistic data. DOOH ads can even accelerate other B2B touchpoints like email marketing, content, and social media marketing at each stage of the customer journey.
The DOOH applications that we’ve witnessed till now are just the tip of the iceberg. There’s a vast potential yet to be unlocked by B2B advertisers. Engaging in more DOOH ads will not only spread a brand message but also make the brand stand out from the herd.
Out-of-home (OOH) has been the hero of the advertising world for quite some time, with posters and hoardings tactically placed in specific locations to grab the attention of consumers. Fast forward to today, the increasing use and dependence on technology have accelerated Digital OOH (DOOH). It creates a much more immersive experience with digital billboards, interactive ads, and more.
The DOOH channel has proven to be more successful than the traditional, static OOH ads primarily because of its customized audience targeting and measurement capability. B2B decision makers are increasingly investing in DOOH options also because they align with any budget and marketing goals.
Let’s see what DOOH has to offer and how it’s transforming the B2B advertising landscape.
Popping Up Before the Right Audiences
Programmatic DOOH technology enables B2B advertisers to create data-driven strategies, so they can precisely target custom audiences within organizations. That way, marketers have more control over their campaigns and aren’t confined to running ads in predefined locations. Instead, they can activate DOOH screens anywhere they find considerable numbers of target audiences based on data and movement patterns.
Precise Intent Measurement
DOOH ad campaigns are precisely measurable; thus, B2B business outcomes can now be attributed to these campaigns. Marketers can study the data to understand online customer behavior and intent towards specific products/services. Then, they can understand whether the audiences who have come across the offline DOOH ads are interested in specific B2B content post seeing an ad.
Innovative Omnichannel Marketing Approach
DOOH is not a standalone media channel but a blend of digital screens, data-based audience targeting, and accurate measurements. So, DOOH can be perceived as a part of integrated omnichannel marketing campaigns.
Say, B2B marketers can use programmatic DOOH together with mobile ads, where in-app ads can pop up on mobile devices located near DOOH screens. This can be achieved by employing predictive modeling and probabilistic data. DOOH ads can even accelerate other B2B touchpoints like email marketing, content, and social media marketing at each stage of the customer journey.
The DOOH applications that we’ve witnessed till now are just the tip of the iceberg. There’s a vast potential yet to be unlocked by B2B advertisers. Engaging in more DOOH ads will not only spread a brand message but also make the brand stand out from the herd.
