Understanding Digital Out-of-Home Audience Measurement
In the dynamic landscape of advertising and marketing, reaching the right audience with the right message isn’t just important, it’s paramount. With the emergence of new technologies and the ongoing shift to digital media, the strategies for targeting these audiences have become increasingly sophisticated, especially in the world of advertising.
Digital Out-of-Home (DOOH) advertising has gained immense traction due to its ability to engage a broader and more diverse audience. Understanding and measuring the reach and effectiveness of DOOH campaigns is vital for both media networks and advertisers, and this is why having a proven audience measurement methodology for DOOH media is vital.
What is Digital Out-of-Home Advertising?
First, it’s important to highlight what DOOH advertising actually is. It’s advertising that involves displaying digital content on screens located in public places, such as billboards, transit stations, airports, shopping malls, and other high-traffic areas. Unlike traditional static billboards, DOOH allows for dynamic and interactive content, enabling advertisers to tailor their messaging to appeal to the types of people actually viewing their advertisements.
There are three primary types of Digital Out-of-Home Advertising:
- Large Format: Roadside billboards, transit and bus shelters, bench signs, spectacular displays (i.e. Times Square digital screens)
- Place-based: Office buildings, colleges and universities, doctor’s offices, spas, movie theaters, gyms
- Point-of-purchase: Gas stations, convenience stores, grocery stores, shopping malls, parking lots and garages
Importance of Digital Out-of-Home Audience Measurement
In the digital marketing space, measurement and analytics are essential components of any successful campaign. Digital Out-of-Home Audience Measurement is the process of evaluating the impact and effectiveness of DOOH campaigns by analyzing audience behavior, demographics, impressions, reach, and other relevant metrics. This data-driven approach helps both advertisers and media networks. The former by empowering them with intelligence to optimize their campaigns and tailor content to maximize audience engagement and the latter by enabling them to more effectively sell and promote their inventory to advertisers.
Components of Digital Out-of-Home Audience Measurement
1. Impressions, Reach, & Notice
Understanding the number of people exposed to the digital ad (impressions), how far the message travels (reach), and the likelihood in which consumers actually watched the content (notice) are all fundamental components of DOOH. This data provides insights into the campaign's overall visibility and potential audience size.
2. Audience Demographics
Analyzing the demographic composition of the audience exposed to the DOOH advertising allows advertisers to ensure that their content is reaching the intended target audience.
3. Dwell Time
Dwell time refers to the duration a person spends viewing the digital ad and it provides insights into the level of engagement and likely interest generated by the content.
Enhancing DOOH Measurement
Through location intelligence and surveys, brands can go even further with audience measurement than ever before with the ability to observe the movements and actions taken by the audience after viewing the advertisement to help gauge the campaign's effectiveness in driving desired outcomes.
As technology continues to evolve, the methods for measuring DOOH audience engagement are becoming more sophisticated. Artificial intelligence, machine learning, location intelligence, and digital facial recognition are being employed to analyze audience behavior, recognize demographics, and even determine emotional responses to advertisements. These advancements enable advertisers to fine-tune their campaigns for better resonance and impact.
Conclusion
Digital Out-of-Home Audience Measurement is an essential tool for advertisers and media networks seeking to make data-driven decisions and optimize the impact of their DOOH campaigns. By analyzing audience metrics, advertisers can tailor their content and strategies to engage their target audience in a meaningful way. And by understanding audiences on a deep level, media networks can more easily sell their products to advertisers. As technology continues to advance, the accuracy and depth of audience measurement in the DOOH space will only improve, further enhancing the effectiveness and efficiency of out-of-home advertising.
The People Platform’s Digital Out-of-Home Audience Measurement service is the #1 source for audience measurement data. To further distinguish ourselves from other measurement providers, we have the ability to collect and report audience metrics data designed to align with video-based impressions. This allows us to provide our measured networks with comparable video metrics, such as notice and dwell, to all other media. Get in touch with us today!
