Essentially, it means that the most important goal of any outdoor advertising (OOH) is to broadcast relevant ads to the most suitable audience.

In an audience-based strategy, also known as an impression-based strategy, the advertiser starts by defining the target audience and then determines the desired number of impressions. The process of selecting the place and time for displaying the ads is automated. This is a dynamic approach that contrasts with the traditional method of directly choosing locations.

For example, a luxury car manufacturer aiming to ensure 10 million impressions of an advertising campaign to high-income car buyers may deliver some of these impressions through digital city screens in the morning and others through digital news feeds in the evening if their customers are present in these channels.

Imagine you can target digital city panels above specific subway stops in New York where fashion enthusiasts are likely to stroll when they are most likely to be there. Or reach football fans with presence along the roads leading to the stadium, but only on game day. This is a more precise and less crude way to reach the audience you need.

The digital direct advertising server provides all the flexibility, immediacy, and advanced capabilities of audience-targeted or programmatic advertising, while all the heavy lifting is done on our side. It all starts with defining your audience. (The advertiser has a choice of over 8,000 different audiences.) Then the data platform determines which DOOH (Digital Out-of-Home) media will be indexed for the desired audience and when. This is the best place! But the outdoor advertising audience is just the beginning.

There is a natural synergy between the devices we always have with us and the DOOH screens present in the places where we live, work, and play. That’s why we offer cross-platform retargeting on the smart devices of your audience.

Perhaps the most striking illustration of this synergy can be found in one absolutely stunning statistic: consumers are 48% more likely to engage with mobile advertising after encountering the same campaign out of home.

Ultimately, the combination of outdoor advertising and mobile devices increases both the frequency and reach of the campaign. Here’s how:

People (and their devices) pass through an area where DOOH advertising is most frequently seen, known as the “viewing zone” or “viewing window.”

We identify those who match the target audience and who were in the viewing zone during the ad display.

Advertisers can then retarget this audience on their connected device, increasing the frequency of impressions on top of the OOH impact.

Audiences that match the target audience but were not familiar with the OOH  can be identified and added to the mobile component of the campaign, increasing its overall reach.

Another reason why being out of home and using mobile devices complement each other: 76% of people who saw outdoor advertising soon took action on their mobile device afterward. Such integration of cross-channel campaigns brings numerous dividends in the multi-touch world of the modern marketer.

Breaking down silos promotes creative consistency across all channels, opens up opportunities for campaign measurement, and improves diverse metrics such as brand awareness, ad recall, engagement, and even store visitation. In fact, combining OOH and mobile devices can drive store traffic 2.5 times more effectively than each one alone.

Moreover, the real victory is bridging the gap between online and offline advertising through greater efficiency and insights that surpass what each media channel can provide on its own. This alignment fosters economies of scale and makes campaigns more comprehensive and holistic.

Digital signage equipped with digital signage software enables the creation of dynamic advertising campaigns. With a Content Management System (CMS), advertisers can easily update content on their signs in real-time, ensuring information remains relevant. Using programmatic DOOH automates the process of purchasing ad time on advertising inventory, making it more efficient.

Mobile devices, in turn, provide direct contact with the audience. Interaction between digital signage and mobile phones through special apps or QR codes allows for instant feedback, increasing user engagement. Video wall software and digital signage players play a key role in ensuring the system runs smoothly and maintaining high image quality.

A centralized video management system allows control of DOOH (Digital Out Of Home) networks from a single center, ensuring unity and consistency of advertising messages. Using DOOH software and digital signage players enables quick responses to market changes and the adaptation of advertising campaigns to the needs of the target audience.

Advertising screens and DOOH networks create vast opportunities for brands, allowing them to reach large numbers of people in high-traffic areas. DOOH Display Solutions offer integrated solutions for advertising placement, ensuring efficiency and high-quality video advertising.

Using digital signage software and mobile devices allows for a high level of personalization in advertising messages. This makes advertising more relevant to each individual user, increasing its effectiveness.

Combining outdoor advertising with mobile devices not only enhances the effectiveness of advertising campaigns but also opens up new horizons for audience interaction. The use of modern technologies allows brands to create interactive experiences that are memorable for a long time.

One of the key aspects of successfully integrating outdoor advertising and mobile devices is the ability to customize content for a specific audience. This allows for quick adaptation of advertising messages to different conditions and locations. Modern content management systems make it easy to update information, taking into account current events, weather, or time of day.

Technologies provide precise targeting, allowing brands to reach the exact audience they need. This is especially important in a highly competitive environment where every contact with a potential customer is significant. Using high-quality equipment ensures that advertising messages are displayed without interruptions and with excellent image quality.

Mobile devices add a new dimension to traditional outdoor advertising. Through integration with mobile apps or the use of QR codes, companies can receive instant feedback from consumers, significantly increasing engagement. This not only allows for a better understanding of customer needs but also helps create more personalized advertising campaigns.

Additionally, mobile devices enable users to share advertising content on social networks, increasing reach and enhancing brand recognition. Such integration of outdoor advertising and mobile technologies makes campaigns more flexible and dynamic, allowing for quick responses to market changes and consumer preferences.

Thus, the combination of outdoor advertising with mobile devices unlocks new opportunities for audience engagement, making advertising campaigns more effective and interactive. It allows brands to better understand their customers and create content that truly meets their needs and expectations.

Advision — Content Management System for remote management and media planning of broadcast video and audio content. We help offline businesses and advertising companies automate workflows and implement a robust Digital Signage infrastructure using our proprietary software and hardware solutions.

Contact us, and we will help you implement the most modern technologies to solve your problems!