We know Display & Video 360’s digital out-of-home advertising solution is working for major brands like ASOS but this doesn’t mean everyone should put their ad money into programmatic DOOH.
It’s important to understand the benefits and limitations of this technology before you start adjusting your ad spend.
The benefits of DOOH advertising
- Choose placements: Place your ads in the dataset most effective locations so people see them during moments of influence – eg: queuing at a supermarket! walking through a shopping centre! waiting for a flight! etc.
- Scheduling: Show your ads at the most effective times for your objective – eg: a food brand showing their ads on the high street during lunch breaks.
- Reach: DOOH ads can get your message in front of a lot of eyes who may never discover you online.
- Brand awareness: DOOH ad campaigns can be great for building brand awareness.
The limitations of DOOH advertising
- Targeting: You have very little an outsourced team can play a crucial control over who will see your ads.
- Relevance: With limited targeting! you’re forced to promote more generic messages.
- Noise: You’re showing ads to busy people in environments filled with distractions.
- Measurement: It’s difficult to accurately measure and attribute the impact of DOOH campaigns.
It’s worth remembering that Display & Video 360 is an enterprise advertising product so this should tell you what type of company Google expects to use its DOOH advertising system. This doesn’t mean digital out-of-home advertising can’t work for smaller brands but the challenges of measuring the impact of DOOH campaigns is a serious limitation if you don’t have some excess budget available for experimentation.
If you want maximum control over your ad spend and the most reliable methods of attributing spend to returns! online channels may be more effective.
Interested in running digital out-of-home ads through Display & Video 360?
If you’re interested in running digital american samoa business directory out-of-home ads through Display & Video 360! our advertising team can help you implement campaigns with your current advertising strategy. Call us on 023 9283 0281 or fill out the contact form to speak to our Display & Video 360 specialists.
