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Out-of-the-box ABM

Extend your marketing mix outside the "Facebook/Adwords" box

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3 min read

DOOH is more affordable than you think

Companies with marketing budgets under $100,000 are 15% less likely to invest in digital out-of-home advertising than their larger corporate cousins. That hesitation could pose a serious competitive risk, considering that 41% of brands overall are now investing in DOOH.

And there’s no reason to shy away, because DOOH is more affordable than you might think.

During the pandemic, it was easy to reach your target audience online, because that’s where everyone was, of necessity. Now that everyone has fanned out into the real world, there are as many potential places to reach your targets as there are places to go. Clearly, OOH advertising is the way to keep pace with them.

Digital OOH can do even more for marketers with limited budgets because it can deliver your ads to more finely-tuned audiences with greater flexibility than traditional OOH.

Ramp DOOH example

Digital OOH runs the media gamut

You can find digital screens everywhere your audience goes when they leave home.

  • Roadside billboards and streetside posters
  • Sidewalk kiosks with interactive screens
  • Street furniture
  • Public transit, taxi and rideshare advertising
  • Place-based screens (stores, lobbies and waiting areas, restaurants, event venues, gas pumps, etc.)
  • Mobile LED trucks

DOOH delivers results

DOOH advertising is productive for all size businesses now because it is so versatile. It can:

  • Increase brand awareness and recall
  • Capture interest from new customer segments
  • Give smaller brands a bigger presence to keep with (or surpass) competitors
  • More than compensate for sagging digital ad performance

DOOH delivers affordable results because it is efficient.

The two things that are always in shortest supply for smaller businesses are time and money. Digital technology addresses both of these challenges to make DOOH advertising not only effective but cost-effective.

How?

More efficient spending

Scheduling and duration are entirely up to you.

Everything about DOOH is customized, based on ads delivered, not timeframes. No need for a 4-week commitment, unless that’s what you want. Run a last-minute promotion to reduce overstocks or pause a campaign if inventory sells out.

Ads can be changed in real time (or almost).

Change content as the weather or time of day change — run a “we’re just around the corner” happy hour promotion, for example. Or quickly replace a poorly performing ad with one that’s generating strong results.

How do you know an ad is working (or not)? Tracking data that allows you to optimize as you go! Digital technology not only sharpens your targeting, it provides a wealth of valuable data to track and evaluate ads and campaigns.

Yet DOOH is consumer-friendly when it comes to tracking because the data is anonymized. That means you can afford to use DOOH without offending privacy-conscious audiences.

 

Leafly-NJ-Campaign

More efficient manpower

Up until now, fragmentation has been a serious barrier to DOOH participation. In the same survey where many companies with smaller budgets admitted they had not yet tried OOH, marketers across the board complained about the “chaotic” environment and tremendous time commitment required. They said it was difficult to navigate DOOH to:

  • Choose the right D/OOH media
  • Choose the right locations
  • Choose the right suppliers
  • Track results and campaign impact

Now that barrier has been demolished.

Instead of bemoaning the fact that your small staff can’t possibly handle the myriad hours of research, making contacts with multiple suppliers, negotiating and comparing costs, etc., you can rely on programmatic automation to do the work for you.

OneScreen.ai’s platform pulls it all together.

It is a comprehensive, one-stop marketplace where D/OOH buyers, sellers and simplicity intersect, seamlessly. And it has “affordable” written all over it, because the platform is free to use.

No need to waste precious time or budget more money to hire a cadre of OOH experts to prep, execute, track and analyze your campaigns. Existing staff can confidently do a great job and have time to deal with other marketing challenges as well.

Whatever your budget and staffing realities, you can start with a DOOH strategy that fits comfortably where you are now, then build from there. Don’t assume you can’t afford it, because . . .

DOOH can actually pay for itself

Virtually all OOH advertisers in the survey mentioned earlier — 96% — report they are satisfied or very satisfied with the return they’re getting on their investment. And while some marketers are concerned about rising costs of customer acquisition, brands that use both OOH and DOOH are 4x more likely to report reduced CACs.

Lower costs plus time savings make DOOH more affordable. But it gets even better. Companies pleased with their results and ROI credit their OOH/DOOH advertising with a 51% average increase in monthly revenue.

Their ads are literally paying for themselves. We’d say that’s the ultimate in affordability.

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