Techniques Performance Marketers Use to Track Campaign Conversions in the Real World

A report by PJ Solomon reports that people spend 70 percent or more of their hours awake outdoors, boosting the power and potential success of an Out-of-Home (OOH) campaign. Nonetheless, the current climate means many people spend more time indoors, which opens the door to digital marketing. OOH provides a responsive solution for online marketers in this unpredictable landscape, enabling you to generate revenue despite the crisis.

OOH is a critical complement to digital marketing, offering effective advertising and increasing awareness of your services and products. More consumers adopt a hybrid method of physical and digital purchases. This shift makes the digital Out-of-Home (DOOH) platform valuable since it allows you to be flexible with where, when, and how you deliver impressions. Hence, you can put aside the notion that OOH is an exclusively retail strategy and incorporate it into your digital marketing plans.

Benefits of OOH for Online and Offline Marketing

Your target audience can readily access your message during their outdoor time, such as reading an ad on a public spot like a bench, bus, or walls. In addition, you can combine OOH with digital marketing, where you can reach potential clients through SMS marketing.

The instant connection with your target audience can create instant impact, depending on the potential client's needs. For instance, if someone needs a toolbox and comes across your online or SMS URL advertisement, the person can immediately contact you and deliver a conversion.

Thus, merging OOH and digital marketing opportunities lets you build brand awareness, expand your reach, and boost your interaction and conversion rates. For example, you can use digital marketing and OOH advertising to announce an outdoor event promoting your products. This technique means your attendees feature potential customers you reached via online and offline methods.

Proper application of Out-of-Home advertising ensures you can develop brand awareness and brand experience to gain your target audience's trust and lead generations. It is also essential to adjust your Out-of-Home techniques, with people spending more money and time online. Even though OOH is recognizable for its ability to drive footfall into retail stores, you can utilize it to prime digital advertising to drive customers online.

How OOH Complements Digital Marketing

Whether potential clients are indoors or outdoors, OOH and digitization allow you to reach them conveniently and offer your products or services via traditional and online means. The piece below looks at how an OOH campaign complements digital advertising and changes consumer behavior.

1. OOH Is Central to Mobility

The OOH and mobile experience value location, creating a natural synergy between them. At the heart of mobility, you can use Out-of-Home to influence real behavioral changes in ways that other passive media cannot. You can focus on your business's key performance indicators (KPI) by holistically merging mobile and OOH, optimizing your media mix to produce outstanding results. Ongoing data and technological developments will expand Out-of-Home’s creative potential to bring your campaigns to life. Additionally, they will boost the potential for interactions and customer experiences with your brand at scale.

2. It Can Cut Through the Noise

Smartphones' infiltration in the world leads to people's methods of media consumption continually changing. However, OOH can cut through the digital media and mobile noise and intercept consumers as the platforms become increasingly saturated. It can achieve this objective by using smart data-led planning and purchasing. This technique enables you to gain your target audience's attention to the search for relevant brands via mobile.

For instance, combining Social, Mobile, and OOH can boost your reach to the highly valued 16 to 34-year old users who consume 50 percent of their media via mobile equipment. Adopting OOH into your digital marketing plans helps you create a remarkable creative experience that can be provocative, delightful, or bold. This creativity, in turn, immediately drives clients online to show support, share experiences, or obtain information about your services or products.

3. OOH Increases Reach

Out-of-Home generally boosts business effectiveness when incorporated into the media mix. It expands your reach, a vital component for building brands and driving market share. OOH allows you to create mass awareness with comparably low Click Per Mile (CPM). Therefore, it urges potential clients into the buying funnel, where your digital strategies play an essential role.

In addition, you can rely on data and technology to evaluate the digitized OOH's reach, such as considering digital behaviors and consumers' movements via mobile data. This evaluation lets you know when, how, and where clients interact with digital content outside their homes. You can then apply this data to plan your OOH campaign, optimizing your reach.

4. It Is the Best Primer for Digital Channels

Digital businesses often depend on OOH to expand their appeal, drive new behaviors, and build brands in public. Many people also increasingly acknowledge Out-of-Home as the best option for priming all things mobile. The continuing adoption of smart devices results in many consumers migrating online, and strategic OOH strategies can help boost search. You can utilize the digital OOH platform as a shop window for potential customers, especially during busy sales like Christmas and Black Friday. The smart application of DOOH merged with dynamic creative and data drives real-time demand and quality return on investment (ROI).

5. OOH Leads Consumers Online

Although the retail footfall initially increased after stores reopened, the market later witnessed a decline in footfall. The drop primarily resulted from social distancing regulations, and many buyers found the in-store experience less enjoyable than the pre-pandemic period. As a result, many people returned to online shopping, increasing the need to transform your online shopping experience to meet the increase in online purchasers. OOH amplifies the effectiveness of Social and Search platforms, letting you learn the techniques for reaching and driving potential clients to your sites.

Understanding Out-of-Home advertising and its benefits ensure you can aptly adopt it into your online marketing approaches. Unlike common practice, you no longer have to restrict the outdoor strategy to the retail industry. You can conveniently prime it to your online media to deliver exceptional and fruitful digital marketing campaigns.