This is how brands reach their target groups locally and precisely
Whether at the supermarket checkout, in the gym or at the train station, digital screens have become an integral part of our everyday lives. Today, advertising reaches us not only via large billboards on the city highway, but exactly where we move. Digital Out-of-Home (DOOH) uses these touchpoints and opens up completely new opportunities for brands to address target groups precisely and in a context-dependent manner. For companies with local sales or franchise partners, DOOH is thus a real success factor in omnichannel marketing.
From reach to relevance: Local targeting with DOOH
Digital outdoor advertising is no longer limited to large-format spaces in city centers. Today, screens are located where people move. For brands with numerous local locations, this means that the messages of their sales partners can be targeted regionally and thus their local presence can be sustainably strengthened.
For example, a mobile network provider can support local shops by displaying tariffs and offers directly on screens in the vicinity of train stations or shopping centers. The message reaches the target group exactly where it is on the move and purchase decisions are made.
Targeted use of data instead of a watering can principle
The strength of DOOH lies in the intelligent use of data. Location data, weather information, or even receipts enable precise targeting and Dynamic Creative Optimization (DCO). Advertising only appears if it is actually relevant.
An insurance company can use this flexibility, for example, to manage its campaigns in a context-dependent manner, for example with travel insurance at airports at the start of vacation or with car insurance in wintry weather.
Premium space as a strategic competitive advantage
Not all advertising spaces are directly accessible. However, premium inventory, such as heavily frequented screens in retail chains or fitness studios, can be booked through certain providers who have already established appropriate collaborations. Whoever is represented here secures a clear competitive advantage.
For example, a mobile phone provider can use preferred screens in the training areas of a large fitness chain via a cooperating partner — an environment with high attention and regular return of the target group.
Longer contact times measurably increase advertising impact
In addition to reach, the quality of attention counts above all. In environments with longer stays, the impact of digital advertising increases significantly. There is now plenty of evidence that DOOH achieves higher attention scores compared to traditional online formats.
Gyms also benefit from the longer length of stay: While members work out on the treadmill, they stay in the field of vision of DOOH screens for longer. Ideal for drawing attention to new training offers or partner campaigns.
DOOH as a local booster in omnichannel marketing
Digital out-of-home is evolving from a classic awareness channel to strategic component of integrated campaigns. DOOH offers practical opportunities, especially for companies with decentralized structures, such as insurance companies, mobile phone providers, fitness chains or industrial companies. From targeted commercials in the vicinity of highly frequented locations to advertising offers in shopping centers. Thanks to precise targeting, contextual adjustment and measurable impact, DOOH is becoming a link between online and offline marketing and thus a real success factor for local brands.
In combination with the local marketing platform from Local Brand X Such DOOH campaigns can not only be developed centrally, but can also be flexibly deployed to local partners and locations in a brand-compliant and practical way. Anyone who thinks in terms of omnichannel campaigns today cannot ignore DOOH.
