How do you get your message across to an audience of thousands or even millions? A great way is to use digital place-based advertising networks. The biggest challenge with getting into this channel is knowing where to begin. Display ads are meant to grab the viewer’s attention, so it’s important to understand what will capture their eye.
Here are some thoughts on how you might accomplish this.
1. Define the purpose of the content
Defining the purpose of your content is an important aspect of your campaign. Digital place-based marketing relies on a consistent strategy and creative execution to deliver results. A big part of this success comes from understanding your audience, it’s important to ask yourself what the goal of this campaign is and then determine how you will achieve that goal through an in person digital experience. A well-constructed strategy will align your clients’ goals with their customers’ needs across all touch points. This will enable maximum customer impact and engagement throughout the customer journey from driving awareness and intent, to purchase decision and loyalty. However, to reach those goals as a DOOH marketer you’ll need a plan.
2. Prepare assets to be used as display content
If you’ve ever been surprised as to why your photo looks incredibly pixelated in a digital place-based advertisement, it’s likely because it wasn’t intended for that medium. If you prepare assets properly, they will look great on physical displays – understanding the sizing parameters, file types, and resolutions of your target screens are key here. Whether you’re creating an interactive billboard, or another type of display, you will most likely be required to provide assets in a vector format. Converting your assets to vector images is key for this important reason! Vector graphics are made up of lines, curves and points designed to retain their quality and avoid blurring when enlarged. So be sure your next DOOH campaign is filled with well-prepared vector assets.
3. Add context to create recognition
When creating a digital-out-of-home experience, it’s key to consider your end user. The experience should simplify tasks and provide clear calls to actions which are easy to follow. A critical aspect is the users’ context. Digital place-based users are often in the middle of something else – they have a reason to be there (work, travel), and think of it as a task to carry out rather than fun or entertainment. Keep this in mind as your strategize on how to keep your messaging short, sweet and to the point.- even if the venue you are targeting comes with a high dwell time (i.e. Doctors’ offices) you only have a few chances to capture a patient’s attention – make it count!
Ultimately, with the growing use of digital-out-of-home channels, especially in places like airports and supermarkets, it pays to have a solid strategy for your display content. To do so, you need to know who your target audience is and what they want to see; your content creation should be tailored for a wide range of screens while providing valuable information. By doing this, you’ll reach your audience on a more personal level and increase the overall effectiveness of your digital out-of-home advertising campaign.
If you’re looking for advise on your digital place-based campaign, we can help. Book a chat with us so we can help you understand your media buying options.