Unlock DOOH advertising budgets with audience analytics

The DOOH ad network dilemma

Digital-out-of-home (DOOH) networks offer advertisers a dynamic way to connect with people in outdoor and retail environments. These networks use digital screens, LED billboards, and various digital displays to captivate the advertiser’s desired audience with information, entertainment, and engagement.

The main challenge for advertisers is not just distributing content but understanding how it’s received by the audience. This insight ensures advertising budgets are used effectively.

Key questions include:

• Are people noticing the ads?
• Do the ads fit the environment where they’re displayed?
• Are viewers interacting with the content in a significant way?
• Are the ads driving sales as intended?

Before audience analytics came into play, measuring ad success was tough. Advertisers had difficulty gauging viewer engagement or ensuring ads reached the intended audience. Lacking this critical feedback, stakeholders were in the dark, complicating decisions on future ad investments.

DOOH ad networks rise to the challenge

To tackle this challenge, DOOH ad networks have begun investing in technologies that offer measurable and reliable performance data. With tools like computer vision and AI-driven audience analytics, advertisers can now evaluate their content’s impact by tracking viewer activity and demographics. This data helps create meaningful metrics. Advertisers and brand owners can use these insights to improve their content and fine-tune their messaging.

DOOH advertising is powered by data

Restaurants are taking digital menu boards to the next level, not just highlighting daily specials but also using these vibrant screens to promote their dishes and display ads from other businesses.

These screens, available in various shapes and sizes, provide an eye-catching platform. Imagine ads that extend across multiple screens or content that transitions seamlessly from one to the next. The aim is to capture the customer’s attention and increase sales.

Restaurants cleverly place cameras to watch guests as they order. This setup enables them to show ads tailored to a customer’s age or gender. Plus, audience analytics software spots returning customers to recommend items from their previous visits, making the dining experience even more personalized and enjoyable.

Measuring audience data

Access to meaningful performance data is the key to the advertiser’s success. It helps guide ad spend and affect creative choices. This is where audience analytics comes into play.

Track the customer’s journey

Using computer vision, audience analytics tools can track each customer as they make their way across a store or within public spaces. This information is extremely useful for store managers, store planners, brand managers, and advertisers.

• Visualize store traffic patterns in real-time. See which areas are “hot” and which are “cold”.
• Discover where shoppers are least engaged and optimize your digital signage screen locations accordingly.
• See which areas are understaffed so you can act quickly to improve the customer experience.

Improve your advertising content

Audience analytics provide instant feedback on your ad’s performance, allowing you to test your ideas with a smaller segment of your target market. This approach reduces risk and offers a cost-effective way to experiment with various designs or messages.

For instance, by monitoring how different demographic groups respond to your ads, you can make necessary adjustments. Testing various versions across different groups helps identify the most effective strategy, enabling swift, impactful changes before broadening your ad’s reach.

After launching your ad, audience analytics continue to track its success. If needed, you can fine-tune your message to improve your results.

Improve your digital signage programming

Computer vision and AI-driven audience analytics do more than track ad effectiveness. They allow for detailed audience segmentation, enabling personalized messaging. This tech can auto-adjust your digital signage content based on the viewer.

Your displays can show tailored ads to men or women, or change content based on age groups, all automatically. These changes occur in real-time, making sure your messages hit the right audience exactly when needed.

Improve the audience’s experience

Advertising and brand managers can boost audience engagement by tracking how often people view content before losing interest. The flexibility to change content and offer a more natural viewing experience makes the programming more engaging, enhancing audience involvement in your campaign.

Get a clearer picture of your advertising ROI

Making insight-driven decisions is key to advertising success. Here are some scenarios that illustrate how audience analytics is at the core of every ad campaign’s success.

Outdoor Advertising

Cameras placed around LED billboards use computer vision software to monitor the street, identifying and counting vehicles and tracking traffic flow throughout the day. This collected data is then analyzed to create useful metrics for advertisers, such as:

• Daily vehicle counts by the billboard, with detailed hourly breakdowns.
• Types of vehicles passing by (cars, trucks/buses, motorcycles, etc.).

Analyzing this data allows experts to estimate the number of potential viewers per vehicle type, offering insights into the total audience that might have seen the billboard’s content.

QSR Restaurant Advertising

To address this challenge, digital out-of-home (DOOH) ad networks are investing in technology that provides measurable and reliable performance data. Technologies like computer vision and AI-driven audience analytics allow advertisers to assess the impact of their content by monitoring viewer activities and demographics. This information helps create valuable metrics that advertisers and brand owners use to improve their content and fine-tune their messaging.

Bus Shelter and Street Furniture Advertising

Digital signage screens in bus shelters and on street furniture serve dual purposes for commuters. They offer important information and display advertisements. These screens keep transit users informed about upcoming bus or train arrivals and advertise local events, new products, or even the latest lottery results.

Cameras integrated into this street furniture analyze the viewers to tailor the content to the audience’s demographic profile. This audience data is shared with city officials, helping with urban planning and maintenance efforts.