How Does Digital Out-of-Home (DOOH) Fit into a Brand’s Omnichannel Strategy?

Many marketers talk about how critical omnichannel marketing is, and we agree because:

1) Today’s consumers have a nonlinear purchase journey (ex: someone ads a product to their Instagram cart, forgets about it, then notices a promotion for it at the store and decides to buy)

2) Audiences interact with a growing number of channels everyday, so connecting your brand experience between them seems like a sure-fire way to achieve marketing goals (drive more sales, clicks, etc.)

However, it’s not easy to create an omnichannel marketing strategy or even a one-off omnichannel campaign. Why? Because this requires a lot of planning and consideration around the customer journey, including how to connect each of your channels from a creative/call-to-action standpoint, as well as measurement and attribution.

Digital out-of-home (DOOH) is an advertising channel that combines many of the benefits of digital advertising with the impact of reaching your audience in real life. As more media buyers include it in their media mix, there are inevitably questions about how best to leverage it among other channels. The following guide details how to include DOOH in omnichannel campaigns, including:

• How DOOH can add value to your omnichannel strategy

• 5 steps to integrating DOOH into omnichannel campaigns