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Why Brands are Including DOOH in Their 2022 Media Mix [Infographic]

Why Brands are Including DOOH in Their 2022 Media Mix [Infographic]

Download the infographic on Why Brands are Including DOOH in Their 2022 Advertising Strategy:

This resource serves as a guide for brands and media buyers planning their 2022 advertising strategy and searching for new channels like DOOH that can help solve some of their top challenges.


If you’re a marketer in 2022, you face a number of challenges including 1) Lack of transparency into measurement, 2) Reaching the right audience (when they’re not distracted), 3) Evolving privacy regulations, and more.

Many brands are turning to Digital Out of Home (DOOH) because it combines both the power of digital marketing technology with the impact of reaching consumers in person when they may be less distracted by other screens.

Let’s take a closer look at the reasons why you should invest in this channel.

8 Reasons Why Media Buyers are Including DOOH in Their 2022 Media Mix

1. Easy Campaign Setup on Programmatic Platforms

Programmatic DOOH (pDOOH) has been growing exponentially over the last few years, and the pandemic showed a lot of media buyers just how valuable it can be when it comes to budgeting and flexibility. Buying ad space on digital displays through programmatic platforms not only simplifies campaign planning but also increases efficiency.

Demand-side platforms (DSPs) use targeting tactics to segment audiences so that advertisers only pay for ads delivered to the right people at the right time. As programmatic DOOH gets more measurable with first-party and third-party data from companies, it has become a good-for-all medium that can offer both experiential and performance marketing.

2. Performance Tracking & Measurement

With the advancements in recent years, there are several reliable methods available for DOOH measurement such as location and movement data, purchase data, AI technology, and statistical analysis.

At Grocery TV, our AI-enabled camera technology captures impressions in real-time so you know exactly how your campaigns are performing.

3. High Impact Contextual Advertising

Since DOOH is a type of place-based media, there’s a huge opportunity to leverage contextual advertising. By tailoring creative to the audience's unique environment, advertisers can capture their attention and establish another brand touch point in their everyday routine.

The digital nature of DOOH also allows brands to update or swap their ads at any point during a campaign, which is important to have in a space that’s constantly changing.

4. Audience Targeting

The removal of 3rd-party cookies won't affect DOOH targeting. You can easily target specific audiences without tracking them or collecting personal information by using first and second-party data. For example, brands that use Grocery TV know that they're accessing household decision-makers— the same people who buy groceries also make other key purchases.

What's more, if you're using retail media, you can work with retailers to access their first-party data on consumer behavior and buying habits since sales are being made both online and in stores. Between the information collected from retailers and DOOH media owners, there's a great opportunity to personalize your campaigns for any audience and make data-driven adjustments.

5. High-traffic Locations = Frequent Touchpoints

Many DOOH screens can be found in high-traffic locations like supermarkets, convenience stores, parks, event venues, and airports to name a few. By launching campaigns in these areas, brands can gain consistent visibility over time and grow their recognition.

These repeated exposures become even more effective when you create integrated campaigns across multiple channels with uniform visuals and messaging.

As a place-based channel, DOOH works especially well as an extension of your online retail media campaigns. With grocery, 89% of sales still happen in stores; for media buyers, this is an untapped opportunity to get in front of consumers they reached online when they’re shopping.

6. Brand-safe

DOOH networks have full control over their displays. Their networks are found in brand-safe locations with 100% viewability (no such thing as ad blocker in OOH), and all of the content is curated by the media owner.

Brands and advertisers can be assured that their ad isn't going to be placed on an unfriendly website or next to an offensive video.

7. One-to-many

Unlike online advertising, which is a one-to-one medium, DOOH is capable of reaching tens of thousands of consumers in just one moment. That can be a game-changer for any brand awareness campaign.

8. Tech Integrations

With digital displays comes the ability to integrate numerous technologies such as artificial intelligence, computer vision, audio broadcasts, voice activation, augmented reality, motion sensors, and the ever-growing presence of 5G.

This is especially relevant during a time when consumers are seeking new, interactive experiences that blend physical and digital spaces.

Have any questions about DOOH?

We hope this gave some insight into DOOH’s capabilities. There’s still a lot of potential for growth in this channel, and we’re excited to see what can be accomplished in the next few years.

Let us know if you have any lingering questions, we’d be happy to chat!

Reach out to our team

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