Contextual advertising in DOOH is a promising approach to delivering more relevant and effective ads to audiences in semi-public spaces.
Digital-out-of-home (DOOH) marketing has become an increasingly popular form of advertising in recent years. As a form of outdoor advertising, it has the advantage of being able to reach a large audience in high-traffic areas. However, the emergence of contextual advertising has taken DOOH marketing to a new level by allowing for more targeted and personalized messaging to be displayed.
Contextual advertising involves using data and insights to deliver ads that are highly relevant to the consumer. This is achieved by analysing a range of factors such as location, time of day, weather, and other environmental conditions. By leveraging this information, marketers can create ads that are highly targeted and more likely to resonate with their intended audience.
Relevant & targeted contextual advertising
In the case of DOOH marketing, contextual advertising allows advertisers to deliver targeted messages to consumers based on their location and other factors. For example, an advertiser could display an ad for a mobility service in a bar late night. By targeting consumers who are likely to be looking for a safe ride on their way home, the ad is more likely to be effective in driving foot traffic using the app. See this example of a consumer talking about his experience with an ad in the right place, at the right time.
Another example of contextual advertising in DOOH marketing is the use of weather data. A retailer could display an ad for umbrellas or raincoats when it is raining outside, or an ad for sunscreen and beach towels when it is sunny. This type of advertising allows advertisers to deliver messages that are highly relevant to the current conditions, increasing the likelihood that consumers will respond positively.
In addition to delivering more targeted and personalized messaging, contextual advertising in DOOH marketing also offers benefits in terms of cost-effectiveness. By targeting specific consumers at specific times and locations, advertisers can reduce wasted ad spend and increase the ROI of their campaigns. Learn how to best reach your target audience within FRAMEN Ads Manager here.
In conclusion, contextual advertising is transforming the way that DOOH marketing is executed. By leveraging data and insights to deliver targeted and personalized messaging, advertisers can increase the effectiveness of their campaigns and drive greater ROI. Start your campaign within FRAMEN Ads Manager now and explore the benefits of contextual targeting.