Insights from Wilkins’ Lunch and Learn on Programmatic Digital Out-of-Home Advertising

Last week, our Digital Media Manager, Austin, and Media Coordinator, Lindsey, had the privilege of attending a Lunch and Learn event hosted by Wilkins. The enlightening session offered a deep dive into the evolving world of programmatic digital out-of-home advertising. Here’s a recap of the key takeaways and insights we gathered and how they shape our approach at ANDERSON.

Growth Drivers for Programmatic DOOH

Several media types are driving the expansion of PDOOH and fueling its growth. We are leveraging these insights to maximize our clients’ reach.

• Connected TV (CTV): The effectiveness of CTV ads lies in their lasting impact on viewers. By integrating CTV into our clients’ campaigns, we enhance retention and engagement, making the marketing efforts more impactful over time.
• Mobile Integration: We utilize phone identification technologies to precisely target consumers through their mobile devices. This approach ensures that our clients’ ads are relevant and reach the right audience, amplifying the overall campaign effectiveness.
• Retail and In-store Displays: We’re actively incorporating PDOOH’s growth in retail environments into our strategies. Digital screens capture attention and influence purchasing decisions, driving traffic and increasing sales for our retail clients.

Integration of PDOOH into Other Advertising Channels

One key discussion was how PDOOH can be seamlessly integrated into broader advertising strategies. At ANDERSON, we believe in a cohesive, omnichannel approach. By combining PDOOH with other channels such as social media, CTV, and mobile advertising, we ensure that our clients’ marketing messages are consistent and reinforced across various touchpoints, enhancing overall campaign performance.

Advances in Audience Targeting

Advancements in audience targeting have made PDOOH an even more compelling option for advertisers. With improved data analytics and mobile tracking, we can help our clients precisely target specific demographics with enhanced data analytics and mobile tracking. This means that ads are more likely to reach the intended audience, increasing the likelihood of engagement and conversion.

Advertiser Trends: Who is Using PDOOH?

We’re seeing a diverse range of advertisers leveraging PDOOH to enhance their marketing efforts, and we’re excited to bring these insights to our clients:

• Retailers: Using digital screens to promote products and special offers, driving in-store traffic and boosting sales.
• Banks: Increasing brand visibility and attracting new customers through strategic PDOOH placements.
• Tech Companies: Reaching tech-savvy consumers by leveraging advanced targeting capabilities.

Performance Metrics and Trends

We were particularly impressed by the performance metrics associated with PDOOH and are eager to implement these findings:

• Conversion Performance Curve: PDOOH campaigns show a more significant conversion performance curve, indicating higher effectiveness over time than traditional advertising methods.
• Traffic and Purchasing Impact: PDOOH ads are proven to drive store traffic and significantly impact retail purchasing behavior. A notable statistic mentioned was that 30% of people notice ads providing directions to a business, highlighting the effectiveness of location-based advertising.
• Traffic Quality: The traffic driven by PDOOH is commendable, with engaged and relevant audiences responding to the ads.

Wilkins’s Lunch and Learn event provided valuable insights into the burgeoning field of programmatic digital out-of-home advertising. The growth drivers, integration strategies, advanced targeting, and emerging advertiser trends all indicate a bright future for PDOOH. As we continue to explore and implement these strategies, we are excited about the potential to enhance our advertising efforts and drive even more outstanding results for our clients.