How DOOH Accurately Predicts What Customers Want

As technology becomes more sophisticated and the Internet of Things gains traction advertisers are switching over to digital billboards These billboards offer the opportunity to gain precise data on consumers and ensure that the messages are being targeted to the right peopleamp160Let39s take a look at how digital outofhome advertisers are finding out exactly how to target their customersThey Collect Cell Phone DataOne method for accurately targeting consumers is by looking at what39s on their cell phones The way the technology works is that when consumers are near a billboard or digital ad their cell phone data is collected Then the content fit for these consumers is delivered to them in real timeBy collecting data companies that work on the analytics side of digital outofhome advertising can determine not only the right content for the ad but the optimal location and timing as well They also have the ability to point to a real return on investmentamp160and figure out whether or not consumers bought a product after seeing an adConsumers39 data is kept private because they are not singled out Companies are collecting aggregate data to make predictionsamp160and the individual data stays anonymous Consumers are able to opt out of tracking whenever they want Many of the companies taking the data need customers to be connected to Wifi which the customers can simply turn offThey Use Facial Recognition TechnologyAnother approach to accurate targeting is to install cameras in digital outofhome ads At Toronto39s Billy Bishop Airportamp160cameras were placed into ads for facial recognition purposes According to Marketing Land when people passing by looked directly at the billboardsamp160their genders and age brackets were determinedBy taking this data the advertisers were able to calculate what ads should be shown when For instance if it was found that 35yearold women tend to travel at 6 pm on weekdays ads targeted towards them would be displayed at those timesThey Give Customers the Power to ParticipateA simpler way to gather consumer data is to run a campaign that allows them to join in on the action In 2015 CocaCola gave its customers the chance to tweet at the company and see their names and photos on a big billboard in Times SquareCocaCola had the opportunity to take down participants39 information and target them for marketing messages in the future They could look at who tweeted at them and what they looked likeamp160and ascertain what demographic they were a part of At the same time customers could feel great about their experience because they were given attention and validation from the companyamp160By allowing customers to participate in ads companies are forming relationships with their audiences and more easily figuring out whom they should be advertising toThe Future of DOOH Advertising Internet advertising has been integrating data from consumers for years in order to effectively target them The outofhome advertising industry is just now catching up They39ve come to the realization that consumers want more specific ads and marketing messages that actually appeal to themBy looking at the data advertisers can better understand and serve their customers They39re not wasting customers39 timeamp160and they39re able to increase their chances of making sales The days of static advertising will be coming to a close as technology becomes more and more sophisticatedamp160and companies are able to benefit from these advancesThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers amp160amp160

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How DOOH Accurately Predicts What Customers Want

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Jon Frangakis

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

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How DOOH Accurately Predicts What Customers Want

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Jon Frangakis

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