4 Ways to Use Analytics to Improve DOOH Performance

Douglas Lusted DOOH

The growth of digital channels like Google AdWords and Facebook has made it easy for brands to track how effectively they’re spending ad dollars. With rich, detailed analytics, they can create and optimize a sales funnel from start to finish.

Digital-out-of-home (DOOH) advertising has had to play catchup – brands often struggle to get the complete picture on how digital signage can convert distracted, passive audiences into paying customers. How do we know that people are engaging with DOOH messaging? Are they actually seeing the ads and stopping to look at them? Are they visiting the brand’s website, downloading their app, or buying their products?

For a long time, it wasn’t possible to create a measurable sales funnel for out-of-home advertising. But as technology progresses and new tools become available (LINKETT being one of them), we’re able to capture more data about the modern customer journey than ever before.

So how can you, as a DOOH ad network, leverage this data to provide your clients a clear return on investment? Here are 4 tips to consider:

1. Track the whole customer journey by measuring impressions, dwell time, engagement, and conversions

Marketers are increasingly metrics-driven, so they’re wary of any channel that can’t provide a ROI that ties back to core business goals. So, here’s the good news: DOOH analytics not only provides real-time, accurate figures on impressions, dwell times, and frequency of message exposure (including GRP), but it goes all the way down to conversions as well, making it easy to build a funnel and track your customer’s journey from the whole way through.

Perhaps you’re trying to encourage people to download your app, visit your website, or connect to WiFi to redeem an offer – with DOOH analytics, you can track these activities from start to finish, giving you more insight into how effective your out-of-home marketing efforts are than ever before.

2. A/B test creative to see what works

Real-time digital signage analytics enable you to easily and quickly test different artwork to see what best helps you achieve your goals. Perhaps you’re interested in increasing dwell times or visits to your website – DOOH analytics enables you to see which creative is more effective at keeping people interested, or inspiring them to check out your page. With access to this data, you can ensure that your full campaign roll-out will be as effective as possible, and you can help drive results for your clients in completely new ways.

3. Hyper-target your audience

Digital signage analytics can help you segment your audience and deliver hyper-targeted, personalized, and relevant messaging to them. By determining what locations have a high impression frequency, you can then push specific messages to these locations and find a more receptive audience. For example, if consumers see your message at least 3 times in different locations and have a relatively long dwell time, you can deliver a unique, targeted message to these locations with a stronger call-to-action that helps drive conversion. Access to such detailed, robust analytics helps you deliver a more personal, targeted message than ever before.

4. Keep things interesting

As an out-of-home advertiser, your focus is on delivering messaging that’s fresh and engaging. With digital signage analytics, you can track the frequency that people are exposed to the same message, and see what times they start to lose interest. This enables you to switch things up to keep them interested and engaged through to the end of your campaign.

Running a DOOH campaign soon? Make sure you’re tracking all of the relevant metrics, from impressions and dwell times to frequency and conversions. Your clients – and your audience – will reward you for it.