January 1, 1970 | Manuel Klabacher

The 5 most important things to consider when booking a DOOH campaign

Booking a DOOH (Digital Out-of-Home) campaign requires careful planning and consideration to ensure its success. Here are the five most important points to keep in mind when booking a DOOH campaign:

1. Clear Objectives:
Define your campaign's objectives and key performance indicators (KPIs) upfront. Whether it's brand awareness, product promotion, or driving foot traffic to a physical location, having clear objectives will guide your creative, targeting, and measurement strategies.

2. Target Audience and Location:
Understand that DOOH is a "one-to-many" kind of media type. Targeting does not work like in the Online world. Still you can utilize data and insights to identify high-traffic areas and locations that align with your audience's habits and preferences.

3. Compelling Creative Content:
Make sure that your creative is designed context-based. Keep the message concise and easy to understand, considering that viewers might have limited time to process the information. Incorporate visually appealing elements to capture attention and ensure that the content is suitable for the screen size and placement. Also be aware that some street-level DOOH locations dont allow animations.

4. Ad Scheduling and Frequency:
Plan the timing and frequency of your DOOH ads carefully. Consider peak hours, days, or specific events when your target audience is likely to be present. Be mindful of ad fatigue and avoid oversaturating the same audience with your message repeatedly.

5. Measurement and Analytics:
Implement a robust measurement and analytics system to track the campaign's performance. Dont be fooled by phantasy planning metrics and always consider that the impressions you are buying, only represent a potential reach. It is crucial to also measure your campaign ex-post, to understand what the actual reach really was. The best way to do that is to use independent measurement-providers like Brightscope. By analyzing the data, you can gain insights into the effectiveness of your campaign and make data-driven decisions for future improvements.

By carefully considering these points and adapting your strategy as needed, you can maximize the impact of your DOOH campaign and achieve your desired results.
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