Digital is a continuous source of information in the advertising market. Whether in terms of format, targeting, or channel, digital impacts the entire value chain of advertising space buying. The traditional medium of display has also been updated and offers many digital alternatives, including DOOH.
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In a previous article, we talked about the efficiency and performance of this new media. We now give you the keys to make your choices and communicate in a powerful way with digital signage also called DOOH (Digital Out Of Home).
To be effective in your communications and advertising campaigns, it is essential to know your target.
Numerous criteria define your target and they are all equally important, from socio-demographic criteria to their hobbies, their habits... The finer the definition of this target is, the more you will be able to determine the media consumption habits and the preferred media.
Here, we will just focus on the key criteria for digital signage: the choice of locations.
Because communicating is good but being seen and staying in the minds of your target is better!
Digital signage offers a very wide choice of location. You can choose to communicate outdoors or indoors, and also have the possibility to communicate in a multitude of public places: banks, shopping malls, waiting rooms, train stations...
In fact, it all depends on the target you want to reach and the communication objective or objectives you have set.
To invest in the best locations, you need to understand where your audience will be most present.
Here we try to estimate the exposure time of your message on the different devices you can choose. You need to evaluate the traffic areas and the waiting areas where your target can potentially spend most of his time. These areas represent a certain amount of traffic for you.
An example: if your target is active, you can easily choose the devices close to public transport to reach them.
After studying your target, you must know when it is the most receptive. Once you have chosen your place of communication, you must necessarily know on which period of the year to communicate. To do this, you must once again associate your choice with your objectives.
Some objectives do not require any particular reflection on the strategy of the communication period.
For example, if you want to communicate on the opening of a store, you should naturally speak on a period close to the opening in order to stay in the minds of your audience.
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For broader objectives, such as notoriety or branding, you will have to evaluate on which quarter, or even which month, you will be the most likely to attract the attention of your target and thus maximize your chances of conversion.
Here the most judicious is to target the strong times of life of your target.
Finally, and this is where the LED billboard stands out, you have the possibility on this media to select your days but also your time slots of communication.
A real asset to refine your targeting! And yes, because in traditional advertising, as in all media, the more the segment to target is niche, the more the risk of loss is high if the locations are not chosen wisely.
In advertising, there is always loss, but the objective is to reduce it as much as possible.
For example, if you are targeting women and men between the ages of 25 and 49, your target is very broad. A multitude of networks will all be equally suitable, whether it be print or digital billboards (DOOH).
However, if your target group is, for example, the CSP++, it will naturally represent a narrower segment of the population.
This is where the study of your target intervenes: after having studied their schedule, their hobbies and their habits, you will be able to serenely determine: the place of communication, the period of communication but also the best moments of the day or week during which to communicate.
Naturally, the time slots that will be the most popular will be those where there will be the most traffic. However, each target has its own routine, so even if a time slot corresponds to those on which there is the most traffic, it is not necessarily the most favored by your target.
Your communication objectives must be precise, if possible they must even be quantified. You must be able to evaluate during and at the end of your campaign which devices were the most effective and understand why. This will not only help you to confirm the adequacy of certain media with your target, but also to consolidate your future speech by refining your choices.
Communicating on DOOH billboards is a real opportunity on many aspects. Each of your choices, whether it's about devices, locations, formats or even the communication period, will undeniably have an impact on your impact and return on investment. At Adintime we help you build your communication plan and advise you on media buying.
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