KEY TAKEAWAYS:

Increased omnichannel planning and buying is the driving force of DOOH advertising, and it relies heavily on data and automation. Pursuing partners that offer DOOH as a broader integration with other screens and formats is a must to maximise the use of DOOH for reaching audiences and driving outcomes. Vetting partners for their ability to integrate data for media planning, targeting and dynamic creative should be a part of any conversation.

Doubling down on data-driven capabilities for all parts of the DOOH campaign lifecycle can drive greater efficiencies and ROI. DOOH’s high impact units can and should be paired with real-time data triggers to increase relevance and speak to various aspects of the customer journey. Understanding which data sets to leverage and how to marry them with DOOH is a must to make the most of these capabilities. Advertisers should also make sure they’re up to speed on the various opportunities to take advantage of interactive ads, be it QR codes or direct screens for purchasing items or food, and that they, at a bare minimum, know what dynamic creative capabilities are available.

Continued education on DOOH is warranted to bring advertisers and the industry to peak DOOH performance. While use and investment in DOOH is growing among marketers in the UK, there’s still demand for greater education and understanding of capabilities and best practices. DPAA UK offers members, brands and agencies a platform to learn, test and engage with DOOH partners. DPAA continues to provide a forum for education for its partners.

For access to the questionnaire please contact Noah.Klas@dpaaglobal.com