In a world dominated by digital technology, pure players – those 100% online companies – are facing a major challenge: how can they develop their physical reputation without a shop? The answer can be summed up in four letters: DOOH (Digital Out-Of-Home). This advertising strategy relies on outdoor digital signage to create a tangible link with consumers.
Why is DOOH an asset for pure players?
Reassure your audience
The main barrier to online purchases is a lack of trust. Yet 41% of consumers say they are more receptive to an advertising message in a familiar environment, such as a public place*. By broadcasting DOOH campaigns around strategic areas, online brands reinforce their credibility and brand awareness.
Mark your physical presence
One of the strengths of DOOH lies in its geographical targeting. A pure player can run its ads near its competitors’ shops, in places where potential customers are already shopping.
Boosting engagement and conversions
The integration of data into DOOH campaigns enables the advertising message to be highly personalised. This strategy, coupled with an effective call-to-action, encourages consumers to make a purchase directly from their mobile.
A successful business case: the Displayce example
Displayce, the first DSP dedicated to digital signage, set up a DOOH campaign on 900 screens in 600 display outlets in France. Here are some key figures:
- Between 2.9 and 3.5 million plays with a CPM of between €11 and €13.5
- Between 6 and 7 million impressions with a CPM of between €5.4 and €6.6
Recommendations for an effective DOOH campaign
To maximise the impact of a DOOH campaign, here are a few strategies:
- Segment the campaign into two phases: the first focusing on product discovery, the second on a promotional offer.
- Target young technophiles and working people, who are more inclined to interact with digital media.
- Display ads close to e-commerce collection points and high-tech shops.
- Integrate behavioural data for ultra-targeted messages.
Conclusion
DOOH offers pure players a unique opportunity to boost their physical visibility and capture the attention of consumers in their daily lives. With a well-defined strategy and intelligent integration of data, digital signage becomes a powerful lever for developing brand awareness and conversions.
Would you like to find out more? Contact Displayce, the leading DSP for digital signage, to optimise your DOOH strategy.
Source: Fevad – Key figures 2017
** Web-to-store barometer – BVA for Mappy – 2017