Last updated on 2024年8月27日

How can DOOH enhance the customer journey and experience across different touchpoints?

由人工智能和领英社区提供技术支持

Digital out-of-home (DOOH) advertising is transforming the way brands communicate with their audiences in the physical world. By leveraging data, technology, and creativity, DOOH can enhance the customer journey and experience across different touchpoints, from awareness to conversion. In this article, we will explore how DOOH can achieve this goal and what are some of the best practices and examples in the industry.

此文章中的业界达人

由社区从 5 条内容中精选。了解更多

1 What is DOOH and why is it important?

DOOH is a form of outdoor advertising that uses digital screens, such as billboards, kiosks, bus shelters, or taxis, to display dynamic and interactive content. Unlike traditional outdoor advertising, DOOH can be tailored to the context, location, time, and audience of each screen, making it more relevant and engaging. DOOH also offers more flexibility, measurability, and integration with other media channels, such as mobile, social, or online. According to a report by Grand View Research, the global DOOH market size is expected to reach $26.21 billion by 2027, growing at a compound annual growth rate of 10.4%.

添加您的观点

G?ran ?stman

Ocean Outdoor Local
举报内容
Billboard′s Digital-Out-of-Home revolutionizes outdoor advertising with dynamic, targeted content! Its adaptability to context and audience ensures relevance, enhancing customer engagement. With global market projections soaring, Billboard′s Digital-Out-of-Home's significance is undeniable. ? In today's media convergence era, its impact amplifies when paired with social media influencers, reaching wider audiences. Synergy between Billboard′s Digital-Out-of-Home and larger campaigns escalates brand visibility to unprecedented levels. ?? Harnessing Billboard′s Digital-Out-of-Home isn't just about advertising; it's about sculpting immersive customer journeys across touchpoints. ??

已翻译

赞

2 How can DOOH enhance the awareness stage of the customer journey?

One of the main objectives of DOOH is to capture the attention and interest of potential customers who are exposed to the screens in various public spaces. DOOH can do this by using eye-catching visuals, animations, videos, or interactive features, such as touchscreens, voice recognition, or augmented reality. For example, Pepsi Max created a DOOH campaign that used a camera and facial recognition software to detect the mood of passers-by and display personalized messages and offers on a digital bus shelter. The campaign generated over 70 million impressions and increased brand awareness by 36%.

添加您的观点

Mehul Mandalia

Automating OOH Media Globally | When you Move Walls, there are #NoBoundaries
举报内容
People spend the majority of their time outside their homes. DOOH, today, is present across every venue type from roadside and transit to shopping malls and gyms. It is incredibly powerful for brands to be seen at these physical locations especially since online advertising has become so competitive and saturated. DOOH is especially useful for digital native brands that may not have a physical store. When seen on DOOH, this becomes their pseudo physical presence and in the minds of consumers, the brand becomes more trustworthy and real.

已翻译

赞

3 How can DOOH enhance the consideration stage of the customer journey?

Once the customers are aware of the brand and its products or services, DOOH can help them move to the next stage of the customer journey, which is consideration. This is where the customers evaluate their options and compare the benefits and features of different alternatives. DOOH can help them make informed decisions by providing relevant information, such as product reviews, testimonials, ratings, or comparisons. For example, Samsung used DOOH screens in shopping malls to showcase its Galaxy S10 smartphone and its features, such as the camera, the battery, or the screen. The screens also displayed real-time social media posts from users who shared their experiences with the device.

添加您的观点

Matei Psatta

CMO Blindspot | Created the most upvoted Reddit post of all time | Former Leo Burnetter | Former OTA CMO (+$70million ARR)
举报内容
DOOH is one of the main drivers of consideration when it comes to the marketing mix. It heavily influences the top of funnel, even more than people realize. Combined with a great lower funnel (think PPC, remarketing, search, email marketing), it can lead to significantly lower CAC by putting your product or brand top of mind. That being said, keep in mind there’s no universal solution to your marketing challenges, despite what gurus selling courses will have you think. Make sure that DOOH is a healthy mix of your marketing efforts and test out multiple strategies until you find what works for you.

已翻译

赞

4 How can DOOH enhance the conversion stage of the customer journey?

The final stage of the customer journey is conversion, where the customers decide to purchase the product or service that meets their needs and preferences. DOOH can help them take action by creating a sense of urgency, offering incentives, or facilitating the transaction. For example, McDonald's used DOOH screens in London to display a countdown timer that indicated when its breakfast menu was ending for the day. The screens also displayed the nearest McDonald's locations and directions to them. The campaign resulted in a 9% increase in sales during the breakfast period.

添加您的观点

5 How can DOOH enhance the loyalty stage of the customer journey?

The customer journey does not end with the purchase. DOOH can also help brands retain and delight their customers by providing post-purchase support, feedback, or rewards. DOOH can also help brands create a community of loyal fans who can advocate for the brand and attract new customers. For example, Spotify used DOOH screens in New York to celebrate its users and their music preferences. The screens displayed personalized messages and playlists based on the users' listening habits and data. The campaign generated positive word-of-mouth and social media buzz for the brand and its users.

添加您的观点

6 How can DOOH integrate with other media channels?

DOOH is not a standalone media channel. It can work synergistically with other media channels, such as mobile, social, or online, to create a seamless and omnichannel customer journey and experience. DOOH can do this by using technologies, such as QR codes, NFC, Bluetooth, or Wi-Fi, to connect the screens with the customers' smartphones or other devices. This way, DOOH can extend the reach and impact of the messages, drive traffic to other platforms, collect data and feedback, or enable transactions. For example, Nike used DOOH screens in Berlin to promote its React running shoes. The screens invited the customers to scan a QR code and join a virtual race on their mobile devices. The customers who completed the race received a discount code for the shoes.

添加您的观点

G?ran ?stman

Ocean Outdoor Local
举报内容
Billboard′s Digital-Out-of-Home offers a unique chance to boost conversion in the customer journey! Consider the Adidas Billboard Run in Stockholm, where mobile-synced updates between Billboard′s Digital-Out-of-Home locations enhanced engagement. ?? Picture interactive screens guiding users through product features, virtual try-ons, or instant purchases via QR codes. Such experiences captivates and drive action, as seen in McDonald's breakfast countdown in London. ?? By deploying Billboard′s Digital-Out-of-Home strategically, brands can deepen connections, boost loyalty, and drive conversions. It's more than advertising; it's an interactive journey. Revolutionize your brand's customer experience with Billboard′s Digital-Out-of-Home. ??

已翻译

赞

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

添加您的观点

G?ran ?stman

Ocean Outdoor Local
举报内容
Billboard's Digital-Out-of-Home is a game changer. ?????? ? City-Centric Exposure: Billboards are urban landmarks. They bring your message to where people live, work, and play. Billboard's bustling surroundings guarantee eyes on your brand. ? Digital Dominance: In the age of screens, DOOH, Digital-Out-of-Home advertising commands attention. It's interactive, dynamic, and impossible to ignore. ? Community Connection: It's more than a film on a screen; it's a shared experience. Billboards engage communities, creating real-world buzz and conversations. ? Brand Innovation: Stay ahead of the curve. Digital Billboards offer endless creative possibilities to captivate your audience and tell your story.

已翻译

赞

Outdoor Advertising

+ 关注

给文章评分

我们借助人工智能创建了此文章。您认为这篇文章怎么样？

很棒不太好

举报此文章

查看全部

How can DOOH enhance the customer journey and experience across different touchpoints?

1

2

3

4

5

6

7

1 What is DOOH and why is it important?

2 How can DOOH enhance the awareness stage of the customer journey?

3 How can DOOH enhance the consideration stage of the customer journey?

4 How can DOOH enhance the conversion stage of the customer journey?

5 How can DOOH enhance the loyalty stage of the customer journey?

6 How can DOOH integrate with other media channels?

7 Here’s what else to consider

Outdoor Advertising

给文章评分

感谢您的反馈

更多Outdoor Advertising相关文章

更多相关阅读内容