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Last updated on 2024年5月12日

How do you test and experiment with different DOOH formats and locations?

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Digital out-of-home (DOOH) advertising is a powerful way to reach and engage your target audience in various locations and contexts. But how do you know which DOOH formats and locations work best for your campaign goals and budget? In this article, we'll show you how to test and experiment with different DOOH options and measure their effectiveness.

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1 Define your objectives

Before you start testing and experimenting with different DOOH formats and locations, you need to define your objectives and key performance indicators (KPIs). What are you trying to achieve with your DOOH campaign? Who are you trying to reach and where? How will you measure the success of your DOOH ads? For example, you might want to increase brand awareness, drive traffic to your website, generate leads, or boost sales. Depending on your objectives, you might choose different KPIs, such as impressions, reach, frequency, dwell time, click-through rate, conversion rate, or return on ad spend.

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2 Choose your DOOH formats

DOOH formats include various types of digital screens, such as billboards, kiosks, bus shelters, transit displays, or interactive panels. Each format has its own advantages and disadvantages, depending on your objectives, budget, and creative strategy. For example, billboards are ideal for reaching a large and diverse audience, but they are also more expensive and have limited space for your message. Kiosks are more affordable and allow for more interactivity and personalization, but they are also more limited in their location and reach. To test and experiment with different DOOH formats, you need to consider factors such as size, resolution, orientation, brightness, contrast, and animation.

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Jason Helton
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DOOH advertising offers a diverse range of formats, each with unique attributes and considerations. Large format LED displays offer a high number of impressions and creative designs help brands be more impactful. Kiosks offer affordability, interactivity, and personalization but are confined to specific locations. Transit displays and interactive panels present additional choices. To effectively experiment with DOOH formats, meticulous consideration of factors like size, resolution, orientation, brightness, contrast, and content is paramount. Tailoring your selection to align with objectives, budget constraints, and creative strategy ensures a harmonious blend of technology and messaging impact.

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3 Choose your DOOH locations

DOOH locations include various places where your target audience might see your ads, such as streets, malls, airports, train stations, or stadiums. Each location has its own characteristics and challenges, depending on your objectives, budget, and audience behavior. For example, streets are ideal for reaching a high volume of people, but they are also more competitive and noisy. Malls are ideal for reaching a captive and ready-to-buy audience, but they are also more expensive and crowded. To test and experiment with different DOOH locations, you need to consider factors such as traffic, visibility, proximity, relevance, and context.

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G?ran ?stman

Ocean Outdoor Local
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In selecting Billboard′s Digital Out-of-Home locations, strategic considerations are paramount. ?? Each context presents unique opportunities and challenges. Streets offer high footfall but contend with noise and competition. Malls promise a captive audience but demand higher investment. Airports, train stations, and stadiums boast diverse demographics but necessitate tailored messaging. ?? Prioritize factors like traffic, visibility, proximity, relevance, and context to optimize your Billboard′s Digital Out-of-Home strategy. Experimentation coupled with meticulous analysis is key to unlocking the most effective mix of locations for your campaign's success. ??

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4 Design your DOOH creatives

DOOH creatives are the visual and verbal elements that make up your ads, such as images, text, colors, fonts, logos, or calls to action. Each creative should match your objectives, format, location, and audience preferences. For example, you might want to use simple and clear images and text for billboards, or more dynamic and interactive elements for kiosks. To test and experiment with different DOOH creatives, you need to consider factors such as clarity, contrast, readability, consistency, and appeal.

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G?ran ?stman

Ocean Outdoor Local
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In testing and experimenting with Billboard′s Digital-Out-of-Home creatives, consider elements like clarity, contrast, readability, consistency, and appeal. ?? At Ocean Outdoor Local, our experienced motion designers excel in crafting impactful visuals for Billboard′s Digital-Out-of-Home campaigns. We tailor creatives to match objectives, formats, locations, and audience preferences. ?? From simple, clear designs to dynamic, interactive elements, we ensure your message stands out. Let us help you make your advertising impactful and eye-catching. ??

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5 Run your DOOH tests

DOOH tests are the methods and tools that you use to compare and evaluate different DOOH options and measure their effectiveness. There are various types of DOOH tests, such as A/B tests, multivariate tests, or geo-fencing tests. Each test has its own benefits and limitations, depending on your objectives, budget, and data availability. For example, A/B tests are simple and easy to implement, but they only allow you to test one variable at a time. Multivariate tests are more complex and sophisticated, but they allow you to test multiple variables at once. Geo-fencing tests are useful for measuring the impact of your DOOH ads on specific locations or audiences, but they require more resources and technology. To run your DOOH tests, you need to consider factors such as sample size, duration, frequency, and validity.

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6 Analyze your DOOH results

DOOH results are the data and insights that you get from your DOOH tests and measure against your objectives and KPIs. They help you understand how well your DOOH options perform and what you can improve or optimize. There are various sources and methods for collecting and analyzing your DOOH results, such as DOOH platforms, analytics tools, surveys, or third-party providers. Each source and method has its own strengths and weaknesses, depending on your objectives, budget, and data quality. For example, DOOH platforms can provide you with real-time and accurate data on your impressions, reach, frequency, and dwell time, but they might not capture the full impact of your DOOH ads on your website traffic, leads, or sales. Analytics tools can help you track and measure your online conversions and attribution, but they might not account for the offline or long-term effects of your DOOH ads. Surveys can help you gather feedback and opinions from your target audience, but they might not be representative or reliable. Third-party providers can offer you independent and verified data on your DOOH effectiveness, but they might also be costly or biased. To analyze your DOOH results, you need to consider factors such as accuracy, relevance, timeliness, and actionability.

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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?

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G?ran ?stman

Ocean Outdoor Local
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Billboard's Digital-Out-of-Home. ?????? ? Impactful Engagement: With dynamic visuals and eye-catching motion, Billboard's Digital-Out-of-Home ads grab attention like never before. They speak directly to consumers in real-time, making a lasting impression that traditional methods struggle to match. ? Memorable Messaging: Our brains are wired to process images and symbols at lightning speed. By leveraging the power of visuals, brands can create messages that stick in the minds of their audience long after they've passed by. ? Amplified Marketing Efforts: Billboard's DOOH doesn't exist in a vacuum. When integrated with other marketing channels, it amplifies your impact, driving brand recognition and customer engagement to new heights.

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AJ Silberman-Moffitt

Helping share all the buzz at Tandem.Buzz
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I began my career in Advertising in 2004, almost 20 years ago. I have seen technology vastly improve how companies can reach their target audiences. When I worked at my first agency, print ads in newspapers, traditional billboards, radio commercials, and tv or cable commercials were all the rage. Today, who gets a newspaper? Who bothers with vinyl billboards? And who doesn't pay to skip the commercials on the radio, tv, or however they consume their shows. Fortunately, DOOH enabled advertisers to reach their audiences quickly and efficiently. Consumers have not only become accustomed to this speed and accuracy, but they expect it. Years ago, you may have thought that ads were disappearing. Reality? We are just now seeing how far we can go.

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How do you test and experiment with different DOOH formats and locations?

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1 Define your objectives

2 Choose your DOOH formats

3 Choose your DOOH locations

4 Design your DOOH creatives

5 Run your DOOH tests

6 Analyze your DOOH results

7 Here’s what else to consider

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