Imagine having the ability to guarantee that the right people will see your digital out-of-home (DOOH) ad. Can you picture how much more effective your advertising efforts would be? Site selection analytics is more than just footfall traffic, at least for us. Let’s take a closer look at how DOOH advertisers can use site selection analytics.
Before we dive into how site selection analytics and DOOH work so well together, it’s important to understand how this type of analysis works. This analysis can use data from pseudonymous mobile location signals to determine who is visiting a certain location and whether or not they are the right audience for you.
Site selection analytics might commonly be used by companies looking for the perfect spot for their new brick and mortar location, but it becomes a powerhouse tool when utilized for scouting the perfect location for digital billboard ads.
We’re sure you’ve heard this a million times, but whether we like it or not, the COVID-19 pandemic caused such a shift in consumer behavior and preferences that advertisers are having a difficult time keeping up with the pace of change. Not only this, but the way that people move around in the world has changed just as drastically. Site selection analytics is the perfect solution for a changing world because it gives DOOH advertisers insight into whether or not your potential location for a digital billboard ad will be lucrative or not.
For example, let’s say that you are working with an urban retail brand and have been scouting the perfect location for a new digital billboard ad. The brand’s target markets are millennials and Gen Z consumers with an interest in the arts. You work with the brand and determine that the perfect place for the new ad is in the art’s district of a major city, thinking the move is a no-brainer.
The digital billboard isn’t doing as well as you had hoped, especially considering the location. What you don’t know is that while this part of the city was a hotspot for artsy millennials before the pandemic, now it’s a ghost town. By using a location intelligence solution, you’re able to determine that the brand’s target audience frequents a particular street in downtown every Thursday through Sunday during the happy hour times. You place your ad in front of the indie cafe and before you know it, people are stopping by the brand’s store and checking out their eCommerce shop.
There has never been a better time to be a digital out-of-home advertiser than today. With so many tools at your disposal, why not take advantage of the one that would be the most powerful and have the most impact in 2021? Site selection analytics will take digital billboard campaigns to the next level by providing direct insights into where the brand’s target audience(s) frequent the most and when, allowing you to work with brands to place ads where they will have the most visibility and increase the chance of more conversions.
Want to learn more about site selection analytics? Contact us to speak with one of our experts today!