Site Selection Analytics for Digital Out of Home (DOOH) Advertising
September 28, 2023
Can you imagine having the ability to guarantee that the right people will see your digital out-of-home (DOOH) ad? Think of how effective your advertising efforts would be if you could get an increased return on investment (ROI) by knowing your target audience is seeing your ads. With a great site selection strategy and site selection analytics from location intelligence, advertisers can do just that.
Site selection analytics is more than just footfall traffic. Site selection analytics can help you learn more about your audience’s real-world behaviors while allowing you to advertise to them in the best locations. Let’s take a closer look at how DOOH advertisers can use site selection analytics.
Site Selection Analytics
Before we dive into how site selection analytics and DOOH work together, it’s important to understand how this type of site selection analysis works. Marketers and advertisers can use our location data (data from pseudonymous mobile location signals) to determine who is visiting a particular location, how often they visit that location, and more. These analytics can then help determine if the area is the right location for you to reach your target audience. Plus, location analytics help businesses understand their audience on a deeper level for more effective messaging and marketing strategies.
So, by understanding the real-world behavior patterns, routines, and habits of people in a specific area, advertisers gain insight into the ways they should be advertising to those people and the locations that will be most effective.
Why DOOH Advertisers Need Site Selection Analytics in 2023
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 were 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 and continues to do so. Site selection analytics are the perfect solution for advertising in a rapidly changing world. These analytics allow businesses to stay ahead of the curve and remain competitive in a world where consumer trends are constantly shifting.
So, how can businesses use site selection analytics to search for the best locations for DOOH ads? Here’s an 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 district of a major city—it seems like a no-brainer.
As it turns out, 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 location intelligence, you’re able to figure out that the brand’s target audience frequents a particular street downtown every Thursday through Sunday during happy hour. You place your ad in front of an indie cafe on that downtown street, and before you know it, people are stopping by the brand’s store and checking out their eCommerce shop. Site selection analytics from location intelligence helped you find the most effective location to advertise to your target audience and learn more about their real-world behavior and affinities.
Better Site Selection Analytics with Location Intelligence
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 2023? Site selection analytics take digital billboard campaigns to the next level by providing direct insights into where the brand’s target audience(s) is, allowing you to work with brands to place ads where they will have the most visibility and the best chance of conversions.
Want to learn more about site selection analytics? Contact us to speak with one of our experts today!