Outdoor advertising, better known as Out-of-home (OOH), has always been a very effective medium for targeting a specific audience.
Audience targeting is one of the big trends for 2020 and it’s becoming even easier to reach exactly who you want and when you want.
In today’s hyperconnected world it has, however, become more difficult to stand out. Knowing who your target audience does not necessarily mean that you will be able to target them sufficiently.
For this reason, audience targeting involves not only knowing key demographic information but also knowing which locations your target audience is visiting, their interests and knowing how they use different media.
It involves collecting enough information to build profiles of your different consumer segments. By going this, you will be able to understand what else they shop, when they shop and where they shop. In so doing you will have a better understanding of which marketing channels will be best suited to engage with them.
Mobile locational data marketing gives way to personalized context and with improvements in real-time, it is allowing OOH to become hyper-targeted. This could, for example, mean that a shopper can be targeted to receive offers based on location, time and even weather and that OOH media units can be personalized to their context.
Location data can also be used to determine ideal target markets, develop audience profiles, analyse audience patterns and improve the efficiency of campaigns.
With the use of cross-channel strategies, you can maximise your reach and retarget customers. This means that your audience is seeing you all over and of the mediums will serve as a reminder of your brand. For example, a consumer has seen your brand on social media, television and heard about it on the radio. By seeing your brand again via OOH, you are reminding them about all the times they have come in contact with your brand.
Ad blockers are very prominent on digital channels and people are becoming more tech-savvy which means brands need to be more creative in reaching their audience not only at the right time but also in the right circumstances.
The other integral part of audience targeting is personalising communication. Consumers are attracted to and want brands that speak to how they feel. They also want to feel that they are not just a number but that you are speaking to them directly.
