The audience targeting and segmentation of programmatic promoting are actually available for out-of-home promoting.
Beeyond Media, a programmatic digital out-of-home (pDOOH) demand-side platform (DSP), has launched a recent segmentation tool, Beeyond TrueReach. It lets brands pick from over 900 criteria — like behaviors, locations and demographics — to create audience segments. It also provides up-to-date performance data so as to optimize campaigns on-the-fly.
The DSP is utilized by brands like Heineken, American Express and others, and, last yr, the corporate expanded its operations from Latin America to the U.S. and Canada.
Why we care. More DOOH inventory is becoming available to advertisers programmatically. With more screens and more premium locations, brands have higher opportunities to reach their goal audiences and integrate DOOH into multi-channel campaigns.
Dig deeper: Bermuda Tourism launches 3D digital out-of-home campaign in New York
Reducing waste. With higher segmentation comes fewer wasted impressions and ad dollars.
“Eliminating wasted impressions in DOOH promoting primarily involves improving the precision of your audience targeting,” said Beeyond Media’s cofounder and CEO Alejandro Donzis. “By implementing these strategies, we will improve the relevance of your ads, increase engagement rates, reduce wasted impressions, and maximize the return on investment (ROI).”
Segments. Here are some examples of segments present in the Beeyond TrueReach tool:
- Demographic segmentation: Segments are based on characteristics comparable to age, gender, income level, occupation, and more.
- Geographic segmentation: Segments are based on geographic locations like cities, neighborhoods, and even specific locations.
- Behavioral segmentation: Segments are based on specific behaviors like frequent traveling, fitness activities, food preferences, shopping habits, etc.
- Interest-based segmentation: Segments are based on individual interests, comparable to sports, technology, fashion, entertainment, etc.
- Contextual segmentation: Segments are based on specific contexts, comparable to events, holidays, or seasonal trends.
- Purchase intent segmentation: Segments are based on individuals who show high purchase intent according to their online and offline behavior.
- Lifestyle segmentation: Segments are based on lifestyle decisions and preferences, comparable to health-conscious individuals, eco-friendly consumers, or luxury-oriented individuals.
Strategies. To create segments and help brands optimize campaigns, the tool “[leverages] data from various sources to understand your target market’s behaviors, preferences and demographics,” said Donzis.
Here are some strategies where marketers can use these data insights.
- Personalized messaging: Create personalized ad content that resonates with the precise preferences and interests of your target market. Tailoring your message to the person can significantly increase engagement and reduce the possibility of irrelevant impressions.
- Strategic ad placement: Position your ads in locations where your target market frequents. You can use location data and traffic patterns to discover these strategic locations.
- Continuous optimization: Regularly review campaign performance and adjust your targeting parameters based on results. This continual refinement may help improve targeting precision over time.
- Predictive evaluation: Use historical data and analytics to predict future behaviors of your target market, allowing you to higher anticipate and meet their needs along with your promoting.
Synthetic population generation. One of the ways the Beeyond Media platform achieves precise targeting while maintaining consumer privacy is by utilizing synthetic population generation, a technique utilized in computational modeling to create a statistically representative population for a given area.
“This synthetic population mirrors the real-world population when it comes to key characteristics like age, gender, income, household size, occupation, etc., but doesn’t correspond to any real individual, thereby ensuring privacy and confidentiality,” said Donzis.
Engagement and conversions. Marketers can drive a lot of engagement and conversion actions using advanced DOOH targeting of their campaigns.
Donzis offered some examples of how brands can engage with DOOH.
- Brand awareness: This could be measured by metrics comparable to ad recall, brand recognition, and increased search volume for the brand. For example, after seeing a DOOH ad, viewers may seek for the brand online to learn more about it.
- Website visits: DOOH campaigns can drive traffic to an internet site. This may very well be tracked by utilizing unique URLs or QR codes within the ads, and then monitoring the web site traffic coming from those specific URLs or QR codes.
- Social media engagement: Advertisers may encourage viewers to engage with the brand on social media, perhaps by asking them to share a photograph with a campaign-specific hashtag, or by promoting a contest or giveaway that requires social media participation.
- Store visits: For brick-and-mortar businesses, one in all the goals of a DOOH campaign may be to drive foot traffic to physical stores. This may very well be measured using location data from mobile devices or by monitoring sales at the shop during and after the campaign.
- Sales and conversions: Ultimately, many campaigns aim to drive sales, whether that’s online or in a physical store. This could involve tracking coupon redemptions, monitoring sales of the advertised product, or analyzing e-commerce data for increases in online orders.
- Lead generation: For some businesses, the goal may be to generate leads. This could involve driving viewers to fill out a form on an internet site, make a phone call, or join for a service.
- Event attendance: For events like concert events, sports or product launches, DOOH ads can drive ticket purchases or event attendance.
“The specific actions will rely on the campaign goals and the character of the advertised services or products,” Donzis said.
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