Why DOOH is a cost-effective channel to build awareness in sports
Digital out-of-home (DOOH) is set to make up 31.4% of total out-of-home advertising spending this year (eMarketer). For marketers seeking the most spend-efficient channels to build awareness of their brand, DOOH advertising is becoming a mainstay in today’s digital marketing mix.
Digital out-of-home placements tend to be located in high footfall areas such as shopping malls, highstreets, transport hubs and around sports stadiums, making them the perfect channel for targeting sports fans at scale.
Digital out-of-home almost guarantees eyeballs. Geo-targeted placements reach sports audiences within a specific region with ads they cannot miss. Unlike other top-of-funnel awareness channels like linear TV, DOOH gives brands total flexibility to optimize and adjust spend pacing and audience targeting mid-flight.
How does it work?
When it comes to buying media space, DOOH inventory is bought and sold programmatically. For advertisers, the ability to make mid-campaign adjustments and alter budget and pacing strategy based on location and timing is an added benefit.
Perhaps most uniquely when it comes to out-of-home media, DOOH enables advertisers to leverage first-party and third-party audience datasets to set up and refine campaigns.
While DOOH is a one-to-many channel, first-party and third-party data can be used for geo-targeting, ensuring that a higher proportion of audiences that see your ads are relevant. This data allows advertisers to track web visits from known users after exposure to a DOOH ad.
What are the benefits?
- Cost-effective: Advertisers can reduce wasted impressions yet still achieve brand building objectives, making DOOH spend more cost-effective than other top-of-funnel channels.
- Target fans at the game: Target sports fans attending a specific game, concentrating ad delivery towards premium screens near stadiums.
- Geotarget: Ads can be timed before and after games in a certain region, maximising visibility while keeping spend efficient.
- Measurable campaigns: QR code CTAs in ad creative allow marketers to track direct website actions. Programmatic online video and mobile ads can be run as part of the same campaign based on real-time audience data and foot traffic to maximise conversions.
Why choose DOOH advertising for your next campaign?
A study from the Out of Home Advertising Association found that 76% of people who had seen DOOH ads took action. These actions include watching a video, visiting a website or going to a store.
Digital out-of-home performs especially well when targeting sports fans. A study by Clear Channel found 77% of fans notice brands surrounding sports fixtures, with a 33% uplift in brand affinity after seeing out-of-home ads with content relating to a sporting event.
Precision targeting capabilities and advanced reporting allow advertisers to get better ROI from their ad spend compared to traditional out-of-home media, with 64% of U.S. marketers stating DOOH increased sales and performance (VIOOH).
Discover how FANHub, Genius Sports’ Fan Activation Platform, can help you set up sport-specific DOOH advertising campaigns quickly and easily.
