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    Essma Bengabsia

    Essma Bengabsia calls out @BlackRock for Islamophobic acquiescence

    Viant NASDAQ:DSP IPO shares surge 90% in its first day as a public adtech company

    Viant NASDAQ:DSP IPO shares surge 90% in its first day as a public adtech company

    Beeswax Acquired by Comcast’s Ad Tech Arm FreeWheel

    Beeswax Acquired by Comcast’s Ad Tech Arm FreeWheel

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    TripleLift Earns 3 Adtech Growth Awards For Fourth Consecutive Year

    Maxim: KBNT – Emerging Tech Player Seeks to Disrupt the $325B+ Digital Advertising Industry – Initiating with a Buy Rating, $10 PT

    Maxim: KBNT – Emerging Tech Player Seeks to Disrupt the $325B+ Digital Advertising Industry – Initiating with a Buy Rating, $10 PT

    SAP

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    Shopping apps retargeting conversions grew 15% in Indonesia: AppsFlyer

    AppsFlyer

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    The Trade Desk (NASDAQ:TTD) RBC Research Report

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      5 Reason Why Your Company Needs SEO

      5 Reason Why Your Company Needs SEO

      Viant NASDAQ:DSP IPO shares surge 90% in its first day as a public adtech company

      Viant NASDAQ:DSP IPO shares surge 90% in its first day as a public adtech company

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      How Content Consolidation Can Help Boost Your SEO Rankings

      Beeswax Acquired by Comcast’s Ad Tech Arm FreeWheel

      Beeswax Acquired by Comcast’s Ad Tech Arm FreeWheel

      Women earned 100% more than men in 2020: @ProfitPK influencer marketing report

      Women earned 100% more than men in 2020: @ProfitPK influencer marketing report

      Integry

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      TripleLift Earns 3 Adtech Growth Awards For Fourth Consecutive Year

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        How to Completely Set up & Optimize Your LinkedIn Company Page

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        How Content Consolidation Can Help Boost Your SEO Rankings

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        5 Content Marketing Strategies That Will Skyrocket Your Search Traffic

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        Daily Muslim

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        An introductory guide to growth marketing

        3 Steps for Creating a Voice of the Customer Program to Better Understand Your Audience

        3 Steps for Creating a Voice of the Customer Program to Better Understand Your Audience

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        Essma Bengabsia

        Essma Bengabsia calls out @BlackRock for Islamophobic acquiescence

        Viant NASDAQ:DSP IPO shares surge 90% in its first day as a public adtech company

        Viant NASDAQ:DSP IPO shares surge 90% in its first day as a public adtech company

        Beeswax Acquired by Comcast’s Ad Tech Arm FreeWheel

        Beeswax Acquired by Comcast’s Ad Tech Arm FreeWheel

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        TripleLift Earns 3 Adtech Growth Awards For Fourth Consecutive Year

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        Maxim: KBNT – Emerging Tech Player Seeks to Disrupt the $325B+ Digital Advertising Industry – Initiating with a Buy Rating, $10 PT

        SAP

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        Shopping apps retargeting conversions grew 15% in Indonesia: AppsFlyer

        Shopping apps retargeting conversions grew 15% in Indonesia: AppsFlyer

        AppsFlyer

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        The Trade Desk (NASDAQ:TTD) RBC Research Report

        The Trade Desk (NASDAQ:TTD) RBC Research Report

        Trending Tags

        • Digital Marketing
          • All
          • Performance Advertising
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          • Email Marketing
          • Programmatic Advertising
          • DPAA Digital Out of Home EVERYTHING
          • Artificial Intelligence
          • Marketing Automation
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          5 Reason Why Your Company Needs SEO

          5 Reason Why Your Company Needs SEO

          Viant NASDAQ:DSP IPO shares surge 90% in its first day as a public adtech company

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          Integry

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          TripleLift Earns 3 Adtech Growth Awards For Fourth Consecutive Year

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          • Social Media Marketing
            • All
            • Instagram
            • Facebook
            • LinkedIn
            • Twitter
            • Social Ads
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            How to Completely Set up & Optimize Your LinkedIn Company Page

            Get More From Paid Ads: Pro Tips to Make A/B Testing More Effective

            Get More From Paid Ads: Pro Tips to Make A/B Testing More Effective

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            Hashtag Generation Made Easy: Four Tools You Should Try Right Now

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            10 Content Ideas for Social Media in 2020

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            Brands use TripleLift as a go-to advertising alternative for Facebook

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            How to start your business on Facebook

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            A Simple Guide on How to Monetize Your Instagram Profile

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            7 Facebook Ad Strategies to Avoid in 2020

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            7 TikTok Statistics Marketers Need to Know in 2020

          • Content Marketing
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            How Content Consolidation Can Help Boost Your SEO Rankings

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            5 Content Marketing Strategies That Will Skyrocket Your Search Traffic

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            Which Content Marketing KPIs Should You Track?

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            Use These 9 Tools to Create Beautiful, Shareable Content

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            7 Steps To Your Winning Content Strategy in 2020

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            NLP Chatbots: The Most Intelligent Content Marketing Tool

          • Audience Strategy
            Daily Muslim

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            3 Steps for Creating a Voice of the Customer Program to Better Understand Your Audience

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            Using SMS Marketing to Drive More Revenue & Engagement

            Easy Strategies to Improve Customer Service & Retention

            Easy Strategies to Improve Customer Service & Retention

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            7 Step Guide to Getting More Clients From LinkedIn

            Why You Need A Voice Search Audience Marketing Strategy

            Why You Need A Voice Search Audience Marketing Strategy

            37% of All Mobile Internet Traffic & Audience Reach Comes From Youtube

            37% of All Mobile Internet Traffic & Audience Reach Comes From Youtube

            How to Craft a Tenacious Strategy to Improve Customer Retention Online

            How to Craft a Tenacious Strategy to Improve Customer Retention Online

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          How Outdoor Advertising Works & How to Measure It

          Connor Hennessy by Connor Hennessy
          October 28, 2020
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          In today’s age, everyone carries a walking advertisement platform with them — their personal devices.

          With the saturation of digital ads on platforms like Instagram, Facebook, and Google, advertisers and brands are looking for ways to stand out and get their message out in unique, widespread ways.

          Outdoor advertising is nothing new, but it’s an industry that, along with the rest of the world currently, is evolving to fit the needs of the current consumer and market.

          While you may be familiar with the world of outdoor advertising, a big question for many brands and media buyers, is how exactly does it work?

          Even more so, how is it measured compared to traditional digital ads?

          In this short guide, we’ll be walking through the main types of outdoor advertising, how it works, and the ways that it’s measured in today’s hyper centric marketplace.

          What is Outdoor Advertising

          Outdoor advertising, or out-of-home media, is advertising that reaches consumers when they’re in public and away from their personal devices.

          Outdoor advertising is, and always has been effective, for the simple reason that it reaches consumers in places other ad’s can’t.

          Whether that’s in a subway station, shopping mall, or city street, outdoor advertising is targeted, and efficient.

          Types of Outdoor Advertising

          There are a few different types of outdoor advertising which as we mentioned above, have been evolving to meet the needs of the current consumer and advertiser.

          OOH

          OOH, or out of home advertising was the first of it’s kind to start delivering outdoor advertisements to consumers.

          These ads are most commonly in the form of billboards, posters, and kiosks. OOH ads are stationary, meaning they don’t change and can only display one ad or campaign at a time.

          If you’ve ever driven down a highway, walked through a city, or been in a shopping center, you’ve been exposed to OOH advertising.

          DOOH

          DOOH, or digital out of home advertising, is based on all of the same principles and is generally the same — except for one key difference.

          That difference being that the displays are digital, giving advertisers and brands much more flexibility when it comes to the ads and messages they want to explain.

          This allows brands to switch their campaigns in real time or to reach a new segment of consumers.

          For example, if a physical retailer is having a one day sale, they can seamlessly adjust their outdoor advertisements in the area of the store to display that promotion.

          For this reason, DOOH has been booming lately, and more brands are either adopting digital out of home into their outdoor advertising strategy, or replacing their OOH ads altogether.

          How Does it Work?

          The process for getting outdoor advertising live is quite similar to traditional ads, with a few differences.

          First things first, you need to establish the target market and demographic that you’re marketing to.

          Because outdoor advertising is generally location specific, it’s important to do research on not only your target customer, but the target locations and quantity and demographic of traffic that passes through said locations.

          Standalone Campaigns

          For standalone ad campaigns, brands and advertisers first connect with the media companies that own the outdoor advertising platforms (we’ll use a billboard as an example).

          Once the creative, schedule and payment is agreed upon, the display is adjusted to show the ad.

          Programmatic Ads

          Becoming more and more common in the world of outdoor advertising, is programmatic ads.

          Programmatic ads is the automated buying and selling of online advertising, so advertisers are only paying for ads that are delivered to the right people, at the right time.

          Digital out of home and programmatic blends perfectly together as it gives advertisers the ability to automatically adjust their campaigns in real time, depending on demographics, and company goals.

          Upcoming software platforms are taking data collection and real time outdoor advertising to the next level by providing live information regarding demographics and consumer trends, feeding directly into brands programmatic buying decisions.

          How to Measure Outdoor Advertising

          It’s a misbelief that outdoor advertising makes it impossible to track metrics and conversions.

          While different than digital ad platforms, it’s still convenient to get detailed metrics regarding the reach and effectiveness of outdoor ads.

          These metrics are most commonly broken down into a few categories:

          • Impressions

          Impressions for outdoor advertisements are most often presented in weekly reports to gauge the total reach of your ads.

          It takes into account the circulation of the ads (how long and how often they’re displayed), along with census data, travel surveys, and data modeling reports.

          • CTA’s

          One of the most effective ways to measure the success of an outdoor advertisement is by having a clear CTA or call to action linked to it.

          This can be in the form of promo codes, unique links, social media accounts, and other online assets that you include in your ad. What this does is create a digital trail of your ad to be able to check how your ad is converting.

          • Visibility Metrics

          Visibility research is relatively new in the industry and takes into account contact zones and and speed data to gauge the distances your ad can be seen at, and how long people are in the designated contact zones for to be exposed to the ad.

          • Demographics & Psychographics

          Finally, demographic and psychographic information is another key asset of measuring the effectiveness of outdoor advertising. This information typically comes from the latest censuses and surveys that are converted into data models, or garnered from live data collection platforms.


          In an increasingly digital world, outdoor advertising is becoming more and more attractive for advertisers and brands alike when it comes to getting their messages in a places most ads simply can’t reach.

          The evolution of outdoor advertising, specifically in the DOOH industry and the technology products that come with it, will continue to attract advertisers and propel the industry in the years to come.

          Connor Hennessy
          Website | + posts

          operations & marketing. cofounder @hoo.be / @ImMakingADifference

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          Tags: AdvertisingDOOHout of homemetricsKPI
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          Connor Hennessy

          Connor Hennessy

          operations & marketing. cofounder @hoo.be / @ImMakingADifference

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