As digital marketers face the reality of a
cookieless future, many are searching for strategies that will keep their
campaigns effective and targeted. Out of Home (OOH) advertising may offer the
perfect solution. With its sophisticated use of data and dynamic content, OOH
is setting new standards in an industry that’s rapidly evolving.
The Shift to a Cookieless
Landscape
The digital marketing world is at a turning point.
As third-party cookies are phased out, marketers are pivoting towards
first-party data to fuel their campaigns. This shift presents challenges, but
also opportunities—particularly when we look at the lessons offered by OOH
advertising. Unlike digital channels, which are now hastily adapting to the
change, OOH has always operated independently of cookies. Over the past decade,
OOH has evolved significantly, embracing data-driven strategies that parallel
those found in digital marketing.
The Evolution of Digital Out
of Home (DOOH)
Gone are the days when billboards were static
displays, updated infrequently by manual labour. Today’s Digital Out of Home
(DOOH) panels are dynamic, updating multiple times per minute to reflect
real-time conditions such as traffic patterns or sports results. These screens
are not just visually engaging; they’re powered by granular data that makes
them incredibly effective.
One of the most exciting developments in DOOH is
the rise of dynamic and reactive content. Imagine a cosmetic brand using a
digital screen that changes its display based on the outside
temperature—switching from promoting daily moisturiser to SPF sun protector
when the weather warms up. This kind of contextual relevance can significantly
boost purchase intent, making DOOH a powerful tool for marketers.
Unleashing the Power of Data
in OOH
The data capabilities of OOH are vast, allowing for
unprecedented levels of targeting. Marketers can now tap into first-party data,
geographic relevance, and other precise inputs to create campaigns that rival
even the most sophisticated digital strategies. When combined with dynamic
content, these data-driven campaigns can be tailored to meet specific business
objectives with remarkable accuracy.
Raising the Bar with
Measurement and ROI
DOOH isn’t sitting back and waiting for the
cookieless future to unfold—it’s actively raising the bar on measurement and
effectiveness. With the right investment, DOOH campaigns can deliver impressive
returns. For instance, dynamic creative content has been shown to be up to 57%
more effective than static ads, making a strong case for its use.
Precision Targeting with
Granular Data
While DOOH campaigns can be broad in scope, they’re
also highly precise thanks to the granular data that underpins them. For
example, a study by JCDecaux and Nielsen found that using postcode-level data
can boost OOH ROI by up to 42%. The effectiveness of OOH campaigns is driven by
several factors: creative execution (47%), reach (22%), branding (15%), and
audience targeting (9%). By carefully selecting the right locations and timing,
marketers can maximize these factors to achieve outstanding results.
Expanding Opportunities for
OOH
The ability to measure and analyse OOH campaigns
goes beyond just planning—it also deepens the understanding of what makes an ad
effective from a creative standpoint. This opens new opportunities for OOH,
which has traditionally been seen as a top-of-funnel awareness medium. Now, it
can also be effectively used for lower-funnel activities, targeting specific
audiences at the right place and time to drive conversions.
Looking Ahead: OOH Leading
the Cookieless Charge
As digital brands scramble to find their footing in
a cookieless world, OOH is already ahead of the curve. By embracing data best
practices and optimizing campaigns to meet customers where they are, OOH is
setting the standard for the future of advertising—one that’s innovative,
effective, and entirely independent of cookies.