Influencer Marketing and DOOH - A Powerful Duo For Driving Sales
Influencer marketing and Digital Out of Home (DOOH) is a powerful duo. However, very few brands are leveraging the two simultaneously to maximise impact, increase content efficiency, and help unify both System 1 and System 2 thinking in retail environments.
What is DOOH?
DOOH is OOH supported by ad technology. This can be used to dynamically serve creative, geo-target, and drive better models for measurement.
What are the benefits of DOOH?
There are a variety of benefits to DOOH. Firstly, it’s impactful. In one Clear Channel study, following participants’ study reported 13% higher levels of trust in a brand after being exposed to the brand’s DOOH advertising. Secondly, DOOH can be used at all stages of the marketing funnel from awareness through to conversion depending on the brand and the activation. Thirdly, DOOH screens can display dynamic content. This gives brands the opportunity to tailor their creative based on contextual factors such as time, location, or weather. Delivering the right message at the right time through contextually relevant content has been shown to increase ad effectiveness by an average of 17%.
Combining influencer marketing with DOOH to maximise impact
Historically, influencers have been used to help brands achieve upper funnel objectives such as awareness and incremental reach. Through paid ad campaigns, influencer content can be highly effective at driving sales, revenue, and efficient CPAs.
However, to date, brands have found it difficult to consistently demonstrate the real power of influencer content. Influencer content is often one of hundreds of touchpoints in the messy middle. Recently TikTok revealed that last-click attribution undervalues TikTok conversions by 73%. Furthermore, 79% of purchases that are driven by TikTok are not captured through common attribution methods. So, what does this mean for marketers?
Well, in the short term marketers should start exploring how influencer content can be used in multiple environments beyond social media to amplify the impact. This is something TikTok is advocating for through “Out of Phone”. Using influencer content across DOOH campaigns can be a brilliant way to bolster any social media campaign. Programmatic DOOH allows you to target ad campaigns at specific demographics, interests, and even locations. This enables the delivery of highly relevant and personalised ads to specific demographics who are most likely to be interested in them. Plus, you can integrate first-party data to target the right audiences at the right time.
From a cost efficiency perspective, if you’re already paying an influencer to create content, and negotiating usage rights for social media, extending the usage rights for OOH could save your team thousands on additional content creation costs. One of the most common DOOH formats is the D6, which means that most influencer content on Instagram and TikTok will be suitable.
System 1 and 2 thinking in retail environments
For bricks and mortar retail brands, combining influencer content with DOOH is a no-brainer too. There have been countless articles and studies carried out on the drivers of purchase decisions in retail. We know that it’s a combination of System 1 and System 2 thinking. System 2 thinking is rational and logical. However, the System 1 thinking kicks in when you’re in the store – influenced by POS displays and past brand associations.
Any retail environment is the perfect combination of the right person, right place and right time. It’s clear that anybody in a supermarket or a shopping centre is ready to spend money. Therefore, more brands should be looking at ways to incorporate their influencer content into the environments, in supermarkets, near vending machines, on the high street, and also in shopping centres.
There really has never been a better time to explore influencer marketing and DOOH. To explore how this dream duo can drive great results for your brand, contact us today