Interviews, insight & analysis on digital media & marketing

Why programmatic DOOH is a strategic lever for influencing brand consideration

By Laure Malergue, Co-Founder and CEO of Displayce

The emergence of new regulations and shifts in consumer behaviour are shaping a dynamic and complex advertising landscape. At the heart of this evolution lies brand consideration, a crucial step in the consumer journey.

It’s the moment when a potential buyer researches a brand’s products or services and considers them as a viable option to meet their needs. This is where the battle of perception comes into play, where a brand can stand out as a convincing solution to its competitors.

Unfortunately, this central stage of the marketing funnel is often overlooked in favour of tactics focused on awareness or conversion. However, a consumer can be perfectly aware of a brand without actually buying it. It’s through consideration that advertisers can assess if their advertising efforts make their brand both visible and desirable.

In this context, Digital Out-of-Home (DOOH) proves to be a powerful tool for influencing brand consideration. DOOH holds a strategic position in the marketing funnel by capturing consumer attention, contextualising content, and creating immersive experiences.

Studies by Happydemics, a French solution for measuring advertising effectiveness, demonstrate its positive impact on brand perception, with a significant increase in consumers’ perceived image. The platform also highlights that DOOH’s creative diagnostics are on average much better than those of other formats, meaning the campaign performs better creatively. Out of 1,000 campaigns carried out in 2023, the Displayce DSP increased brand consideration for its pDOOH campaigns by 20 points on average.

DOOH content is thus highly appreciated, scoring +8 points on average compared to other formats (CTV, radio, OOH…). While online channels and Connected TV (CTV) now sit at the top of the funnel, mainly emphasising brand positioning, offline channels like digital outdoor advertising or television, for their part, strengthen purchase intent and consideration. Less intrusive, and benefiting from wider reach and trust, these media significantly increase purchase consideration, complementing digital efforts and having a noticeable impact on consumer behaviour.

Imagine a DOOH advertising campaign for a computer brand, programmatically on DOOH screens around IT stores (urban panels, bus shelters) and close to the brand’s retail points. By repeating the message approaching Black Friday and thanks to very precise geographic targeting, focused on stores located in technology-affine areas, passersby start to consider this brand as a choice option for their next computer purchase.

Programmatic DOOH campaigns also offer innovative possibilities through contextually tailored creatives based on environmental criteria (weather, traffic, promotions, UV index, etc.). Take the example of a sportswear brand advertising on DOOH panels near stadiums. Depending on live sports results, the brand adapts its message to promote products associated with winning teams, thus enhancing the relevance of the advertisement and positively influencing brand consideration.

In a saturated advertising landscape, clarity and integration of campaigns are crucial for boosting consideration. Programmatic DOOH emerges as a choice solution, offering a non-intrusive way to communicate with consumers in their daily environment based on precise demographic and geospatial data. Unlike online ads perceived as intrusive, DOOH

Why programmatic DOOH is a strategic lever for influencing brand consideration

integrates into the public space, offering relevant and contextual messages without disrupting individuals’ experience.

But how to measure the effectiveness of these DOOH campaigns?

Advertising efficiency measurement is no longer limited to simple clickthrough rates or cookie traceability. With the end of third-party cookies, pDOOH offers a unique opportunity to measure consumer engagement tangibly and non-intrusively.

For example, Brand Lift allows measuring, comparing, and proving the impact of a campaign on consumers by directly collecting opinions from those exposed to an advertisement with those of a non-exposed group. Similarly, Footfall Uplift measures the campaign’s impact on store visits by analysing the mobile behaviour of those exposed to a DOOH campaign.

As a one-to-many medium, DOOH is not penalised by the end of these cookies, with the context of diffusion always being the guiding thread. Programmatic DOOH relies on third-party data (triggers, aggregated audiences, anonymized mobile IDs…), allowing for serving relevant advertisements at the right time and place.

By investing in advanced tools and data, advertisers can better understand the impact of their DOOH campaigns and adjust their strategies accordingly. Standardising measurements and adopting a cross-channel approach provides a more comprehensive view of campaign performance, facilitating comparison and analysis of results across different communication channels.

In this era of rapid changes and constant challenges, it’s imperative for brands to focus on consideration and integrate DOOH into their advertising strategies. By combining creativity, relevance, and effectiveness measurement, we can shape a future where advertising not only captures attention but also positively influences consumer perceptions and behaviours.