Imagine you are walking through a mall to buy shoes, and a digital screen beside you suddenly changes from playing golf ads to showing shoe ads, automatically. This type of targeted advertising is common online, but it’s a completely new capability in DOOH advertising thanks to content triggers. Triggers are a set of parameters that guide your digital signage CMS throughout a campaign to play specific content depending on visitors within close proximity, previous behaviour (which is generated from LINKETT’s analytics platform). This enables DOOH networks to push more personalized, relevant content in real time to drive performance.
There are four main content triggers that can help brands and DOOH networks deliver more effective, conversion-driving ads:
Digital signage analytics can track how many times someone has seen content on a specific screen, so that enables you to set up triggers that change the content on depending on impression frequency.
For example, perhaps a digital signage network knows from past campaigns that people typically stop engaging with an ad after 2 impressions. By setting up frequency triggers, we can ensure that new content runs at that time, to keep people engaged and interested throughout the whole campaign.
Did someone engage with your content in the past? Did they visit your website or buy one of your products online? Then you can set historical triggers based on this activity.
For example, say you manage an online store that sells ties and dress shirts, and you’ve run a DOOH campaign to drive visitors to your website and increase sales. Perhaps someone is on their way to work, and they see your ad for a blue shirt. They decide to visit your website and buy the shirt online. All of this data is captured anonymously, and the next time they’re on the way to work, an ad is triggered on the screen that encourages that same person to buy a matching blue tie. In this case, past activity is tracked and used to re-target consumers in real-time.
Some consumers provide demographic data to brands through some form of opt-in, and they agree to this data being used for advertising purposes. Someone may provide their age through a survey, which can be used to generate a demographic trigger which delivers content that’s targeted directly to their age bracket.
When done properly, this trigger is very effective at improving engagements and conversions – consumers feel that they are being spoken to directly, and the messaging is more useful and relevant to them than competing brands.
Your analytics provider (LINKETT), can often detect when someone who is within proximity to your digital sign, has visited your website. This gives you an opportunity to deliver a unique, targeted message on the digital sign as well.
Here’s an example: you’re promoting a new app you just released on your website, and you run a DOOH campaign to get people to visit your landing page and ultimately download your app. Perhaps someone is waiting for the bus, they see your ad, and they decide to check out your website. At this point, content is triggered on the screen that says “Thanks for visiting our website! We’d love for you to try our app.”
These four triggers – frequency, historical, demographic, and behavioral – are great examples of how analytics can improve the performance of DOOH advertising. You cannot improve what you cannot measure. With the right analytics platform, you can both measure and improve your next DOOH campaign, by understanding how people engage with your content and then improving your campaign with real-time targeted advertising.
To learn more about how analytics can help your digital signage network, read more about what we’re doing at LINKETT. If you have any questions or ideas, send an e-mail to firstname.lastname@example.org