Targeting Digital Out of Home (DOOH) Marketing with Localized Predictive Demand Analytics

“It takes a lot to stand out in today’s retail environment. With new e-commerce brands constantly entering and leaving the marketplace and consumers distracted by concerns over inflation, retail brands need to dedicate serious effort to make an impression and drive sales,” according to a post by the Forbes Communication Council.

Understanding that “as humans, our brains are wired to respond to messages that directly relate to us—this is why personalization in advertising is so effective” is mentioned in the article (Five Ways To Remix Retail Marketing With DOOH) as a key to getting marketing messages to break through all the noise.

Each day, in so many different ways, consumers plan or alter daily activities and purchasing behavior based on the weather they will soon experience. The specific commercial impacts depend on the product or service, the time of year, and the location of the prospective customer.  This is why using simple weather triggers (e.g., send message to markets above 82 degrees or when rain is forecast) is suboptimal. The relatability, relevancy, or effectiveness of an ad to consumers in Minneapolis and Miami — even if they are experiencing similar weather — are often quite different.

Planalytics Weather-Driven Demand (WDD) translates weather data into product-specific, time-specific, and location-specific predictive analytics that more accurately encapsulate the varied buying relationships that emerge due to the conditions consumers face.  This allows advertisers to target audiences with more relevant messages.  Does it work? Companies have been able to triple their return on advertising spend compared to targeting without WDD analytics.

“The combination of programmatic technology with digital out-of-home (DOOH) media,” wrote Forbes “provides marketers with many opportunities to reach shoppers with tailored and engaging ads that drive results.”  The blog article offered five ways retailers could benefit from DOOH media:

1. Get specific with proximity targeting.
   Weather-Driven Demand insights are a great way to localize and message those consumers that are in a purchasing mindset (those that are more likely to be “in market”) for an item. Target the markets with favorable WDD, save or redirect spend in locations with unfavorable WDD.
2. Make it rain with weather triggers.
   The idea of leveraging weather is right, but triggers are a blunt instrument for identifying marketing opportunities.  As mentioned above, WDD analytics incorporate purchasing data to account for the complexities of consumer demand responses across the thousands and thousands of intersections of product, time, and location.
3. Keep it relevant with dynamic creative.
   Forbes points out that “dynamic creative allows brands to pull in data feeds to automatically change specific creative elements in real time, including nearest store locations, countdowns (or count-ups) and more—all with no manual work required. Brands can drive home relevance, create a sense of urgency and encourage immediate audience response.”
4. Send the perfect message at the right time.
   “Programmatic makes it easier to run DOOH ads during specific times of the day and days of the week,” states Forbes. “This enables retail marketers to drive the maximum value from their DOOH campaigns by customizing their ads when people are out and about and in a buying mindset—precisely when their message will be most effective.” What day or week is the right time to message?  WDD analytics will help you pinpoint when advertising will be more effective.
5. Amplify messaging during major holidays and shopping events.
   “By building targeted DOOH campaigns centered around major shopping milestones, retail and e-commerce brands can amplify their presence in the lead-up to these events—increasing awareness, promoting special deals and gaining consumers’ favorability over their competitors during these crucial moments.” Again, WDD enable businesses to improve marketing effectiveness by selecting the best times to message specific audiences about certain products during these critical points in the selling season.

Read the entire Forbes blog article here.

Contact Planalytics to learn more about optimizing digital marketing with predictive Weather-Driven Demand analytics.