How to use personalisation in outdoor marketing
Out of Home (OOH) advertising offers incredible potential for advertisers looking to reach their audience with impactful, engaging and memorable ads. Personalised OOH takes that potential to the next level.
Integrating personalised creative into your OOH campaigns can help them capture more attention, stand out from other ads and drive more conversions. We’ve put together a guide to using personalisation in outdoor marketing so you can take the next step with Clear Channel.
Why personalisation matters in marketing
Personalisation can help make your marketing strategy more effective by ensuring that you’re effectively – and specifically – addressing your target audience.
On average, people see up to 400 adverts every day. To be successful in such a crowded advertising landscape, your ads have to cut through the noise to capture your audience’s attention.
Personalisation can help them do that, making your ads more relevant to your audience’s needs, preferences, values, circumstances or behaviour. In other words, you can use personalised ads to narrow your focus, tailoring them to suit your target audience perfectly.
The synergy of Out of Home with personsalisation enhances it's one-to-many impact by tailoring messages to specific demographics, fostering a more resonant and engaging connection with a diverse audience.
If you get it right, personalised marketing assets can capture your audience’s attention more effectively, make a deeper impact and have a better chance of being remembered than generic alternatives.
There are plenty of stats that back up the potential personalised advertising has, including a study by Adlucent that found 71% of people prefer ads that are tailored to their interests or shopping habits.
And the importance of personalisation applies to all forms of marketing, from paid digital channels to OOH advertising. It doesn’t matter where you’re targeting your audience, using personalisation in marketing can help you to drive better results.
The benefits of using personalisation in OOH
Personalisation can offer particularly compelling benefits in OOH or Digital Out of Home (DOOH) campaigns. Advertisers who use data to drive their OOH personalisation strategy are able to create ads that are more attention-grabbing, impactful and memorable.
There are lots of potential benefits, but these are some of the most important:
Ads that stand out
The first step in a successful OOH campaign is creating ads that will actually capture people’s attention. It doesn’t matter how well-tuned your creative is to driving engagement if no one is sticking around to look at it.
Using personalised advertising techniques in OOH creative helps solve this potential problem. Personalised ads stand out from the crowd of generic ads to hook the attention of your audience, helping to boost visibility specifically among your target demographics.
Better ad relevance
OOH ads can be personalised based on a range of different factors. You can use programmatic OOH to show your ads at a specific time of day, for example, or place your ads in particular locations where you know your audience will see them.
Taking this approach, you can tailor your OOH campaigns to be hyper-relevant to your target audience, knowing that your personalised ad creative will always be served in the right context. And the more relevant your ad is to the people you’re targeting, the more likely it is to leave a lasting impression.
More audience engagement
If your OOH campaign has a direct purpose beyond boosting brand awareness, like driving sales from your brick-and-mortar stores, personalisation can help to increase engagement levels and therefore ROI.
You can tailor your creative for ads that are placed near your brick-and-mortar locations to point people in the right direction or tell them how far away they are, for example. This kind of personalised ad activation is ideal for driving conversions.
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Types of OOH ad personalisation to consider
You can personalise your OOH ads in countless ways, to suit infinitely variable audiences. The best way to think about what types of personalisation are possible is to consider the underlying factors that you can personalise around.
In OOH, those factors include:
Location
The ability to choose where you deploy your OOH ad campaign is one of the key facilitators of personalisation. Where your ad is placed determines who will see it, meaning you can develop successful campaigns by thinking about who you’re targeting and where your ads will have the biggest impact on them.
You could choose to run city-specific campaigns, for example, and personalise your creative to suit the local residents. Alternatively, you could prioritise roadside displays for your campaign to make sure that the majority of people who see your ad are drivers.
The date or time
Personalising your OOH ads based on time-specific parameters can make them much more relevant in context. Using programmatic OOH controls, you can outline certain days or times to deploy your campaign, meaning you can generate creative that is tailored to suit the setting it’ll be seen in.
You could use this capability to serve your ads during rush hour, for instance, to target an audience made up of the 9-5 worker demographic. Or you could create a personalised campaign to suit a specific celebration, like Easter, and deploy it in the surrounding weeks.
Weather
The weather is a big factor in people’s lives, so it makes sense that it’s a great factor to build a personalised OOH campaign around. You can tailor your OOH campaigns to respond to specific weather conditions like the temperature to ensure your ads are always relevant and impactful.
There are lots of ways to use this type of personalisation to create more effective and memorable ads. If you’re using DOOH, for example, you could have dynamic ad creative that changes based on temperature increases or decreases.
Examples of personalised OOH adverts
Marketing personalisation is no hidden secret – it’s already used by countless advertisers and organisations around the world. That means there are plenty of examples of personalised OOH campaigns to learn from.
This campaign from NHS Blood and Transplant is a particularly good example of how a personalised DOOH campaign can be built around location factors.
It used live data from local donor centres highlighting how many people had booked in to give blood nearby, alongside images of real blood transfusion recipients. This data was followed up with a line telling the audience how far away the nearest donor centre was, usually within easy walking distance.
Combined, these assets created a hugely impactful campaign that was perfectly personalised to target local residents in the 10 cities it was displayed across.
If you want to learn more about how you can use personalisation in your OOH or DOOH campaigns to create a more impactful campaign that generates better results, contact our expert team today.
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