Ask the Board – March 4, 2019 | DAVE DOLEJSI

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“What are some ways to serve targeted content when you’re dealing with public spaces and a bunch of demographics at once?”


The first thing to consider is that there’s targeted, and there is hyper-targeted. Hyper-targeted drives specific content to a very specific demographic. In terms of public spaces, you can’t truly drive to a hyper-targeted audience for the very reason that there are so many groups. So let’s take a step back. It’s time to look at the big picture. You might not know the specific groups, but you can still rely on context.

Context is always key when developing and placing content in DOOH environments. Multiple demographic compositions? Let’s look at the area where they might be seeing the content. For example, a business district deployment will have multiple demos, but forget the breakdown of men to women, age groups and ethnicity. These data sets might not even be available. 

Instead, think of the people in the area. Some will live and work in the area, some will be tourists. Even among tourists, there are those who come from international origins and those who visit more frequently from suburban areas. Context allows us to still target groups with effective content even when we don’t have their specifics. 

Look for the ties that bind – they are visiting, they are attending an event, seasonality, shared experience, etc. All of these elements can help us focus content to a level of relevancy that will connect to the audience. 

 

 

About Author

Associate Vice President – Content Strategy
St. Joseph Communications

MEMBER OF THE DSE ADVISORY BOARD
Content Council

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