Ask the Board – May 4, 2020 | CHRISTINA RADIGAN

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“Are there or should there be different creative approaches for different age groups when creating messaging for DOOH?”


Creative targeting based upon audience demographics allows the message to be more relevant to the intended viewer. Mapping historical, time-stamped mobile geo-location data against digital OOH locations/venues allows planners to discern the media mix that will optimize audience reach, and as such, the appropriate targeted creative may be day-parted to serve the Right Consumer at the Right Time

Digital OOH offers a host of creative flexibility over printed formats— beyond audience, other data such as weather, countdowns, lottery jackpots, breaking news may all be used to enhance creative messaging and geared to provide more context, which will allow media to hone audiences over time.

About Author

Managing Director, Marketing & Communications
Outdoor Media Group

MEMBER OF THE DSE ADVISORY BOARD
Advertising & Brands Council

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