DOOH
Digital Out-of-Home Doesn’t Have to End
at the Screen.
Book a Demo Talk to MarketStorm Digital Out-of-Home advertising puts brands into the physical world — on digital billboards, screens and other high-impact environments consumers encounter as they move through their day.
Traditionally, that’s been an awareness play. Reach people in a location, deliver the message and hope the exposure influences what happens later.
MarketStorm can take it further.
Our Digital Out-of-Home strategy can capture audiences exposed
to the content and then use the MarketStorm
Intelligence Engine™
to identify which of those consumers are also demonstrating
relevant intent.
That transforms DOOH from a standalone awareness impression into a potential starting point for continued cross-channel influence.
The screen creates awareness.
The intelligence determines what
happens next.
DOOH as a media channel:
Who saw the message?
DOOH with MarketStorm Intelligence:
Who is showing relevant intent, and how can we influence what happens next?
From Exposure to Audience
DOOH is powerful because of its physical presence. It can put a brand in front of consumers in the places where they live, work, shop, travel and spend their time. But everyone who passes a digital screen isn’t equally valuable to an advertiser.
MarketStorm can build audiences from consumers exposed to DOOH content and combine that exposure with behavioral intelligence. Our algorithms can then help identify the people within that audience whose behavior indicates they may also be moving toward a relevant need, interest or purchase decision.
Instead of treating everyone exposed to the screen the same way, we can begin asking a more important question:
Which of these consumers are
showing intent?
Awareness Becomes the Beginning, Not the End
Traditional Out-of-Home advertising is often measured primarily as reach and awareness, those things still matter.
But MarketStorm can use the initial exposure as the beginning of a larger strategy. Once an exposed consumer also demonstrates the behavioral signals we’re looking for, that audience can move into our cross-channel activation strategy.
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Behavioral
Signal -
Intent
Identified -
Initial Ad
Served -
Human
Verified -
Cross-Channel
Retargeting
Now the consumer who encountered the brand in the physical world can potentially encounter it again through Display, CTV, Native or Streaming Audio. The DOOH impression isn’t isolated.
It becomes part of an audience journey.
We Don’t Have to Retarget Everyone Who Saw the Ad
The objective isn’t simply to capture everyone who may have been exposed to a DOOH placement and repeatedly serve them more advertising.
MarketStorm adds intelligence to the process. Our behavioral algorithms identify which consumers within the exposed audience are demonstrating relevant intent.
We move from broad physical-world awareness toward a more focused digital audience.
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DOOH Exposure
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Audience Shows Relevant Intent
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Initial Digital Ad Is Served
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Audience Member is Human-Verified
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Intent Retargeting
The Physical and Digital Journey Become Connected
Consider someone who encounters a brand on a digital screen while moving through their day. At that moment, they may have no reason to take an immediate action. Later, however, their digital behavior indicates increasing interest in something relevant to the advertiser.
MarketStorm now has an opportunity to continue the relationship.
They may encounter the brand through Display
while browsing, through CTV that evening or through Streaming Audio during tomorrow’s commute. Eventually, they may
search for the company, visit its website, walk into a location or take another action. What began as
physical-world awareness can become part of a cross-channel Intent & Influence strategy.
The consumer leaves the screen. The audience journey doesn’t have to end there.
Particularly Powerful for Location-Based Strategies
DOOH becomes especially interesting when location itself has meaning. A retailer may want to build awareness around stores or competitive locations. A national brand may want to influence consumers around specific venues, events or markets. A multi-location organization may need different strategies in different geographic areas.
MarketStorm can combine those physical-world opportunities with the same behavioral intelligence that powers our other programmatic channels. The location provides context, the exposure creates awareness. Behavior reveals intent.
The MarketStorm Intelligence Engine™ connects them.
DOOH Is Part of the System, Not a Standalone Tactic
MarketStorm doesn’t think of Digital Out-of-Home as a billboard strategy disconnected from everything else we’re doing. It’s another environment within a larger intelligence system.
CTV can tell the story. Display can maintain visibility. Native can influence consumers while they’re exploring. Streaming Audio can extend the relationship beyond the screen. DOOH can introduce or reinforce the brand in the physical world.
And MarketStorm’s cross-channel algorithms allow those environments to work around the same audience strategy.
The channel can change
without losing the audience.
Digital Out-of-Home Powered by the MarketStorm Intelligence Engine™
Book a Demo Talk to MarketStorm
DOOH will always be a powerful awareness medium. MarketStorm makes awareness the beginning of the opportunity rather
than necessarily the end of it.
We can capture audiences exposed to the content, use behavioral intelligence to
identify the consumers demonstrating relevant intent, human-verify them through subsequent digital activation and
continue influencing that audience across channels.
That means the value of a DOOH impression doesn’t have to disappear when someone walks or drives past the screen. We can turn awareness into audience, audience into intelligence, and intelligence into continued influence.
MarketStorm Intelligence Engine™
Find the signal. Verify the human. Understand the intent. Influence what
happens next.
Good to Know
Programmatic can be complicated. It doesn’t have to be. Here are a few things worth knowing.
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What is Digital Out-of-Home advertising?
Digital Out-of-Home, or DOOH, is advertising delivered through digital screens in physical environments. Depending on available inventory, that can include digital billboards and screens in retail, entertainment, transportation and other public environments.
It combines physical-world visibility with capabilities that traditional static out-of-home advertising does not always provide.
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How is DOOH different from a traditional billboard?
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Can people exposed to DOOH become part of a digital audience strategy?
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Can DOOH work with CTV, Display and other channels?