The heyday of digital advertising is coming to an end. Modern digital advertising is plagued with rampant fraud, facing skyrocketing costs, and married to fundamentally flawed attribution methodologies. A large-scale study of Facebook ads from 2019 found that ad effectiveness was overestimated by up to 4,000%. After years of COVID-induced hyper-connectivity, consumer digital fatigue is at an all-time high. And the situation will only get worse with the impending death of the cookie. In short, the collapse of digital advertising is imminent.
Suffice it to say, smart marketers are working feverishly to diversify their media mix and find new places to move their digital ad dollars. Out-of-home (OOH) advertising is poised to fill this massive void. OOH offers unparalleled value, broad reach, greater contextual relevance, higher brand recall, and the lowest CPMs of any traditional ad medium. It’s perfectly suited to maximize ROI in a down market.
Yet a recent study by Forrester found that 76% of marketers acknowledged they were still overdependent on digital tactics.
We wondered why digital marketers weren’t flocking to OOH in droves. When we asked them, we heard the same answers over and over again… “It seems hard.” “I don’t know how to do it.” “I’ve only ever planned digital media.” “I don’t know where to start.” One of our customers put it best: “Digital media and OOH seem like two very different mediums – at least at a peripheral glance. For many digital marketers, developing an out-of-home media plan seems like a daunting task. It’s not like there’s a magic button where you can switch your digital media buy into an outdoor advertising plan!”
And that got us thinking: Why isn’t there a magic button?!
So we decided to make one…
Introducing AdQuick’s Digital-to-OOH Targeting Tool
AdQuick’s newest Toolkit innovation is as close to a magic OOH button for digital advertisers as you could get. It allows you to port over your digital campaign data and determine the most effective targeting parameters for an OOH campaign in just a few clicks. Seriously.
“We heard from marketers that they wanted a simple solution to leverage their valuable digital ad campaign data – and especially their Google and Facebook performance data – to easily create data-driven OOH campaigns,” explains Ted Day-Fratto, director of product at AdQuick. “Why should you have to start from scratch just because it’s a new medium?”
The Digital-to-OOH Targeting Tool allows advertisers to import their Google or Facebook campaign performance data and instantaneously identify the target markets best-suited for a high-performing OOH campaign. Here’s a quick video showing the tool in action:
It doesn’t get much easier than that!
Create a free Toolkit account to gain access to the new Digital-to-OOH Targeting Tool and many more free resources designed to make OOH planning, execution, and measurement easier than you ever imagined possible!