DOOH + Mobile Retargeting

Background: DOOH advertising refers to digital displays in public spaces, such as billboards and mall screens, used by local businesses to increase brand awareness and reach a wider audience. This platform is particularly effective for businesses with a physical presence, such as coffee shops, hair salons, and fitness studios. By using DOOH, businesses can target potential customers who are in close proximity to their location.

What changed: The recent update allows for seamless retargeting of customers who have seen a business's DOOH ad on their mobile devices within a short time frame, typically 30 minutes. This shift enables businesses to capitalize on the initial interest generated by their DOOH ads and nurture potential customers through targeted mobile advertising. The integration of DOOH and mobile retargeting provides a powerful tool for businesses to maximize their marketing efforts.

Why it matters: This development directly affects a local business's ad spend, as it enables them to target high-intent customers who have already interacted with their brand. By retargeting these customers on their mobile devices, businesses can increase the likelihood of conversion, whether it's making a booking, visiting a store, or purchasing a product. This strategy can also enhance a business's search ranking, as targeted advertising can drive more relevant traffic to their website.

Niche breakdown: For a hair salon, this strategy could involve running a DOOH ad promoting a limited-time discount, followed by a targeted mobile ad offering an exclusive deal to customers who have seen the initial ad. A coffee shop could use DOOH to promote a new menu item, then retarget customers who have seen the ad with a mobile offer for a free drink. A fitness studio might use DOOH to advertise a trial class, then follow up with a mobile ad offering a discounted membership to customers who have shown interest. A pet groomer could use DOOH to promote their services, then retarget pet owners with a mobile ad offering a discount on their next grooming session.

What to do: To take advantage of this strategy, businesses should start by identifying their target audience and creating engaging DOOH ads that resonate with this audience. Next, they should set up mobile retargeting campaigns that target customers who have seen their DOOH ads, using platforms like Google Ads or Facebook Ads. Businesses should also ensure that their website and landing pages are optimized for mobile devices, providing a seamless user experience for potential customers.