Narrowing in on the Consumer Journey with Retargeting + Programmatic DOOH

In the dynamic landscape of digital advertising, programmatic digital out of home (DOOH) has emerged as a powerful tool for brands to engage consumers at multiple touchpoints throughout their journey. One of the standout capabilities of programmatic DOOH is its ability to seamlessly integrate with other channels and leverage sophisticated retargeting strategies, enhancing the relevance and reach of brand messages across locations and channels.

Programmatic DOOH enables brands to capture attention in high-traffic environments and re-engage consumers who have previously interacted with brand messaging on digital platforms. Leveraging data-driven insights, brands can identify optimal moments and locations to target their audiences, ensuring that each touchpoint reinforces the consumer's connection with the brand. With a data-centric approach brands can layer on additional retargeting across a variety of digital channels to amplify potential campaign outcomes. 

This approach isn’t limited to beginning with digital channels before transitioning to DOOH. Brands can initiate their omni-channel campaigns with DOOH and set the landscape to capture audiences out of the home and to better understand those who were exposed to the DOOH ad. By leveraging anonymized exposed device IDs, brands can retarget the most optimal audiences across other digital platforms. This bidirectional strategy - from digital to DOOH and vice versa - enables marketers to craft cohesive, cross-channel campaigns that sustain brand visibility and engagement.

A prime example is the award-winning GSK campaign, which leveraged anonymized device IDs from its DOOH campaigns to enable targeted retargeting across digital channels. This strategy allowed GSK to re-engage audiences, reinforcing their message and driving further interaction. Post-campaign analysis revealed a 7x higher CTR for the retargeted audiences compared to other targeting methods, highlighting the efficacy of integrating online and offline efforts for comprehensive audience engagement.

This strategic retargeting approach does more than just extend the reach of brand campaigns; it drives personalization. By delivering contextually relevant content tailored to where the consumer is in their journey, programmatic DOOH supports continued engagement, bridging the gap from initial awareness to final conversion. The use of real-time data allows for highly adaptive content, boosting the impact of advertising and reinforcing brand recall at critical decision-making moments.

By strategically aligning DOOH retargeting with broader marketing efforts, brands can maintain consumer attention, increase the effectiveness of their campaigns, and seamlessly guide consumers from awareness to action. This approach not only maximizes engagement but also strengthens the pathway to conversion by creating a consistent and immersive brand experience.

For more about how programmatic DOOH is the perfect pairing for retargeting efforts, contact Hivestack by Perion today.