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much as possible the impact that the digital outdoor ads may yield .
Of course , there are several factors to this . There are often many different channels of acquisition to consider , and DOOH advertising generally will form part of the funnel nearest the top . However , in certain situations , we ’ re still able to tie back our effort and correlate it back to an action using pixels implemented on the advertisers ’ site . Providing users have their mobile device set up for geo tracking , and iOS users have allowed tracking from within certain apps , we ’ re able to see an action available to us , and the subsequent value of that action .
For our highly targeted New Jersey campaign with PlayStar , website visitors , new signups , first time depositors and additional depositors were all captured as a direct result of those users seeing a DOOH advert , meaning tracking cost per click ( CPC ), cost per acquisition ( CPA ) and return on ad spend ( ROAS ) all become a real possibility with programmatic digital out of home advertising .
Never a straightforward path
Some markets are more evolved than others when it comes to DOOH , and the promotion of gambling brands can be restrictive at times . As with all our clients , we ’ re conscious of our responsibility when it comes to local regulations in any market
New user signups jumped 54 % off the back of TBD . Media ’ s successful DOOH campaign for Playstar
In the case of PlayStar we saw an average increase in core brand terms of 121 % compared with the previous period where we were not live , along with an overall website visitor increase of 16 %
and the nuances that go with it – restrictions or grey areas around advertising near schools or certain retail locations , for instance . In all cases , we work with advertisers extensively to best suit their needs for targeting and compliance .
In summary , what is particularly clear when it comes to DOOH is the future is programmatic . Along with the increase in ad spend , we ’ re likely to see more avenues open up , such as dynamic creative live odds ; potentially high-impact city locations available via an online auction ; and live televised sporting events opening up private group competitive bidding , generating higher revenues for publishers above and beyond traditional static prepaid agreements .
The increase in consumer trust from seeing an ad , the flexibility of spend and creative commitments , along with the programmatic nature of media buying , not to mention the impact of tracking devices , makes DOOH a legitimate advertising channel that can ’ t be ignored .
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