New Year, New (Old) Advertising Strategies – Incorporating OOH into Your 2020 Strategy

Happy 2020! As we move forward into the new year, marketers and brands alike are gearing up to deliver their best efforts at capturing new audiences and staying connected to existing ones. 2020 promises to offer consumers that are harder and harder than ever to reach, higher demands of brands from their consumers, and more and more online competition and marketing ‘noise’ than ever before. 2020 also promises advanced technologies, deeper data analysis, and a truly seamless User Experience from beginning to end, across all devices. Here’s a few ways that brands and marketers can incorporate Out of Home advertising into their 2020 advertising strategies.

Connect Digital with Physical

2019 was the year of VR on social media and endless amounts of ads on endless amounts of streaming services. However, despite the highly digital nature of most of our lives, consumers are more and more turning their attentions away from their screens, and are instead looking up from their devices and craving real world experiences once again. Ad blindness and sensory overload on our screens mean that most of the time, we as consumers are being shown ads that we no longer internalize or remember. Marketers and brands must reconnect with the real humans that make up their communities by…being real humans.

Connecting digital back into the physical world, from experiential events to Outdoor / Out of Home advertisements that are engaging and memorable, will be big in 2020 and years to come.

Programmatic – and What Programmatic Means

Programmatic advertising is advertising that has been automated based on a series of demographics. By automating the buying and selling of ad space, programmatic media buying allows advertisers to streamline the process and only target the audiences that are most important to them at any single time. It’s no surprise that programmatic remains on the rise. Standard demographics, such as gender (when applicable), age, geolocation, language spoken, etc. can now be layered on with deeper user data, such as mobile device, favorite applications, social media habits and info, and more to create smart, targeted campaigns that can connect more strongly with a given audience.

emarketer report on ooh programmatic ad spending in 2020

Programmatic ad buying has already been around for a hot minute, and with advances in data collection and tech (we’ll cover those in a minute), 2020 promises to include programmatic media buying more than ever.

Location Planning and Data Collection

Location planning and targeting by demographic is key to any advertising strategy, and Out of Home is no different. Heading into 2020 and beyond, the OOH industry is expected to become considerably more advanced and sophisticated in collecting necessary data for accurate location planning. By optimizing ads for specific locations, marketers and brands can drive better performance from their OOH campaigns and deliver ads that are more relative to audiences than ever before.

Access to more audience data points, such as preferred device, preferences, average age, type of vehicle, and a variety of other demographics means that we can learn more than ever about the way people behave and are reached. Many outdoor ad platforms rely on 3rd party data to make educated guesses about how to target consumers with Out of Home ads. Commoot advertisers know the importance of data collection when it comes to understanding a local market, and we know that data collection will continue to be of utmost importance in 2020. We’re so sure of it, in fact, that we added an extra service dedicated to equipping existing trucking fleets, including those currently hosting advertisements, with proprietary data collection cameras. By arming ourselves and brands with as much data about the market as we can, OOH marketers can step up their location targeting game.

If you currently have a branded fleet, but aren’t using machine learning data to learn about the world around your trucks, you are missing out on an incredibly valuable amount of data. If you fleet is already on the road, make it work harder for you with Smart Fleet.

Improved Audience Measurement

Hand-in-hand with Advanced Data Collection goes improved ways of understanding that incoming data. By improving campaign planning and performance measurement, marketers and brands utilizing OOH can elevate existing marketing campaigns and see stronger performance. Mobile data collection plays a huge role in understanding audiences and what makes them tick. Even despite stricter privacy laws in 2020 than any other year previously, much of the mobile data collected is still readily available to marketers. This means that ad platforms like Commoot can layer the data they collect over custom audience behaviors. That’s a nerdy way of saying that the possibilities are almost endless for customized targeting based on advanced audience measurement.

All About Engagement

In 2020, it’s all about engagement. Ad blindness is real, and fortunately for us, this has forced advertisers and brands to take a step back from digital-only campaigns and focus on the importance of engaging the consumer IRL. With so much digital noise, it’s no surprise that consumers crave advertising experiences that are funny, memorable, different, or engagement or excite them.

If you’re ready to engage with your consumers at eye-level in ways they can’t ignore, get in touch with the team here at Commoot.

How Out Of Home Strengthens Other Forms of Digital Marketing

2019 brought advancements in many metrics that affect marketing of all types. From advancements in  location data to time stamping, from eye tracking to cross-device promotions, considerable advancements have been in marketing as a whole. So how does this affect Out of Home marketing?

We’ve discussed in the past how outdoor advertising, (or out of home advertising) is the only traditional media category in existence to have shown positive growth in 2018. Additionally, tech brands especially are allocating more and more of their ad budgets towards physical advertisements like billboards, mobile billboards, programmatic OOH ads, and Commoot ads. Google, Amazon, Apple, Netflix, Hulu, and other large players in the tech space are turning to OOH advertisements to recapture their audiences offscreen and offline.

If these tech-savvy brands are prioritizing Outdoor advertisements, why aren’t you? 

A question we get a lot at Commoot is “Why would I run OOH ads when I can just put more dollars towards my current campaigns?“. While it is true, of course, that advertisers do have the choice of putting all of their eggs (in this case, money) into one proverbial media basket, we live in an age where multi-channel campaigns are really the only way to full submerse a consumer in your advertisement in ways that make them pay attention to your message. If 89% of consumers are also on their mobile devices while watching TV, they very likely will not be paying too much attention to your ad. Likewise with streaming, if users are shopping for fall sweaters on amazon while watching Great British Bake Off, chances are very low that they will see you ad, let alone feel compelled to act from it.

tv viewers are distracted commoot ooh marketing brings them back

source: https://www.portada-online.com/video-marketing/viants-tv-viewability-and-distraction-report-89-of-us-smartphone-owners-use-their-phone-while-watching-tv/

The Rule of 7 in Advertising

In advertising, the Effective Frequency is the number of time a consumer must ‘see’ (used in quotes here because attention is key, not mere sight alone) an advertising message before they respond to the ad and before the repetition of this message becomes redundant and counterproductive. It’s said that, in general, the expected effective frequency is around seven individual views or interactions. This means that a consumer will likely need to see your ad SEVEN times before they are most likely to be compelled to take an action.

That means if a consumer first sees your brand on a social media channel, then again on the TV/streaming service, again on their train ride to work, on a search engine, once more before they watch a YouTube video, and again on the train ride back home, they would still need ONE MORE VIEW of your brand before they are most likely to take action.

rule of 7 ooh marketing supports out of home other digital marketing

You can see how OOH marketing increases the rate at which consumers interact with your brand, but its true power lies in utilizing several marketing campaigns while also running OOH advertisements.

OOH Supports Multi-Channel Promotion

Today, adblockers and the population’s general stimulation overload means that it’s getting harder and harder to get noticed by consumers. OOH ads are un-skippable, are visual appealing, and create a real-world experience in a way that digital ads can’t. The last 20 years have been a huge push towards devices; the next 10 years will likely see a push to get away from screens and back into the physical world. OOH advertising has regained the edge that it lost when digital media first began to rise, taking back consumer view times and capturing audiences where they are actually paying attention.

OOH’s beauty is in its multi-channel power. Outdoor ads can serve as physical ‘retargeting’ advertisements, reminding audiences of your brand and calling to mind the last time they encountered your message.

Commoot Out of Home ads support nearly every other marketing strategy, including (but not limited to) social media, e-commerce, email marketing, ppc, retargeting, and other forms of media advertising. While impression-based ads like ours can be relatively tough to track, new tech is emerging every day that gives advertisers more clarity into what happens after the viewer sees an OOH ad.

What channels can OOH support?

OOH and Social Media

If OOH is peanut butter and Branding is jelly, social media acts as the plate that this delicious combination is served on. Social media advertising campaigns rely on exponential reach and advanced targeting to deliver advertising messaging. As users begin to feel less confident in social channels privacy settings and the general feed, they turn their eyes towards closed groups, followed hashtags, and smaller audiences.

OOH ads and Social Media ads can and should utilize the same creative to create an experience that stays memorable regardless of where the consumer is looking. Secondly, wit and eye-catching humor are rewarded on both OOH ads and Social Media ads, which means that something that is eye-catching on the road will likely also be eye-catching on social. Lastly, social media insights can provide an even deeper look at the audiences your brand targets.

OOH and E-Commerce

It’s likely obvious why e-commerce and out of home compliment each other well. With so many e-commerce brands online today, it can be nearly impossible for a brand that is not a household name to become well-known to a number of people. OOH provides additional branding power and awareness IRL, which strengthens the interaction when you do reach these audiences online. Showcasing products in the physical world, while not removing the convenience and ease of online shopping, make OOH and E-Commerce a flawless duo.

OOH and Web Development and Email Marketing

OOH campaigns can be a great way to compliment what you’re already doing with your email marketing audiences. Email marketing makes the reader feel exclusive and valued in some way. By getting creative with the ‘content’ that the general public sees, you can get your audience excited about checking out your products of services. If you’ve successfully piqued the consumer’s interest enough for them to visit your website, you’ve already won half the battle.

Once on your site, you might (read: should) cookie that user to retarget later. You should also attempt to funnel them into joining your email marketing lists (if applicable to you). Resound the same messaging that was found on your OOH ad on your website. Resource the same messaging that was on your OOH advertisements to your email audiences, offering extras or loyalty rewards that go beyond what the average person received.

Get your audiences excited about your brand with OOH, then reel them into your community (your website + your email lists)  once they find out more about you.

There are many other ways that OOH can be used to support all other forms of marketing, digital or otherwise. Commoot ads reach audiences where they can’t click out and they can’t look away – without distracting or annoying them. Learn more about the only media industry to see steady growth. Learn more about Commoot today. 

What is Drop and Hook Trucking?

What is “Drop and Hook” Trucking?

“Drop and hook” is a trucking industry term that refers to when a driver delivers a full container at a warehouse in exchange for an empty container before departing. Drop and hook trucking is not only less expensive than live loading and unloading, it is the preferred method for high-volume shippers and carriers alike. 

How Does Drop and Hook Work?

The drop and hook shipping process begins with a driver who delivers one trailer (drop) at a warehouse. The same driver then moves their empty tractor to another section of the warehouse where they pick up (hook) a loaded trailer. 

The process also works in both directions. A driver can arrive with a trailer that is empty or full and depart with either an empty or fully loaded trailer – the exchange of trailers is all that need take place. 

What are the Benefits of Drop and Hook Shipping

The drop and hook shipping may be a simple process, but it is incredibly useful to both shippers and carriers for a multitude of reasons. Drop and hook is beneficial because it allows freight to move freely between two points, unhindered by the time consuming and expensive process of live loading and unloading. 

A drop trailer program is  beneficial because it has a significant impact on the speed and efficiency of the supply chain. Drop and hook trailer programs enable shippers and carriers to plan more effectively and to better align their schedules for shipping and delivery.

Drop and Hook Benefits for Shippers

Shippers who do not utilize a drop and hook trailer program must coordinate pickups and deliveries with carriers, which leaves very little margin for error. Traffic conditions, weather, breakdowns and other unexpected events can wreak havoc on duty schedules and lead to massive delays. 

Missed appointments lead to late delivery fees, detention fees, and negative vendor scorecards, not to mention costly slow downs in the supply chain. Most importantly, however is how beneficial drop and hook shipping programs are in terms of labor, time, and flexibility.

Less Manual Labor

Drop and hook trailer programs enable shippers to load and unload trailers with a fraction of the labor force they would if they relied on live loading and unloading. Drop and hook trailers are loaded and unloaded far in advance of driver arrival, therefore there is no need to hire extra labor to speed up the process. 

Less Wasted Time 

Drop and hook trailer programs negate the process of live loading and unloaded which is the most time consuming process in the entire supply chain. 

Better Flexibility 

With drop and hook trailer programs, there’s no need to coordinate pick up and delivery appointments. Drivers simply need to arrive in time to drop off one trailer and pick up another.

Drop and Hook Benefits for Carriers

Though drop and hook trailer pools are incredibly beneficial to shippers, they are most beneficial to drivers. Truck drivers are paid by the mile, which means time spent in a loading dock is time spent not making money. 

Let’s not forget that industry regulations limit the amount of time a driver can be on duty. Long shipping lines and missed delivery appointments only make it harder for a truck driver to earn a living. 

Drop and hook programs gives drivers the freedom to drive the way they want to. No live loading means drivers can pick and choose when they start and end their trip. They can opt to avoid heavy traffic by leaving late at night or early in the morning and they can even take a break before arriving at their final delivery. 

Drivers Make More Money with Drop and Hook

Being a professional truck driver is hard work. Drop and hook programs simply make it easier to be a truck driver. Drop and hook drivers spend less time in dock and spend more time on the road, making money. 

If you’re looking for ways to make extra money as a truck driver, drop and hook loads are one of the easiest and most effective methods to rake in some extra bucks. Another way to increase the amount of revenue your truck brings in is Commoot. 

Commoot partners with trucking companies and fleet owners across the country to lease their unused white space on the sides of their shipping containers. Make more money driving by leasing the unused ad space on the side of your trailer. Contact us today for more information.