For most marketers, Digital Out-of-Home (DOOH) is considered an awareness channel first and foremost. GroundTruth is changing that with our DOOH channel, which includes built-in foot traffic attribution, retargeting across CTV, Mobile, and Desktop, and omnichannel integration.
As with all of our channels, we added DOOH to Ads Manager because it’s an effective real-world results driver, especially in omnichannel campaigns. And we have the data to prove it.
Omnichannel Digital Out-of-Home Drives More Visits
DOOH has long been an excellent source of awareness, but as all marketers know, awareness is just the first step. So what makes DOOH different from other digital awareness channels? There’s two simple answers: Reach and Real-World Visibility. A DOOH placement will be seen by many unique individuals where they live and work, bringing brands from personal screens into the real world.
Increased reach and real-world visibility makes a serious difference in driving real business results, like foot traffic. According to GroundTruth Insights, campaigns leveraging both DOOH and Mobile yielded a higher Store Visitation Rate than either channel on their own.
Keep in mind, Mobile’s Store Visitation Rate is skewed low due to the massive number of impressions it yields on its own, which may suppress the rate of visitation per individual reached, but not the total number of visits.
Key findings exposed by GroundTruth insights:
- DOOH + Mobile drives the most visits at 2.7% Store Visitation Rate.
- DOOH + Mobile amplifies awareness and increases conversions, turning impressions into measurable visits.
- DOOH builds significant top-of-funnel reach.
- Mobile reinforcement boosts frequency and retention, increasing the value of audiences across channels.
To sum it up, Combining DOOH with Mobile maximizes ROI. DOOH increases reach and Mobile increases engagement.
So how does this work? Is it just that an added touchpoint increases the likelihood of a visit? In part, yes. But the bigger story is how spreading spend across multiple channels increases the likelihood of engagement.
Our insights team discovered that Mobile campaigns supported by DOOH saw a significant increase in online engagement, proving the impact of real-world visibility as a part of an omnichannel strategy. What’s more, Clicks per Reach isn’t just measuring click quantity. It’s measuring how many clicks per individual who saw your ad, which translates to better spend efficiency per engagement. When you’re paying for impressions, higher Clicks per Reach equals more bang for your buck.
More findings from GroundTruth Insights:
- DOOH + Mobile delivered the highest efficiency for engagement, with a 3% CTR per individual viewer, outperforming Mobile alone by 50%.
- Exposure to ads in multiple channels amplifies audience engagement, proving that omnichannel campaigns drives more action.
- Reinforcement between physical and digital ad views increases intent and likelihood of interaction.
- DOOH alone builds awareness. Mobile converts awareness into engagement.
How Omnichannel Campaigns with DOOH Drive New Visitors
Seeing an increase in visitors is great, but getting net new visitors is the gold standard for ad success. DOOH delivers, not just on bringing new people through the door, but also on creating new repeat customers.
For every 100 new store visitors generated by a DOOH campaign:
- 29% become occasional visitors (visiting more than once)
- 16% become regular visitors (visiting consistently, but not necessarily frequently)
- 5% become brand loyalists (visiting frequently)
While this an impressive outcome on its own, the results become even more pronounced when layering in Mobile ads.
For every 100 new store visitors generated by an omnichannel DOOH + Mobile campaign:
- 30% become occasional visitors
- 19% become regular visitors
- 7% become brand loyalists
That represents increases in repeat business across the board, with increase in brand loyalists being the most significant.
While DOOH is an effective driver of store visits, adding targeted mobile takes long-term brand engagement to a whole new level, turning what might’ve been a one-time visitor into long-term regular.
Why GroundTruth DOOH?
The historical challenge: marketers’ ability to measure actual impact has been very limited. With GroundTruth’s foot traffic attribution and location data insights, we solved that problem and uncovered the real value of DOOH. With GroundTruth DOOH remains a powerful awareness driver, but also foot traffic attribution to track real-world store visits, retargeting across CTV, Mobile, and Desktop to drive more impact, and omnichannel integration to ensure your brand reaches your target audience across any screen.
Ready to launch your own DOOH campaign? Create your GroundTruth Ads Manager account today, and start exploring our platform (no minimum spend required). And, if you have any questions, don’t hesitate to contact us.
