Measurement in Programmatic Advertising: How does a Brand Lift work in DOOH?

In recent years, technology has unleashed a radical transformation, and in this evolving landscape, Digital Out-of-Home (DOOH) stands out as a major player. Among its many virtues, the ability to accurately measure and evaluate impact against conventional methods stands out as a key differentiator. In this article we will discuss the Brand Lift in DOOH, looking at how real-time monitoring and post-campaign studies reveal the true impact of advertising in a dynamic digital environment.

TABLE OF CONTENTS

1. What is Brand Lift?

2. How does the Brand Lift work for DOOH?

3. Key elements of a successful DOOH campaign

4. Brand Lift measurement methods

What is Brand Lift?

In the context of Digital Out-of-Home (DOOH), Brand Lift refers to the impact that a digital advertising campaign has on brand perception when it is displayed on locations such as digital billboards, screens in shopping centres, public transport stations, among others.

Brand Lift allows the assessment of brand awareness and recall through surveys targeting audiences both exposed and unexposed to the advertising campaign. These measurements provide valuable information about the impact it has had. Customised brand awareness dashboards provide clear visual reports on key outcomes such as brand awareness, Brand Lift, brand perception and consideration.

Brand Lift is the before and after transformation of the impact generated by an advertising campaign. Its evaluation is carried out through a combination of key indicators, adapted according to the specific objectives of the campaign. These indicators can range from recognition, attribution, preference, purchase intention and willingness to visit the shop, among others.

How does the Brand Lift work for DOOH

The growing popularity of DOOH is attributed to the measurability and impact compared to traditional advertising methods.

Real-time monitoring allows advertisers to adjust their budget based on the audiences and screens that are generating the best post-launch performance. Metrics such as impressions per hour, hourly delivery distribution throughout the day and delivery percentage on each individual display allow them to monitor the progress of a campaign and identify inventory that exceeds or falls below expectations.

At the end of the campaign, brand awareness and recognition can be assessed through a Brand Lift study that involves surveying and comparing two population groups, one exposed to a campaign ad and the other not. The responses collected are used to understand the extent to which the campaign has impacted consumers on each metric assessed.

Brand Lift measurement involves assessing the impact of an advertising campaign on brand perception among the target audience. Below are the common steps and methods used to measure Brand Lift:

Establish objectives and metrics:

• Before launching the advertising campaign, clearly define the specific objectives you hope to achieve in terms of brand building. This may include increasing brand awareness, improving product consideration, driving brand preference, among others.

• Select key metrics that will be associated with the stated objectives. These metrics may include ad recognition, brand association, purchase intent, etc.

Campaign design:

• Develop ad creative considering consistency with brand identity and ensure the message is clear and relevant to the target audience.

Data collection:

• Uses tools and technologies to collect relevant data during and after campaign execution. This may include surveys, real-time data analysis or online behavioural tracking, among others.

Surveys and research studies:

• Conduct pre- and post-campaign surveys to measure brand perception. Questions may be designed to assess ad recall, brand association, purchase intent, etc.

Comparison of control and experimental groups:

• Use control and experimental groups to compare the response to the advertising between those exposed to the campaign and those who were not. This helps to isolate the specific impact of the campaign rather than other external factors.

Analysis and evaluation:

• Analyse the data collected to assess the change in the selected metrics. If a significant increase in ad recognition, brand association or other metrics of interest is observed, it can be seen that the campaign has had a positive impact on the Brand Lift.

Key elements of a successful DOOH campaign

The key elements of a successful Digital Out-of-Home (DOOH) campaign are fundamental to maximising impact and thereby contributing to Brand Lift. Here are some essential elements:

Creative design and brand consistency

• Engaging creative: Develop visually striking ads that capture the audience's attention in a brief glance.

• Brand consistency: Ensure that the design and tone of the ad is aligned with the visual identity and brand values.

Audience targeting strategies

• Audience insight: Understand your target audience to tailor your message and creative in a relevant way.

• Geographic and contextual targeting: Use location data to personalise advertising based on location and context.

Strategic channels and placements

• Relevant location selection: Choose locations that align with brand objectives and reach the desired audience.

• Optimal times: Determine the most effective times of day for the target audience.

Interactive and dynamic content

• Interactive elements: Incorporate interactive elements where possible to encourage audience participation.

• Dynamic content: Adapt content in real time based on factors such as weather, real-time events, or location-specific data.

Integration with multi-channel strategies

• Multi-channel consistency: Ensure that the DOOH campaign is consistent with other online and offline marketing strategies.

• Use of QR codes and mobile technology: Facilitate a direct connection between DOOH advertising and mobile actions.

Measurement and data analysis

• Use of measurement technology: Implement measurement technologies to collect data on campaign effectiveness.

• Real-time results analysis: Evaluates campaign performance while the campaign is in progress to allow for immediate adjustments if necessary.

Message personalisation and relevance

• Contextual personalisation: Tailor the message according to context and location-specific characteristics.

• Time Relevance: Leverages relevant events and moments in time to increase message relevance.

Campaign frequency and duration

• Optimal frequency: Determine the appropriate frequency of ad exposure to avoid audience fatigue.

• Appropriate duration: Establish the duration of the campaign considering the objectives and timing of the messages.

Integration of social elements and collaborations

• Incorporate social media: Facilitate social engagement and shareable content generation.

• Strategic collaborations: Explore partnerships with other brands or events to expand reach and resonance.

By focusing on these key elements, you can improve the effectiveness of DOOH campaigns and ultimately contribute to the success of brand lift.

In the case of T-mobilitat, it sought to modernise and provide greater security to the public transport system, attracting new travellers and discouraging the use of private vehicles. This was combined with multi-channel strategies such as Paid Media, SEM and DOOH to impact everyone and deliver the message effectively. With DOOH, bus shelter advertising was used , selecting the most relevant locations in the busiest transport and shopping areas.

There was an increase in impressions across all networks and digital media of 30M and a 29% decrease in overall CPC vs benchmark.

Brand Lift measurement methods

Brand Lift measurement in Digital Out-of-Home (DOOH) involves the use of various methods and tools to assess the impact of an advertising campaign on brand perception. Here are some common methods of measurement:

Pre and post campaign surveys

• Brand awareness surveys: Conduct pre- and post-campaign surveys to assess brand awareness among the target audience.

• Ad recall surveys: Ask the audience if they remember seeing specific ads and what information they retain.

Real-time data analysis

• Real-time metrics tracking: Use data analytics tools to monitor key metrics such as ad interaction, viewing time and exposure frequency in real time.

Comparison of control and experimental groups

• A/B control groups: Establish a control group that is not exposed to the campaign and compare their responses to the experimental group exposed to DOOH. This helps to isolate the impact of the campaign.

Social media analysis

• Social media conversation monitoring: Evaluate brand mentions and social media reactions before, during and after the campaign to measure the impact on brand perception.

Online traffic and conversion measurement

• Web traffic analysis: Evaluates the increase in traffic to the brand's website during and after the campaign.

• Online conversion: Tracks online conversions, such as sales or registrations, that can be attributed to exposure to the DOOH ad.

Audience and facial recognition technology

• Real-time audience analytics: Use technologies such as facial recognition to understand audience reactions and adjust strategy accordingly.

• Audience targeting: Analyses audience demographics and behavioural data to ensure the campaign reaches the target audience.

Mobile tracking questionnaires

• Mobile Questionnaires: Send follow-up questionnaires to audience's mobile devices to gather immediate feedback on the campaign.

Integration with traditional analytics tools

• Use of marketing analytics tools: Integrate DOOH campaign data with traditional analytics tools to get a holistic view of the impact on brand perception.

Analysis of impact on sales and financial results

• Link to sales: Evaluates the direct impact of the campaign on sales and other financial results to measure the overall return on investment (ROI).

The combination of these methods provides a more comprehensive assessment of the Brand Lift in a DOOH campaign, allowing advertisers to better understand how this advertising affects brand perception among the target audience.

Brand Lift is an essential part of the programmatic advertising landscape, specifically in the Digital Out of Home (DOOH) environment. It explores how it works, identifies key elements for successful DOOH campaigns, and provides insights into measurement methods. Overall, it offers valuable insights for optimising strategies and maximising the impact of advertising campaigns in this specific environment.