Why Social Media Advertisers Should “Like” Digital Out of Home
November 10, 2022 By Lynda Liu
The headlines over the past week say it all: “Advertisers continue to flee Twitter as civil rights groups call for a boycott”. “General Mills, Audi and Pfizer Join Growing List of Companies Pausing Twitter Ads.” Since Elon Musk took over Twitter, advertisers have pulled back their spending on the platform in droves amid growing fear that misinformation and hate speech would be allowed to proliferate on the platform. This is not the first time that advertisers have ditched social media for its controversial content and powderkeg risks to brand safety, as witnessed by recent boycotts like the “Stop Hate for Profit Campaign” and the Cambridge Data Analytica data scandal.
In contrast, Digital Out Of Home (DOOH) is a safe haven for advertisers. With no negative content adjacency, DOOH offers advertisers full control of the medium and delivers trusted messaging in brand-safe physical contexts. While social media algorithms turn users’ feeds into online echo chambers, DOOH enables advertisers to make real-world connections with consumers as they go about their day, reaching them in contextually relevant ways while commuting, working, shopping, or in moments of leisure.
Since the pandemic, consumers have reported a renewed appreciation for the outdoors with 62% of US urbanites citing increased awareness of OOH ads compared to pre-pandemic times¹. Meanwhile, 68% of US adults frequently skip online ads due to digital device burnout². Instead of the intrusive and forgettable ads that annoy consumers on social media, OOH offers advertisers unmissable life-size canvases that deliver higher engagement and trust than any other digital channel³.
In fact, OOH itself is becoming an increasingly social medium, with consumers often posting their favorite OOH ads to their social channels, and over half of social media users noticing OOH ads reposted on platforms, generating organic amplification of OOH campaigns. And for advertisers that want to repurpose their existing social media assets and in-app vertical video creatives to OOH, there are hundreds of thousands of OOH video displays to choose from that are optimal for delivering video creative.
In addition to unmatched brand-safety and consumer engagement, DOOH now offers sophisticated audience targeting and performance measurement capabilities on par with other digital channels. Advertisers can easily select the displays that index highest against any desired target audience, and overlay additional targeting such as custom dayparting and geofencing. Importantly, DOOH has been proven to generate results, from upper-funnel brand awareness to lower-funnel ROI metrics using device-based deterministic attribution – including incrementality and lift measurement.
For social media advertisers looking for alternative ways to reach and engage consumers in trusted, high-quality environments that can measurably drive business outcomes, DOOH is the answer.
If you’re an advertiser considering moving your valuable ad spend away from Twitter, reach out to us: sales@placeexchange.com.
References:
¹ ² OAAA and Harris Poll
³ MFour and Vistar Media