Commentary

Adobe To Make DOOH Perform -- Is There A Place For Search?

Adobe is working with a variety of telecommunications brands to determine if someone with a mobile device is in front of a screen in a store, on the street, or in a theater lobby.

There are many opportunities when it comes to location data, proximity to a physical store or another type of location. Most marketers think about starting with a search and then tying in the billboard, but I believe there are many possibilities when starting with the billboard and working backwards to integrate search. 

Adobe also has been testing serving digital ads on billboards in casinos based on location data and the proximity to a phone tied to a consumer who opted in. Optimizing the advertisement is easy, but measuring it has become a challenge. Analytics through data must determine the level of engagement between consumers and the ad on the digital billboard.

“We do have some examples of this and hopefully it will be in market during the first half of this year,” said Michael Klein, director of retail strategy of Adobe Experience Cloud at Adobe.

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Here’s how it works. Sensors near the billboard detect a mobile device passing by. The technology then serves up an ad on the screen. The idea is for the sensors to recognize the mobile device sitting in the pocket or the purse of someone who has opted in. Adobe is still working on the metrics of how to prove the performance of this technology.  

But what if the DOOH screen asked the consumer to search for movie times, concert tickets, or restaurants based on the image on the screen? We’re always pulling the phone out of our pocket or purse to define a word, check on the status of an available piece of clothing, or get directions to the nearest bank.

Think of the DOOH as a television screen, and then the search engine on a mobile phone as the technology in which to seek answers.

I'm also wondering whether this type of cross-channel campaign would increase click-through rates, conversions or average order value, especially during the holiday season. 

NetElixir’s 2018 holiday numbers for overall ecommerce sales rose 15.49% compared with the year prior. Divided by geographical region, the Northeast saw 13.99%; Central, 13.9%; South, 15.72%; and West, 17.94%.

Paid Search metrics year-over-year increases saw the average cost per click rise 6.4% and impressions 23.64%; conversions, 11.32%; and average order value, 4.4%.

I'm wondering how these numbers might change when supported by DOOH. 

Email me if you have a DOOH campaign that includes search or visa versa.

1 comment about "Adobe To Make DOOH Perform -- Is There A Place For Search?".
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  1. Kevin Pike from Rank Fuse Interactive, January 16, 2019 at 11:32 a.m.

    Very Tom Cruise in Minority Report type of ad delivery- Love it!

    People carry their phones everywhere but shop and buy in different ways. A conversion fence KPI might be the best (and only) way to ultimately capture their behavior in our multi-screen, multi-ad, cross-device world we live in.

    In your movie tickets example, advertisers care about them opening an app or searching for purchasing tickets. BUT, they can often lose visibility of success if they decide to purchase later (even on another device). The better way to measure success IMO is to tag their phone inside of a conversion fence (i.e. the movie theatre).

       


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