Brand consideration plays a critical role in influencing purchasing decisions. With the rise of programmatic digital out-of-home advertising, brands can now amplify their presence and relevance effectively. Let’s explore how programmatic DOOH impacts brand consideration, shaping consumer perception and elevating the success of digital marketing efforts.
Brand consideration: playing a central role in the marketing funnel
Brand consideration refers to the probability of a consumer choosing your brand when making a purchase decision. It reflects the level of trust and familiarity a consumer has with your brand, often determining whether you’re shortlisted or ignored. In fact, a study by JCDecaux and Clear Channel revealed that trust in a brand is a determining factor in the purchasing decision for 81% of people.
Positioned between awareness and purchase intent, consideration is a crucial stage in the marketing funnel. Consumers at this stage are evaluating their options and eliminating irrelevant brands, making it vital for brands to leave a strong impression. A high level of consideration translates to increased customer preference and loyalty. Brands that are consistently perceived favorably attract a higher market share and see a noticeable uptick in repeat purchases.
Leveraging programmatic DOOH to influence brand consideration
Programmatic DOOH seamlessly integrates into the marketing funnel by bridging the gap between awareness and intent. According to Happydemics studies, DOOH is the media with the highest impact on brand consideration. Indeed, in 2023, the Displayce DSP demonstrated its effectiveness by improving its customers’ consideration by an average of 20 points.
It participates in generating a higher degree of brand familiarity and trust through its premium visual storytelling, extended targeting abilities and real-time adaptability. In fact, programmatic DOOH offers unparalleled targeting capabilities, allowing brands to deliver messages precisely to their intended audiences based on demographics, location, and behavior. These factors ensure that consumers receive relevant messages at the right moments significantly improving consideration. Programmatic DOOH also enables dynamic creative optimization (DCO), ensuring that the right creative assets are displayed in the appropriate context, maximizing engagement. Real-time measurement and optimization further enhance campaign effectiveness by quickly adapting to audience engagement. Its ability to deliver contextually relevant content makes consumers more likely to include your brand in their final purchasing decisions. Additionally, DOOH content benefits from a positive ad perception, with +7 points compared to all other media formats (Happydemics).
By boosting brand consideration, programmatic DOOH strengthens digital marketing campaigns, particularly SEO and SEA efforts. Consumers with higher brand awareness and consideration tend to search specifically for those brands online, driving more qualified traffic and improving conversion rates. According to a report by the Institute of Practitioners in Advertising, DOOH boosts search by 54%. As a result, your digital presence is better leveraged, reducing customer acquisition costs and maximizing ROI.
Programmatic DOOH advertising offers brands a powerful tool to increase their consideration and purchase intent. With its targeted, data-driven, and flexible approach, programmatic DOOH creates memorable brand interactions that not only capture consumer attention but also solidify their loyalty in an increasingly competitive market.
Case study: Columbia’s programmatic DOOH international campaign
Let's take the example of a campaign executed by Displayce’ DSP and Spinnn agency for the brand Columbia. By leveraging weather-triggered programmatic DOOH, Columbia positioned itself as the go-to choice for outdoor activities during the winter season. The campaign, executed in two waves from November 2023 to January 2024, targeted 5 European countries: Germany, France, Switzerland, Spain, and the United Kingdom, reaching an audience of 25-55-year-olds. The innovative use of geo-targeting and contextual relevance ensured ads were displayed only when temperatures dropped below 8 degrees Celsius. This strategic approach, combined with precise dayparting, captured the attention of travelers in metro stations, train stations, bus shelters, and malls. In Germany, the creatives were displayed on WallDecaux and Goldbach digital screens.
The results were meaningful, especially in Germany, with a 25-point increase in brand awareness across five markets, a 33-point uplift in consideration in Germany and a 48-point rise in specific intent.
About the author: After completing a Master's degree in "Entrepreneurship and Information Systems" in France, Laure Malergue joined CDiscount, a leading French e-commerce company. For 8 years, she led business units and marketing teams across Europe. In 2014, she founded DISPLAYCE, the first programmatic platform for buying advertising space on digital screens. With JCDecaux becoming the majority shareholder in July 2022, Displayce is accelerating its international expansion.