5 Things to Consider when Repurposing Content for DOOH

5 Things to Consider when Repurposing Content for DOOH

The annual Spend on digital out-of-home (DOOH) advertising in the US is expected to grow from the $3.47 billion of 2019 to $5.22 billion by the end of 2023.

Whereas other forms of advertising are becoming less effective, DOOH, capitalizing on digital signage, is fast becoming the go-to option for marketers. Consumers have become accustomed to screens. This is why digital signage is more effective than traditional out-of-home advertisements.

Compared to static billboards, DOOH allows advertisers to use video and other forms of dynamic content. More importantly, updating digital screens is easier and costs less. And, thanks to features such as live audience analysis, marketers can choose where and when to broadcast ads for maximum reach.

One of the main challenges when it comes to digital signage marketing is content selection. A lot of thought needs to be put into content selection to ensure that your ad is engaging and elicits the desired reaction from viewers..

In many cases, advertisers are guilty of overusing or ineffectively repurposing Content for DOOH. In this article, you will learn some of the critical things to consider when repurposing content for DOOH. This will ensure all your digital signage ideas will be effective.

1. Timing of Reusing

In the digital era, advertisers compete with other mediums such as smartphones for the attention of consumers. As such, ads that run at the wrong place or time, and those that are not captivating are ineffective. This is why digital signage marketing relies on data about consumer behavior to be effective.

One of the key data sets is dwell time. It is vital that advertisers take into account the amount of time consumers will be in viewing distance of the ad and for how long they will pay attention to it.

When repurposing a DOOH ad campaign, you also have to be careful with the timing. If an ad is reused too soon, it may not yield the desired results as consumers will ignore it as they’re already used to it. On the other hand, if an ad is repurposed too late, it may be irrelevant for the second time of use.

2. User Experience

Creating a successful ad is not just about having great content but also giving your audience a unique experience.  Captivating ads keep viewers glued to the digital signs until the advert is over. However, it’s the user experience that converts viewers into customers.

Ensure that the experience your audience gets from each of your campaigns is in line with your company’s beliefs and culture. This will help improve brand recognition and awareness, which will ultimately lead to a base of loyal customers.

3. Update Language

For an advertisement to be successful, you must determine who the ideal audience is. Consumers can be targeted based on their gender, location, social status, age, etc. Once you have a clear picture of who your ideal customers are, based on these criteria, customize your ad specifically for them.

A crucial element of content curation is language. Ensure that the ad is present in a manner that your audience will associate with. If the ad is being repurposed for a different demographic or set of audience, the language must be updated to what they will relate with.

4. How Your Audience has Changed

Digital signs are immobile and thus are placed in high traffic areas to reach more people. However, as time passes by, your audience can change in different ways. As a result, an ad was effective in the past may not yield similar results if your audience has changed.

Therefore, as you repurpose DOOH ads, it is important to study your audience and take note of any changes. This will allow you to adjust the ad into something that will suit them.

5. Previous Performance/ Effectiveness

When it comes to digital signage ideas, ads and themes that have been successful are likely to continue being so until a major shift occurs. The same is true for those that were unsuccessful.

As such, only ads that delivered desired results should be repurposed. However, you must also update it to ensure it is still relevant to your audience. Although you can make alterations to ads that were not successful in order to repurpose them, you’re better off developing a new concept.

What Role Does Transience Play In Digital Signage Marketing?

The frequency at which your content should be updated depends on how transient your audience is. This refers to whether the ad will be playing for the same group of people, or your audience will only get one chance to see the ad.

If your digital ad is at a location such as an airport with high audience transience, you may not need to refresh content frequently. However, if it’s at a location such as a campus where the same people view it every day, you will need to refresh content regularly.