This document discusses strategies for digital out-of-home (DOOH) media planners. It addresses the challenges of fragmentation in the DOOH landscape and the need for innovative solutions. The document presents five major strategies for DOOH media planners, including developing audience profiling and segmentation, creating an endpoint index to measure outcomes, leveraging shopper data for location-based targeting, utilizing content management platforms, and procuring media more efficiently.

1. Reach TINATION
ENTOURAGE
advertising®
La S UIDE
E G e
D Gnc
leE
RTeE DDVIv
TA ISIN g
IG RT
n nin
ia Pla
M ed
H
sed
A Rece
a
c e-B
a
fo r Pl
g ies
te
Stra
a tive
v
I nno

2. ENTOURAGE
advertising®
It’s time to have
a huddle.
The tide is turning as technology continues to evolve at
lightning speed in the digital out-of-home marketplace. Yet
advertisers and agencies are still challenged by fragmentation
and disparity across place-based networks.
This is not a new obstacle in digital OOH marketing—even with
the rapid evolution of audience data analysis, market
research, and technologically advanced distribution platforms.
If you’re a digital OOH media planner, you’ve probably felt the
need to huddle for quite some time. It all starts with a serious
plea for ambition and communication.
This is what this book is about—exploring innovative solutions for
media planners, brand managers, and CMOs seeking to
enhance and evolve their cross platform digital out-of-home
media strategies to exceed marketing objectives.

3. The talk track.
Solutions that advertisers and
networks need to adopt in order
to achieve ground breaking success
ENTOURAGE
advertising®

4. What an exciting, interesting,
and challenging time to be an
Out-of-Home Broadcast Media Planner!
Cross-platform
Engagement
Content Strategies
Place-Based marketing
Shopper Science
Procurement Efficiency
ENTOURAGE
advertising®

5. The digital OOH playbook is being re-written.
h
It’s time to step up your game.
a c
By navigating through the fragmented digital out-of-home landscape with intelligence
Leveraging the right combination of technologies, solutions, and software platforms
e
Enhancing audience engagement on the path to purchase
Refining processes in media planning and procurement
Creating content strategies that achieve reach, frequency, relevance, and recency
ENTOURAGE
advertising®

6. There is a fundamental need to maneuver through
the intricate challenges of digital OOH accountability,
content strategy, and media asset management.
Call us technology marketers, or perhaps
marketing technologists.
Either way, we live and breathe digital media,
technology, and advertising.
We know what it’s like to live in the land of
accountability.
It’s hotter than anyone thinks.
ENTOURAGE
advertising®

7. nc ENTOURAGE
advertising®
Welcome to
our world.
Not just a world of cool toys.
We live in a world of advanced digital advertising platforms,
unified DOOH metrics that actually make sense, and evolved
strategic planning processes.
In our world, we connect brands to audiences in more
meaningful ways.
So here’s the deal…

8. ENTOURAGE
advertising®
We see a major
fork in the road
for digital OOH.
The first road leads down the same path.
Aggregation as a service.
Time consuming research on finding networks that fit the buy.
Scattershot assumptions about where audiences may be.
The lack of tools for unified campaign pricing.

9. The road less travelled
will change the game.
This is the road to innovation.
The path that allows you to leverage the best emerging
platforms for digital destination advertising.
Make more informed decisions about the right technologies
that are available today.
Weed through the clutter and focus on what solutions best
serve your brand and clientele.
Understand what brings you the most value on a process level,
and what defines value for audiences when they are out and
about their lives.
Which road will you take?
The answer is not as obvious as it seems.
ENTOURAGE
advertising®

10. ENTOURAGE
advertising®
Aggregation is not the
answer.
It’s far more significant than that.
There are still opportunities for brands and agencies
that follow this path. Don’t knock aggregators. They provide
a valuable service to their clients.
They have relationships with some reputable
aggregators in the space—some with negotiating Because that’s exactly what they
ability and others that can provide some insights provide: another layer of service and
about a campaign’s reach. support. When advertisers need to
gather information, do a buy to target
But this function doesn’t serve the future of digital wide, they own that service.
destination advertising.
It’s a valuable function. But it’s not
Digital destination advertising needs sophistication. digital OOH advertising. Not anymore.
It needs extreme audience targeting and accountability.

11. It begins with a new role for digital
destination advertisers like you.
You value efficiency—being able to do more with
less while maximizing your time and utilizing the
right tools to help you succeed.
If you’re like us, you have a rigorous attitude with
the ambition to transform the industry by constantly
asking “what’s wrong with this picture?”
and “what can be done better?
ENTOURAGE
advertising®

12. Digital Destination Advertisers
leverage technology platforms
to improve efficiency in media
planning and procurement.
ENTOURAGE
advertising®

13. ENTOURAGE
advertising®
Digital Destination Advertisers
are the pulse of the brand.
Digital destination advertisers are masters of accountability.
They are metric-driven digital junkies with creative passion to match.
These influencers know how to create contextually relevant content
that isn’t clutter or noise.
Digital destination advertisers are revolutionary.
Because they have tools and insight that can blow your mind.

14. Here are five major strategies that
Digital Destination Advertisers are
implementing today.
These strategies are all about connecting brands to
audiences in more efficient and meaningful ways.
Place-based advertising is on the cusp of greatness.
This greatness needs to be harnessed by intelligent
folks like you—people that understand the impor-
tance of utilizing reach, frequency, relevance, and
recency, in ways that maximize ROI, while providing
a great customer communications experience.
Above all, it comes down to creating an innovative
marketing and advertising platform that leverages
all of your audience insight, and allows you to
create and execute your media plans with ease
and precision.
And now, The Five Major Strategies…

15. 1) Develop an audience profiling and
segmentation strategy.
This isn’t just a fancy way of saying ‘create buyer personas.’ That’s part
of it, but it goes deeper. It does start with assessing your target
audience’s general lifestyle. What are their day-to-day behaviors?
Eat, job, gym, kids, movies, shop, travel—what else?
From this information, you can start to organize demographic segments
on a venue to venue level. This will help you refine a more targeted
approach. Then try to understand what channels and locations are
available in the DOOH universe.
Targeting a lifestyle or psycho graphic profile naturally becomes more
effective when you understand the reach of the OOH universe at a
location-based level.
Developing audience segments starts from profiling.
The relationship between venue profile and audience profile is the key.

16. 2) Create an endpoint indexing strategy
This means creating a comprehensive inventory matrix by classifying
every screen on a venue level—not just across an entire single net-
work. What makes each location unique? How is the audience
unique? How unique are the screens at this location?
Unifying insightful data based on what networks provide, in addition
to your own methodology helps to create more accountable
media plans.
By doing all the homework up front—profiling each and every
screen in a network and taking into account all of that screen’s
technical attributes, distribution capabilities, screen resolution, loca-
tion metrics, and also gathering intelligent audience information,
will provide you with unique insight for every campaign—not to
mention valuable data after each flight.

17. 3) Develop a dynamic audience
influence strategy
When you have the insight in place from both an audience level and
an endpoint / venue level, you can start to understand which target
endpoints will be most relevant to your campaign.
The key is to use a system that prioritizes which data sets to use for
each media plan—every campaign will only use the most relevant
audience and venue data available to reach those objectives: the
order of priority generally starts with third-party research on a venue
level, followed by census data and other zip-code based data and
marketing intelligence.
For more information on developing an audience influence strategy,
contact us at : https://digitaladtech.infusionsoft.com/app/form/ea-lead-
capture-from-ddag-ebook
Then bring technology into the mix…

18. 4) Define your digital destination
technology needs
Now for the kicker.
It’s time to evolve your planning process with an integrated technology solution.
Your custom media planning application should have, but are not limited to these capabilities…
An Easy to use common repository and master data center.
This data center will consolidate and harmonize proprietary and
syndicated research and pricing information.

19. Streamline data! Analyze display and venue environments! Then
harmonize the data into one unified database.
If you’re already doing this, great! But have you automated it?
You essentially need to build a platform that can drink all your data
so it all makes sense.
It’s got to have the horsepower to unify all of this fragmented data
in a meaningful way.
Being able to evaluate media channels by endpoint, demographic,
geographic, and psycho graphic market penetration.
So the platform can just do all the work for you.
Streamlining the data across multiple network platforms based on
target audience, reach, and frequency. You should be able to work
with metrics you are familiar with and be able to cross-reference
your data sets.

20. 5) A simple automated market
penetration and pricing calculator
would be awesome!
To be efficient with digital destination media planning, you need a
platform or process that can streamline all of the fragmented metrics
from each network easily, so you don’t have to plug all of this scattered
data into a spreadsheet and do it all yourself.
So consider these elements when customizing your own planning and
procurement platform.
You have your own recipe for what you consider to be ‘nirvana’. An
ideal planning and procurement solution should be customized for your
company process and digital destination team.
LEVERAGE YOUR INSIGHT AND KNOWLEDGE BASE.
A complete digital destination advertising platform must address your
challenges and more importantly, help you better understand the
digital OOH network universe in a sophisticated way.
=

21. DEVELOP AN INTEGRATED DIGITAL DESTINATION
ADVERTISING STRATEGY
The challenges are vast when it comes to fragmentation from both a creative and technical
perspective. Networks and agencies need to explore ways to accelerate the meaningful
adoption of emerging digital advertising platforms and metric unification strategies.
Networks must position their solutions in ways that drive the most value and accountability
possible for brands.
Influence Your audience

22. We propose nothing less than implementing an
integrated strategy that addresses all of the current
industry challenges in a more sophisticated way:
Network profiling on a screen level:
Don’t just gather information that each network provides you. Gather both
technical and audience data on a comprehensive venue and screen level.
Audience profiling on a venue level:
You must also have a deep understanding of that audience at the path to
purchase. Garner various research studies on regional, residential, and
psycho graphic levels, and compare it to the information that the networks
provide.
Creating a relevant content strategy for path to purchase influence:
A content strategy that maximizes a screen to screen communication will
be most valuable to brands. Creating content that pushes the envelope
with localized promotions while creating unique display engagement
experiences will also bolster brand retention.

23. It all goes back to that fundamental principle of efficiency.
What is the right combination of solutions? How do all of
these components come together to help a marketer
reach their objectives in the most effective way?
At the end of the day, agencies want to serve their clients
better so networks have a responsibility to create the most
effective solutions to execute campaigns and validate
accountability on various levels.

24. ARE YOU A DIGITAL DESTINATION ADVERTISER?
Now is the time to evolve your process. Develop a custom
planning and procurement platform for your brand and
agency that leverages your existing data and insight.
We’ve created a comprehensive web-based platform that
unifies data and delivers advertising content to specific
screens in a network of over 300,000 digital destinations.
Want to see how it works? Then give us a buzz.
We’ll give you a complete guided tour and show you how
you can become a next generation digital destination
advertiser and marketer.

25. ENTOURAGE
advertising®
Written by:
Nikos Acuna is the VP of Marketing for Digital
Advertising Technologies, with over twelve years
of experience in driving revenues for global
brands through strategic communications:
content-driven digital marketing & advertising,
branding, public relations, social media, and
cross-platform integration, having worked on both
the media and agency sides of the business
across multiple traditional and emerging media
vehicles, channels, and digital platforms.
For more information on how to leverage these critical opportunities to achieve
revenue potential and engage audiences in more meaningful ways, click here.
<https://digitaladtech.infusionsoft.com/app/form/dat-standard-webform>
Digital Advertising Technologies
• •
Three Embarcadero Center, Suite 1120 San Francisco, CA 94111 888-Go-Digital
www.EntourageAds.com
• 888-463-4448