Effective Targeting for Fashion and Beauty Brands
Thanks to Out-of-Home advertising, fashion and beauty brands are able to plan their campaigns using increasingly smart methods for reaching target audiences. Below are the select few of such methods. 1. Use data In 2016, Timberland launched a data-based digital OOH campaign that was targeted across the entire United Kingdom. The digital campaign, which employed screens installed in public transportation and high-traffic retail outlets, displayed how dynamically renewable creatives deliver relevant targeted content. The campaign not only helped define the most suitable locations for advertisements, but also estimated the distance in steps and meters, the supposed travel time and even the number of burnt calories. Timberland used the data cleverly to communicate the OOH message to the consumers at the locations where the former can and will be reached. 2. Use dynamic targeting New technology and digitization of data in OOH bring forth plenty of opportunity for innovative campaigns. Last year the skin care manufacturer Elizabeth Arden held a campaign at Oxford Circus, a London tube station. A digital panel that was installed there, displayed real-time local air pollution data. This information, supported by the displayed evidence, motivated the pedestrians to use Elizabeth Arden products to “cheat the city”. 3. Keep… Read more »
