We have always stressed the fact that digital marketing has an unfair advantage over offline and traditional marketing tools of reaching out to more targeted people at less cost. But google never fails to impress us with its out-of-the-box solutions to make the world a better place.
On Aug 25, 2022, Google announced that they were making digital out-of-home ads available to all Display & Video 360.
What are Digital out-of-home ads?
First, let us define out-of-home ads that are not digital, also called outdoor advertising; as the name says, it is advertising outside of home in places like billboards, wallscapes, and posters to be seen by people on their outside journeys while on the go.
On the other hand, digital marketing, as we all know it, is using online tools and technologies to promote products and services.
Digital out-of-home ads are the benefits of both types of marketing combined. It is the use of the benefits of digital marketing to be displayed on screens in public places such as stadiums, airports, bus stops, shopping centers, elevators, taxis, and more.
What is good about Digital out-of-home ads?
As we mentioned before, digital out-of-home ads have the benefits of out-of-home ads and digital ads combined, some of these benefits are:
- Marketers can monitor their ads in real-time
- Reaching people on all screens of all sizes
- Ads are Rapid and efficient.
- Providing flexibility in time and location.
- Huge and eye-catching visuals to grab attention
- Reaching out to more people in places visited by many people
- Target people at an exact location.
- More Relevancy which means more conversions
- Cut the losses since less irrelevant people will be involved
Related: Performance max campaign – a new tool that will disrupt pharmaceutical digital marketing
Is it for everyone?
Digital out-of-home ads are more effective for brands with global reach. It helps them reach their audience around the world using a single tool since it provides them with the flexibility to display multiple ads in different regions and different time zones, while traditional marketing techniques usually work on one main region.
Related: Five questions to ask yourself to plan an effective digital marketing strategy
How will the pharma industry benefit from this?
Imagine it was applicable by the time corona had started. Digital out-of-home ads would be an impressive way of spreading awareness to remind people to keep social distance and put on their masks.
Pharmaceutical companies will make the most out of Digital out-of-home ads by spreading awareness about a disease or a condition, and awareness about available treatment. It is a wonderful way to keep a brand on top of people’s minds so they will remember it when needed. Displaying ads in front of the right people based on certain criteria will help bring more conversions. These criteria can be specific Information about the customer, such as location, average yearly income based on where they live, most common age group, occupations, etc. It will help build connections with the audience by displaying things an audience can relate to.
For example, industries and advertisers that will appear in a geographical region known to be a center for high technology companies will be different from ones that appear in a shopping street that hosts many great international brands. Here are a few main benefits
Better targeting based on the time:
Targeting the right people that need a certain medication at the right time at the right place. For instance, displaying a painkiller ad will work better for people on their way back home after a long day normally around 4 or 5 o’clock, or on their way to work first thing in the morning after the weekend has just ended.
Ads placed near hotels and tourist spots will perform better on vacations and official holidays. You will notice that the most common travel-related illnesses include things like traveler’s diarrhea, motion sickness, and hepatitis.
Another common example is the difference between back-to-school ads and the ones that would appear during the summer vacation.
Better location targeting:
Advertisements placed near schools will be different from the ones placed near office buildings, shopping centers or just off the highway. For example, kids are more likely to catch colds, head lice, and chickenpox, while adults that go to work will most likely suffer from headaches, insomnia, back pain, and high blood pressure. People going for shopping might get joint or muscle pain while people on the road might get motion sickness. This means that different treatment options will show up based on the location.
Less waste of money
Normally, a company rents a billboard or a screen to place its advertisement on it for a specific period that may take months. It costs a lot of money to display the ad day and night for weeks regardless of the number of people who wouldn’t be interested during the day.
The digital out-of-home ads is an efficient way to avoid throwing money down the drain by cutting down the number of people who will not be interested in the product, and sharing the billboard with other advertisers through bidding.
Related: Pharma and healthcare digital marketing statistics that will blow your mind
Do you wish to market your brand and make an impact in the pharmaceutical industry? Contact one of our team members!