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The 9-to-5 grind isn't just a routine; it's a goldmine for brands looking to reach working professionals when and where they're most receptive. With over 161 million people employed in the United States, work dominates most of the day. These pivotal hours are a perfect opportunity to connect with consumers where they work—whether on a digital screen in the office lobby or the elevator.
Programmatic digital out-of-home (prDOOH) leverages data, automation, and real-time bidding, amongst other factors, to deliver highly targeted and personalized advertising content. Advertisers can utilize geotargeting, audience profiling, and data analytics to tailor their messages based on time of day, audience demographics, location, and more.
Screenverse works with advertisers to best optimize their prDOOH campaigns through major supply-side platforms (SSPs) like Vistar Media, Place Exchange, and Broadsign. Utilizing first-party and third-party data aggregators, we can create a detailed plan to target working professionals in specific fields, such as medical or finance, in the office or working from home, or based on lifestyle interests and purchasing habits.
DOOH isn’t just about mass visibility—it’s about meaningful engagement. With an audience-first and data-driven strategy, brands can connect with consumers purposefully by positioning advertisements on screens and places that blend seamlessly into their everyday routines. Continue reading to learn more about how DOOH connects advertisers to coveted audiences, such as working professionals nationwide.
Audience Segmentation: Identifying the “who”
Step one in launching a successful DOOH campaign is defining your objective—are you aiming to drive foot traffic, boost brand awareness, or promote a specific product? Once your goal is set, it’s time to define your target audience—your ‘who.’ By solidifying factors such as age, gender, occupation, and lifestyle interests, you can determine where to place your ads for maximum impact.
Take the working professional—to break them down into two simple categories; we have the ‘Urban Commuter’ and the ‘Suburban Remote Worker.’ Each exists in different environments with unique touchpoints during their workday.
How do we effectively target relevant consumers using prDOOH? Our SSP partners provide extensive targeting capabilities within their planning tools. To identify the “who” in your campaign, third-party audience information is available from data aggregators such as Epsilon, AdSquare, and Foursquare. By analyzing these key data points, you can ensure your campaigns align with the habits and preferences of your target audience.
- Lifestyle Interests
- Household Income
- Frequent Visits
- Demographics
- Brand Affinities
- Purchase Habits
Using the information provided, we can make data-backed decisions regarding ad placement. For an urban commuter whose lifestyle and interests may include frequent visits to city hubs, we layer demographic insights like household income and brand affinities to fine-tune our targeting. Screenverse has over 16,000+ digital screens in office buildings throughout the United States. The following are networks under our umbrella that reach urban commuters through multiple touchpoints:
- theBulletin has 8,000+ digital screens located in luxury residential and Class-A office buildings—perfectly positioned to engage both urban commuters and suburban remote workers, each in uniquely relevant ways.
- Vertical Impression’s screens are the largest elevator advertising displays in the market, with ads taking up to 74% of the screen. Urban commuters are in elevators for an average of 118 seconds without any other screens, messaging, and often phone signals to occupy their time.
- Touchsource’s 1,200+ digital directories and screens are located in Class-A office buildings and engage with working professionals and decision-makers of all backgrounds.
- Smartify and Corner Media have a combined reach of 993M+ monthly impressions, with urban panels positioned in major cities like NYC, Los Angeles, and Chicago. These digital screens are the perfect opportunity to capture working professionals walking into the office or grabbing lunch nearby.
These are only a few relevant Screenverse networks that would appeal to working professionals in their place of work. Now, let’s take it a step further. Aside from choosing the right venue type that aligns with this audience, Screenverse networks have a wealth of first-party data available to precisely target working professionals based on career field, purchasing habits, lifestyle interests, and more.
Precision Targeting: Understanding the audience
After segmenting our audience into urban commuters and suburban remote workers, what’s next? It's essential to engage with consumers on a more personal level and incorporate their likes and dislikes in advertisements.
Three-quarters of consumers (74%) prefer contextually relevant ads, and our capabilities allow targeting for niche audiences like first-time homeowners, travel enthusiasts, basketball fans, pet owners, and more. Our partners Touchsource, theBulletin, and Vertical Impression have access to first-party tenant data such as the following:
- Average household income and demographics in residential buildings
- Job titles, firms, and businesses within an office building (finance, marketing, accounting, dental practices, doctor’s offices, etc.)
- Specialties and practices (working professionals in healthcare, pediatrics, etc.)
With additional audience data layering, advertisers can ensure their campaign reaches the right audience every time.
Detailed audience information results in effective DOOH campaigns
Detailed audience insights are crucial to success in any marketing campaign, ensuring better campaign performance. That’s why Screenverse partners with networks that offer a wealth of first-party data to help advertisers make informed decisions.
Take TouchSource, for example—this network provides tenant-level data on the types of businesses in office spaces, allowing you to handpick screens to target employees at financial firms, marketing agencies, law offices, and more.
TheBulletin over indexes for Gen-Z/Millennial working professionals aged 22-35, residents with a $75k+ household income, and pet owners. With this information, you can tailor creative and messaging that resonates with this audience's lifestyle and priorities.
Why choose just one network? Embrace the power of multi-network PMPs
Continue influencing your audience beyond their workday by tapping into Screenverse’s vast network of over 100,000 digital screens across 18 unique digital signage networks. Multi-network PMPs (private marketplace deals) let you consolidate this vast inventory under a single deal ID, simplifying your campaign management while amplifying your reach.
Whether your audience is shopping in malls, working in premium office buildings, commuting past urban panels, or driving by billboards, Screenverse makes it easy to deliver your message across the proper channels without compromise.
With over 5,500 retail screens, 7,500 residential and office screens, and countless other high-impact placements, our multi-network PMPs combine precision targeting with unmatched scale. You’ll never have to choose between efficiency and effectiveness.
Reach the right audience in the right place at the right time—effortlessly.
Points of Interest (POI) Targeting: Locating the “where”
Seamlessly integrate your campaign in the locations most significant to your audience’s daily journey. Whether it be the grand opening of a new retail location, a restaurant chain they frequent often, or the local grocery store in town, leading SSP planning tools can pinpoint the exact location and target specific screens within a radius that drives value for your campaign and audience.
Major brands like Starbucks already benefit from targeting specific digital screens to reach their ideal audience. For example, Starbucks has leveraged SOMO, the largest digital taxi-top network in New York City, to engage urban commuters during peak working hours. Using a pre-defined geofence in specific areas of NYC, passengers commuting to and from work see advertisements of the newest fall specialty drinks, with a Starbucks location nearby for easy access.
Audience-driven targeting with DOOH
Let’s face it—working professionals are busy. Leveraging DOOH placements makes consuming advertisements easy. By leveraging data-driven insights adhering to Personal Identifiable Information (PII) standards, Screenverse empowers advertisers to target niche audiences in real time, ensuring relevant and impactful campaign performance.
Whether targeting urban commuters or suburban remote workers, programmatic digital out-of-home allows advertisers to seamlessly reach key audiences across varied locations, maximizing precision and scale. With the right venue type, audience, and timing, your campaign can break through the noise and make a lasting impact.
Find your audience with Screenverse—contact us today to learn more about our audience-driven, precision-targeting deal capabilities.
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