How to run a successful DOOH campaign with Taggify DSP
Taggify's DSP platform offers multiple features for creating DOOH campaigns, we review the features to consider and how to get the most out of it.
Last update: July 17, 2023
These recommendations about our platform, in conjunction with our article: five factors in creating DOOH campaigns, will allow you to achieve a successful outdoor advertising strategy.
Taggify's platform is organized into different panels that will intuitively take you on a journey where you will select your campaign preferences, such as budget, locations and displays. We decided to arrange the structure of this article in the same way.
Basic campaign preferences
How do I generate a campaign?
First, you can name your campaign, to easily identify it. Next, you will set the total campaign budget and the currency, which will predefine the default country for your campaign. On our platform, you can also allocate budget per day, which guarantees to generate more impressions. The budget can be spent in two ways: Evenly or ASAP, which will alternate your spending in a distributed way or try to spend it as soon as possible.
On the Taggify platform, you will need to specify the total duration of your campaign. Whether you would prefer your ads to be seen continuously over a period of time or only on certain days of the week, and the times on those days when you would like to show your ads. This allows for precision and efficiency in delivering your campaign.
How do I use geolocation correctly?
To start with, you can choose the country, province and city where your ad will run. Then, with detailed geolocation targeting, you are able to filter by specific points of interest: looking for places, buildings of interest, streets and neighborhoods. This allows you to choose the best displays for your campaign; contextually located in your area of interest. You will always be able to preview your preferences on the map in real time, as well as zoom in on the selection in case you want to expand them.
What are the right screens for my campaign?
On the Taggify platform, there is a wide inventory of screens that you can select from. There are premium displays, in prime locations. Also, you can find big LED, kiosk and totem displays, shopping malls and subway entrances. It is critical to find a balance between the budget allocated and the inventory selected to obtain a consistent number of impressions that will improve brand awareness and recall.
Other features you can take advantage of include selecting whether you want to advertise indoors or outdoors, and by specific screen name if you have already decided on which screens you will run your campaign. The platform has a preview map with the selected screens that will help you select the right media.
How to choose the audience?
To choose your audience correctly, you must have identified your target customer. This way you will be able to leverage the potential of Taggify's DSP tools. This will shape your campaign strategy. On the platform you can segment in a precise demographic manner; based on age, gender and socio-economic position, according to your campaign objectives.
Having selected the parameters of your audience, the platform generates an indicative forecast of your results. Here you can visualize the reach, targeted universe, total impressions of the campaign, cost per impact, frequency, selected screens and duration of the campaign, among other relevant metrics. This forecast is calculated based on a chosen time range. The expected impacts depend on the available screen space at the time of launch.
Which creatives do I use?
When choosing your creatives it is important to know the format supported by each selected screen. These can be: if your creative is an image: GIF, PNG or JPG; in case of video, MP4 and WebM, and HTML content, among others. Other factors to take into account is the weight of the files. And in the case of videos, the duration of the ads must not exceed the time allowed by the chosen screens. In the platform, multiple creatives can be added so that they alternate when they are printed on the selected screens.
Campaign Review and Tracking
Is my campaign correct and meeting its objectives?
Before launching your campaign, you will access a review panel to confirm all the chosen parameters (screens and preferences), where you can download a document with your campaign information. In addition, Taggify's intelligent platform will alert you if you made a mistake or need to corroborate any of your data.
While the campaign is in progress, you can follow it from the platform dashboard visualizing information such as total spend, impressions and impacts, being able to visualize them by days, by hours, by brands and by screens.
Likewise, you can see the performance of the screens for each brand, viewing their impressions and impacts. This information allows you to make adjustments, extending the advertising period or shortening it. You can also access the display graphs that facilitate access to statistics. And, intuitively, the remaining budget, where you can allocate more if you want to.
My campaign is over, and then what?
At the end of the campaign, the platform generates a complete report with the results. The report is divided into two parts, on the one hand, there is the general summary containing information on total budget spent, total impressions and total impacts. On the other hand, this data is filtered by each of the screens.
With the information gathered from Taggify's platform metrics, such as impressions and impacts, you will be able to improve your next campaigns. And thanks to real-time programmatic, for example, replace creatives that perform better on certain screens.
In this way, with the DSP platform you will have the necessary tools for a powerful and holistic marketing approach that engages your customers in the out-of-home environment, improving advertising strategies and brand awareness, generating optimal results.
Taggify Communications Team