Contextual Intelligence Overcomes Location Data
Digital Out-of-Home (DOOH) has long relied on location-based targeting to reach consumers. However, new research from IAB UK presented at the Global DAX Outdoor Showcase suggests that location alone is insufficient. The study indicates that a consumer’s mental state is as critical as their physical coordinates.
According to the findings, ad recall fluctuates significantly based on what a person is doing. Consumers "getting stuff done" demonstrated a recall rate of nearly 30%, whereas those simply "planning their day" showed only 17% recall. This shift highlights an opportunity for programmatic advertisers to move beyond simple geographic fences and toward mindset-based triggers.
Four Mindsets for Planning
The research identifies four distinct consumer mindsets: getting stuff done, daydreaming, planning, and engaging in hobbies. These states are fluid and change depending on the mode of transport. For example, individuals on public transport are more likely to be daydreaming, while those behind the wheel are focused on task completion.
Dara Nasr, Managing Director of Commercial Outdoor at Global, cautioned against "ultra-processed planning." Nasr argued that while data and technology are abundant, they often lead to dull campaigns that ignore the human element of context. The goal for the next generation of programmatic outdoor is to maintain the medium’s public appeal while utilizing automation for better timing.
The advertising industry is operating in an era of abundance, more media, more data, more technology. But this hasn't translated into more effective campaigns.
Spending Patterns and Measurement
The shift toward automation is reflected in spending patterns. Currently, digital represents 67% of all outdoor advertising spend in the UK. IAB UK reports that programmatic will account for 24% of total outdoor spend by 2031—a 300% increase from current levels.
Despite this growth, the industry faces hurdles in adoption. When IAB UK surveyed advertisers and agencies on drivers for programmatic growth, respondents identified three requirements: better education, seamless integration between platforms, and improved measurement capabilities. Solving the measurement gap allows advertisers to understand how specific mindsets influence the final conversion.
This evolution in pDOOH offers affiliate and performance marketers a new top-of-funnel touchpoint. As tracking becomes more sophisticated, the ability to align a digital offer with a consumer’s specific situational need—such as a "getting stuff done" mindset—could improve the efficiency of cross-channel performance campaigns.
Affilitizer Editorial Team
This article was created with AI assistance and editorially reviewed.
