The Magic of Dwell Time
Marketers already know that dwell time delivers what most media can’t: an audience with minutes to view and interact with your product offering. The broader question may be how to turn those minutes into results. In supermarkets, medical offices, urgent care centers, quick-service restaurants, health clubs, DMV offices and more, Digital Out-of-Home (DOOH) gives advertisers the opportunity to capture the consumer’s attention.
Turning Dwell Time into Attention
The value of these environments extends beyond having a prospect in the same place for several minutes. The combination of time, screen visibility, useful content and repeated exposure creates a distinctive advertising advantage.
Advertising screens in these settings earn attention because people need and rely on them. Viewers check them to see when their number is called, which counter to go to or whether their order is ready. That functional glance is the opening. Programming that layers in news, weather, sports, trivia, health tips and community information keeps eyes on the screen between updates, so ads become part of the content rather than an interruption
Each situation provides advertisers with opportunities to connect with prospects during periods of time that are part of their daily activities. These environments also create a unique chance to engage consumers when they are visiting a business, office or facility they may frequent less often. Depending on the length of the visit and programming cycle, viewers will have several opportunities to see the same brand or message, building frequency into the visit itself.
Location Adds Another Layer of Value
For advertising professionals, one of the most interesting aspects of place-based media is the ability to consider who is seeing a message and where that person is when it appears.
Geographic proximity can make certain advertising messages especially relevant. Businesses with branches, offices, restaurants, stores or service locations near a screen network are particularly strong candidates for this approach.
A restaurant located a few minutes from a DMV, medical practice down the street, bank with a branch nearby, auto dealership or repair facility in the surrounding community, or retailer with a store close by has an opportunity to tell prospects that the business is convenient and easily accessible.
This proximity adds immediacy to the message. An advertisement can introduce a company or product, communicate that the advertiser has a nearby location, provide directions or distance, highlight an offer and give the consumer a reason to visit.
A message such as “Located less than two miles from here” provides useful information to someone who was previously unaware that the business was nearby.
The consumer is already away from home, has time available and is in the immediate geographic area. Awareness combined with proximity and convenience creates an opportunity for that person to visit a location, research the business or make a purchase.
Close the Loop with Mobile
Dwell environments also provide an opportunity to connect physical advertising with digital action.
Research consistently shows that DOOH drives mobile and online engagement. Nearly every viewer has a phone in hand. A website or short URL may enable them to interact with your brand while they wait. Paired with search, social, broadcast, print and traditional outdoor, place-based screens work as a strong first touch or a well-timed reminder within an integrated campaign.
Putting It in the Plan
Place-based DOOH can be an integral part of almost any media campaign. The audience is already there. The opportunity for brand engagement is there. The ability for message reinforcement is proven to be there. Adding extended dwell time to the mix is just the icing on the cake.
About the Must View Networks
For over 35 years, The Must View Networks (MVN) has provided a digital advertising platform found in more than 1500 Department of Motor Vehicle Offices in 26 States, covering 9 of the top 10 DMAs. MVN can activate campaigns across select States, DMAs, cities and zip codes with our unique and memorable network, delivering a captive, attentive audience in a brand safe environment.
MVN is an ad partner with OOH Today
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