Go audience-first in your digital out-of-home campaigns

Measure the impact of your DOOH ads with ARP 

 What is ARP? Put simply, it’s a metric to help you measure the effectiveness of your DOOH ad placements in reaching your most desired audience. The ARP metric quantifies the proportion of the target audience that your ad reaches compared to standard tally of the total audience present in the vicinity of the screen. By doing so, it offers you a new, adaptable, data-driven way to connect with your audience with ever greater precision.

ARP in action: How the metric adapts to your audience  

Picture this: You’re a mortgage provider keen to use DOOH as part of an omnichannel strategy promoting a product for first-time homebuyers to young professionals. Our ARP metric will dynamically move your campaign’s budget allocation toward only the screens matching this audience profile.

ARP categorises screens into different tiers based on the proximity and density of your target audience at any given time. For example, a London bus stop (Screen ID 5087) could be ranked as Tier 1 in the morning due to the high concentration of young professionals commuting to work. But as the audience composition changes throughout the day, its ranking might shift to Tier 2, say around lunchtime.  

The above example highlights ARP’s capacity to optimise targeting for consumers on the move, enhancing your DOOH advertising’s efficiency and effectiveness.    

Diving deeper: How ARP works 

To start, our platform generates a real-time relevance score for each screen within a specific geography. You can then use the ARP metric as a key performance indicator to optimise the delivery of your campaign ads to the screens deemed most relevant (i.e., those located in an area where they are most likely to engage the target audience).    

You can use ARP with both first- and third-party audience data for more precise targeting and continuous campaign optimisation.   

Best of all, you can also streamline your campaign spend and efficiency. The ARP metric enables you to fine-tune your spend midflight so you can direct ads towards screens that offer the most relevance. Additional efficiency is achieved through integrated strategies like omnichannel retargeting and cross-channel frequency control.  

• Targeting precision and scale  
  You can engage your ideal audience more effectively as the platform analyses your audience composition and implements a tiered screen-selection strategy. This enables you to balance relevance with efficient budget allocation.
  
• Validation of budget efficiency
  Integrating ARP with omnichannel attribution and brand lift assessments provides tangible proof of your campaign’s impact. This holistic approach to measurement links your advertising spend to your campaign goals. 

• Enhanced control  
  You have more control over your DOOH investments through advanced forecasting capabilities. This adaptability is crucial for navigating the fluid landscape of omnichannel audiences. 

Tiers and modelling: How ARP maximises impact 

 Because The Trade Desk uses a sophisticated tiering system, you can maximise your DOOH targeted reach by aligning ad groups with ARP tiers. This tier-based allocation – updated every three hours to reflect real-time audience composition changes – ensures that ads are consistently placed on the most relevant screens.  

The platform’s responsiveness allows you to target your audience more effectively at different times throughout the day, ensuring that your ads are always placed where they have the highest potential for engagement. 

To see how Audience Reach Percentage can enhance your omnichannel strategy, get in touch: [email protected].