Can DOOH Drive Property Viewings? Here’s What Happened When We Tested It…

Nerea Escribano Senior Programmatic Executive

10 min read

MediaMoversProperty

During the last 2 years, DOOH has become more and more popular, with recent industry research suggesting that nearly two-thirds (64%) of buyers plan to increase their investment in programmatic DOOH over the next year.

This growth has been driven by its ability to measure and track the user journey, from initial ad exposure through to a recorded visit. This is due to displaying ads on screens in high-footfall public locations, delivering dynamic & real-time messaging to audiences. As a result, clients are increasingly investing in DOOH as a way to combine the broad reach of traditional outdoor advertising with the precision & accountability of digital media.

For the property and real estate sector, DOOH helps increase visibility in key local areas and keep developments top of mind throughout the user journey. As well as driving awareness, it can also encourage online engagement with out-of-home audiences conducting more mobile searches and showing a higher likelihood of converting. When combined with mobile advertising, DOOH can reinforce messaging across multiple touchpoints, helping to drive interest, increase branded searches and support enquiries and conversions.

To quantify the usefulness of DOOH, I’ve outlined a recent campaign strategy that we devised for a client, who were looking to increase awareness of multiple residential developments across the UK while driving consideration among potential buyers. Delving deep into each DOOH capability, our approach to the objectives and the results we obtained.

Campaign Set-up

Campaign objective

DOOH capability: Delivers broad audience reach and drives consideration through targeted exposure.

Our approach: The main objective was brand awareness campaign focusing to increase visibility for the client’s real estate developments across key target markets as a secondary KPI was visits. Moreover, I wanted to measure how users exposed to the DOOH activity progressed through the user’s journey, helping us understand how potential home buyers interacted with the campaign.

Geo-targeting & footfall

DOOH capability: Enables location-based targeting & measurement of real-world visits.

Our approach: To measure real-time performance, footfall tracking was implemented across 16 developments located in the following regions such as South East, East Midlands & West Midlands. This enabled us to understand how many users visited the show homes after being exposed to the campaign.

Opening schedule

DOOH capability: Supports day parting to reach audiences at the most relevant times.

Our approach: An additional layer of targeting was applied to align with the show homes opening hours. Footfall attribution was measured for visitors visiting the show homes between 10:00am & 5:00pm from Monday to Sunday, ensuring footfall analysis was focused on periods when potential buyers were most likely to visit the show homes

Publishers & Digital Screens

DOOH capability: Extends visibility across high-footfall areas.

Our approach: The campaign used 7 DOOH publishers, each with personalised targeting tailored to the requested locations & screen environments. Inventory included outdoor, retail & travel screens, delivering coverage across a total of 273 digital screens.

KPIs

DOOH capability: Measures both awareness performance & real-world outcomes.

Our approach: While the main KPI for the campaign was CPM, focusing on delivering cost-effective reach & awareness. However, the secondary KPI Cost per Visit proved to be the more valuable measurement metric by tracking visits to the show homes following DOOH exposure, CPV provided a stronger indication of the campaign’s ability to drive real-world outcomes and influence prospective buyers’ consideration.

Results

Across 1 month, the DOOH campaign delivered over 136k impressions providing strong visibility across targeted locations & ensuring consistent exposure to audiences within high-footfall areas. This resulted in an average CPM of £16.11 aligning with expected benchmarks for premium outdoor inventory.

On the other hand, the campaign registered a total of 235 visits with an average cost per visit of £9.35. Moreover, this aligns with broader trends seen across property clients running DOOH campaigns, where visits and cost per visit are consistently being tracked and optimised

Conclusion

This campaign demonstrates how DOOH can offer much more than brand awareness alone. By combining targeted screen environments with footfall measurement, it provides advertisers with greater visibility into how audiences respond to campaigns in the real world.

For property clients, this creates an opportunity to reach potential buyers at scale while gaining measurable insights that go beyond impressions. As a result, DOOH continues to be an increasingly valuable channel for brands looking to maximise visibility, support consideration & bring greater accountability to their media investment.

Are you ready to start testing new products?

Now that you know the benefits of testing new products within the property industry. Our highly specialised programmatic team at Space & Time have a wealth of experience rolling out successful testing strategies and are leaders in marketing in the property industry. Get in touch today.

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