Organisations and customers are concerned about data privacy more than ever. For example, consider the privacy changes induced by Apple in recent times. The privacy changes force mobile applications to get user consent for tracking user behaviour. According to the latest news, Google is all set to eliminate third-party cookies by 2023. All these data privacy reforms are a major challenge for brands to collect customer information. When brands cannot monitor customer behaviour on an online portal, they cannot find out the trends and demands. Amidst the data privacy reforms, DOOH advertisers have stepped up with viable solutions. Read on to know how DOOH advertisers should react to the data privacy reforms.
DOOH isn’t bound to data privacy reforms
Most of the data privacy reforms are for monitoring consumer behaviour on online channels. Most of the data privacy rules do not apply to DOOH advertisers. DOOH advertising points are placed in public spaces where they can reach the target audience. A customer isn’t opening a DOOH point in their smartphone. Instead, the customer chooses to interact with a DOOH advertising point. DOOH advertisers do not have to rely on one-to-one targeting. Instead, the advertiser installs DOOH points at strategic locations to drive engagement.
Consider a digital signage display in a busy market which is interactive. It collects information about the facial expressions of the customers for research. Now, the digital signage solution will collect information only when a customer chooses to interact with it. You aren’t stealing anything from the customer without their consent.
DOOH advertisers should be transparent with the customers
All the data reforms are focused on stopping the collection of data without the customer’s consent. Customers find a mobile application creepy that collects information without any consent. However, customers are more confident when it comes to DOOH. DOOH advertisers should be more transparent with the customers. Let the customer know that you will be collecting information about their facial expression, product searches, etc. Customers tend to trust digital signage kiosks/displays in public spaces as it isn’t stealing information. Customers should know what information you will be collecting when they choose to interact with a DOOH point. DOOH advertisers can win the trust of the customers by being transparent with them.
How will DOOH survive the data privacy reforms?
While most advertisers have to rethink their strategy, DOOH advertisers will be happier. DOOH does not rely on individual behaviour tracking for collecting customer information. DOOH does not use anonymous location data or one-to-one tracking. Instead, it relies on representative data to collect customer information. DOOH advertisers will thrive in the future if data privacy reforms get complex. Start using DOOH solutions amidst the data privacy reforms!