Digital Out-of-Home (DOOH) advertising is a powerful tool for reaching potential residents and their families in real-world settings, effectively increasing brand visibility and driving action. In the retirement industry, where building trust and awareness is essential, DOOH offers unique opportunities to engage with your audience.
Have you ever passed a digital display in a busy shopping center or noticed an interactive screen in an airport? These digital displays can deliver targeted messages that help potential residents discover your retirement community at the right moment. DOOH allows your ads to reach people outside the digital space—wherever they are in their daily lives—whether that’s in a mall, a busy transportation hub, or near healthcare facilities.
DOOH campaigns are highly effective in driving action, with 76% of viewers taking steps such as visiting a website, scheduling a tour, or requesting more information after seeing an ad. Even better, 73% of consumers view DOOH ads positively, making this medium ideal for promoting services and amenities that retirement communities offer.
Why Retirement Communities Should Use DOOH Advertising:
- Targeted Exposure: Display your retirement community’s message in high-traffic locations, like medical centers, shopping malls, or transportation hubs, where older adults and their families are likely to see your ad.
- Real-Time Content Updates: Highlight new events, promotions, or services quickly and dynamically, keeping your messaging fresh and relevant to potential residents.
- Engaging Formats: Use video, animations, and interactive elements to showcase your community’s lifestyle, amenities, and care services, creating a more memorable experience.
Common DOOH Formats for Retirement Communities:
- Digital Billboards: These large displays along highways, near hospitals, or in town centers can feature rotating messages about your retirement community, emphasizing key services like assisted living, memory care, or recreational offerings.
- Transit Advertising: Digital screens in high-traffic locations like bus stops, train stations, and airports can target families who are considering long-term care options for elderly loved ones. These screens often combine helpful travel information with promotional ads for local retirement communities.
- Interactive Kiosks: Found in malls, medical offices, and community centers, these interactive kiosks allow users to explore your community’s features, view virtual tours, and request brochures. These touchpoints provide an engaging way to learn about your services.
- Digital Displays in Healthcare Facilities: In clinics or hospitals, digital displays can promote your community’s specialized services, such as rehab care, respite stays, or wellness programs, directly targeting individuals who may need these services.
- Screens in Senior Living Expos: At trade shows and senior living expos, digital displays can showcase your retirement community’s offerings, from independent living to memory care, providing quick and eye-catching information.
- Elevator Screens: Digital signage inside elevators at medical centers, senior care buildings, or even office towers can serve as a reminder of your community's services, from respite care to health and wellness programs, targeting those in proximity to your facility.
How DOOH Advertising Benefits the Retirement Industry:
- Engage Your Audience Where They Are: DOOH allows you to reach people in busy public spaces like shopping centers, hospitals, or transit stations, where they are more likely to be actively considering their options for eldercare.
- Real-Time Messaging: Unlike static billboards, DOOH allows you to quickly adjust your messaging to reflect new offerings or urgent promotions, such as seasonal events, new facilities, or limited-time discounts.
- Memorable and Interactive: With dynamic content—such as videos, testimonials, or 360-degree virtual tours of your community—DOOH helps you build an emotional connection with potential residents and their families.
Optimizing Your Retirement Community’s DOOH Campaigns:
- Identify Key Demographics: Understand who your target audience is—whether that’s older adults exploring independent living options, families searching for assisted care, or those needing specialized memory care services. Choose locations where these groups are likely to spend time.
- Leverage Local Data: By incorporating real-time data, such as weather conditions or nearby events, you can make your content more relevant. For instance, highlighting a wellness class when it’s raining could encourage more foot traffic.
- Design for Visibility: Use bold, readable fonts and engaging visuals that speak directly to the needs of potential residents. Clear messaging about your community’s care, activities, and amenities will resonate best with this audience.
- Strategic Location Choices: Select locations where your target demographic regularly visits, such as nearby healthcare facilities, senior centers, or community hubs. You want your ads to be seen where people are most likely to begin considering their living options.
- Test and Iterate: Continuously monitor the performance of your DOOH ads. Test different messaging or content to see what resonates best with your audience and make adjustments as necessary to improve engagement.
Why DOOH Works Better Than Traditional OOH for Retirement Communities:
Traditional out-of-home advertising, such as static billboards, often fades into the background, while DOOH offers dynamic, attention-grabbing content. The ability to incorporate video, animation, and real-time updates makes your messaging more engaging and adaptable, ensuring it stands out.
Furthermore, DOOH allows for precise targeting and immediate updates, which static billboards simply can’t provide. Whether you’re promoting a special offer, sharing a client testimonial, or showcasing a new activity at your community, DOOH makes it easier to engage with the right audience at the right time.
Maximizing Your Multi-Channel Strategy with DOOH:
DOOH advertising seamlessly integrates with your broader marketing strategy, creating a cohesive experience across physical and digital touchpoints. When combined with your online presence, DOOH allows you to create a holistic experience that builds trust and drives conversions, whether people are walking past a digital screen or browsing your website.
Additionally, DOOH’s advanced analytics tools give you insight into audience engagement and campaign performance, allowing you to fine-tune your strategy and maximize your return on investment.
Ready to Take Advantage of DOOH for Your Retirement Community?
Engage with families, seniors, and potential residents in real-world locations through dynamic DOOH campaigns. Let us help you craft an impactful, data-driven strategy to bring your retirement community’s message to the forefront. Contact us today to learn more!
