From Fragmentation to Funnel: Why Strategy Matters
In today’s dynamic marketing landscape, a fragmented approach simply won’t cut it. To maximize your campaign impact and drive tangible results, you need a holistic strategy that guides potential customers through every stage of their journey. This is where the power of funnel marketing – encompassing everything from initial reach to concrete results – comes into play.
What is a Full Funnel Approach to Advertising?
Full-Funnel Advertising can be defined as a comprehensive and strategic deployment of diverse ad formats and platforms designed to engage target audiences and potential customers throughout the entirety of the marketing funnel, systematically guiding them from initial awareness of a brand or solution through to the final conversion.
The Evolution with New Media (Full-funnel Redefined)
Building on this evolution, new media have revolutionized full-funnel advertising. Digital Out-of-Home (DOOH) boosts awareness and consideration in physical spaces, while Connected TV (CTV) offers targeted video at home. Programmatic audio provides unique touchpoints across the funnel. Bought and managed programmatically, these channels enable precise targeting at each stage, creating a cohesive and measurable consumer journey.
Understanding New Media’s Role in Full-Funnel Advertising
Rethinking DOOH: More Than Just Awareness
For too long, Digital Out-of-Home (DOOH) advertising has been viewed primarily as a top-of-funnel (TOFU) tactic, focused solely on generating awareness. While that initial exposure is crucial, achieving impressions alone is no longer enough. The challenge is: how do you nurture that awareness, reinforce your message, and ultimately convert it into measurable outcomes?
This shift is already underway. DOOH advertising revenue surpassed $9 billion in 2024, marking the highest revenue volume to date. With Digital DOOH (DOOH) accounting for 34% of total DOOH spend, it’s clear that advertisers are recognizing its evolving potential. (Source: OAAA Report)
From Awareness to Action: DOOH’s Full-Funnel Transformation
Imagine a full-funnel platform meticulously designed to revolutionize your DOOH campaigns. Unlike traditional, siloed efforts, this innovative solution understands the importance of a seamless customer journey. It’s built to transform those valuable DOOH impressions into impactful results, driving full-funnel success with unparalleled efficiency.
Top of the Funnel (TOFU): Expanding Reach Strategically
At the TOFU stage, a full-funnel DOOH platform amplifies your campaign’s reach, ensuring your message captures the attention of a broad yet relevant audience through strategic placements. With targeted inventory in high-impact environments, your brand builds visibility and awareness at scale.
DOOH is now more than static visibility – mobile engagement lifts by up to 38% when paired with DOOH, and store traffic can increase 2.5x due to DOOH-led footfall (Source: Ocean Neuroscience Studies).
Middle of the Funnel (MOFU): Reinforcing the Message
The funnel doesn’t end with exposure. In the MOFU stage, platforms like Lemma offer tools and insights that allow you to reinforce your messaging through techniques such as mobile retargeting, QR code integrations, and proximity-based ad delivery.
In fact, consumers are 48% more likely to engage with a mobile ad after seeing the same campaign DOOH (Source: Ocean Neuroscience Studies). These synergistic tactics drive online engagement, guide users to product pages, and build stronger mid-funnel intent.
Bottom of the Funnel (BOFU): Driving Measurable Outcomes
The real power of this approach reveals itself at the BOFU stage. This is where impressions become tangible outcomes. Lemma’s platform supports real-time attribution, tracks digital conversions, and provides clarity on how your DOOH investment translates into ROI.
And as full-funnel strategies take hold, over the following five years (2024-2029), the DDOOH Advertising Market is anticipated to grow at an annual rate of 5.18%, culminating in a market volume of $24 billion by 2029 (Source: Statista, Insider Intelligence). That growth signals a broader industry shift toward outcome-driven DOOH campaigns.
Invest in a Customer Acquisition Engine, Not Just Impressions
By adopting a full-funnel strategy powered by a platform like Lemma, you’re no longer just buying impressions – you’re investing in a scalable customer acquisition engine. Every touchpoint becomes optimized for impact, leading to improved visibility, increased brand recall, and ultimately, higher digital conversions.
The Future is Integrated: Powering Full-Funnel DOOH with Lemma
It’s time to move beyond fragmented marketing. Lemma‘s full-funnel DOOH platform helps brands unify their physical and digital advertising efforts, driving real results throughout the customer journey. With smarter targeting, deeper engagement, and measurable outcomes, integrated DOOH is no longer optional – it’s essential.
