How to Elevate Your Brand with Residential Advertising

Most advertisers are painfully aware of their need to overcome the many challenges of reaching some of today’s most elusive consumers. Instead of squandering resources in digital spaces that are proving less effective over time, savvy advertisers are following the advice of industry experts and acknowledging the need for diversification. To achieve this, agencies are adopting residential screens as a cost-effective way to reach high-income earners and enhance brand appeal.

Advertising on display screens in premium locations delivers the advantages of leveraging highly targeted ad placement on a media channel undisturbed by ad-blocking software, consumer scrolling habits, or fragmented television viewership. Once you understand the benefits of reaching affluent consumers on multiple occasions throughout the day, you’ll want to partner with a media publisher who can efficiently and effectively deliver this audience. 

Exploring the Advantages of Fortifying Your Media Strategy with Residential Advertising

Media diversification is the tried and true approach to maximize your impression delivery to optimize campaign reach and ultimate success. With residential advertising screens, you’re investing in a media channel that combines the advantages of linear television advertising, internet ads, and traditional out-of-home advertising to reach consumers with considerable spending power where and when they’re most available and have time to pay attention.  

Related: Ad Age Webcast: Marketer Perceptions Vs. Reality

In other words, you’ll have everything you need to build favorable brand associations with notoriously elusive high-value consumers as they’re heading out the door for their morning commute, gathering with neighbors to enjoy lavish amenities, or coming home for the night looking forward to a relaxing evening of online shopping. 

As you weigh the advantages, consider the positive impact screens in luxury residential real estate could have for your B2C clients offering the following products and services.

Conveniences for Working Parents

Time-strapped professionals are more than willing to pay for conveniences that simplify their lives. They have plenty of discretionary income for products and services that give them more time to spend with their families. That makes digital screens in luxury residential communities ideal for clients selling meal kit subscriptions, organic snacks that appeal to pint-sized palates, family-friendly dining experiences, delivery services, and more.

For advertisers targeting working parents, residential digital screens present a valuable opportunity to reinforce your message to this time-constrained audience in close proximity to purchase where it will be most impactful.  By showcasing convenient products and services that simplify their lives, advertisers can position their brands as solutions that help parents balance work and family responsibilities.

Direct-to-Market Products & Services

Residential advertising also provides ample opportunity to build brand awareness and generate positive associations for clients specializing in personal styling services, luxury home goods, designer eyewear, or the products and services busy professionals need to care for their pets. 

Leveraging data insights, advertisers can tailor their messaging and promotions to align with residents’ lifestyles and interests, fostering a stronger emotional resonance. The seamless integration of QR codes, coupon codes and e-commerce capabilities enables advertisers to drive immediate conversions, appointments, or subscription sign-ups, maximizing the impact of their campaigns. With QR codes added to your static or motion images, your ads are shoppable.

Personal Care, Luxury Goods, & Specialty Items  

Investing a portion of your media budget in residential screens is just as beneficial for brands selling frequently replaced items, personal care products, cosmetics, and clothing, for example, as it is for clients promoting luxury cruises, high-end electronics, or automobiles. You’re investing in a media channel targeting an audience willing to spend more on products and services aligned with their interests, personal values, and lifestyles.

For luxury and high-end brands, residential digital screens provide an exclusive and aspirational platform to showcase their offerings to discerning consumers who can afford to live in luxury residences in major cities. The sophisticated environment and visually striking displays effectively capture the attention of affluent residents, aligning with their expectations for premium experiences. 

Advertisers can leverage these screens to build brand desire, showcase limited-edition products, and facilitate impulse purchases through seamless e-commerce integrations, ultimately driving sales and cultivating brand loyalty.

Exploring the Advantages of Advertising on the Right Screens at the Right Time

There’s little point in saturating screens with ads unlikely to resonate with viewers, especially for advertisers trying to deliver a healthy ROI by diversifying across multiple media channels on a limited budget. With residential advertising, you’re investing in a solution that prioritizes impression quality over impression quantity—assuming you’ve partnered with the right network.

The best media network partners go to great lengths to ensure your video or static ads are served only in locations that make the most sense for your clients. There’s little waste because your network provider has everything needed to get your client’s ads in front of the right people, in the right place, at the right time.

Data-Driven Tenant Targeting

With the latest advances in audience measurement, targeting and the impending cookie deprecation the industry is facing, it is critical to partner with trusted media publishers who can accurately and efficiently reach your target audience. 

The best partners will have first-party data and trusted data sources that can provide advanced targeting solutions. They can go beyond typical demographic targeting to drill down more granularly to deliver precise venue lists that ensure no media dollars are wasted. For advertisers looking for a residential screen network, precision targeting capabilities are non-negotiable.

Geographic Locators

Targeting that includes geographic segmentation is ideal for B2C advertisers focused on adapting their client messaging strategies according to location-dependent trends. The parameters can be as broad as an entire region, a specific zip code, or down to the venue level. Geographic ad targeting can be leveraged with data-driven creative to have specific drive-to-retail location information, sales, coupon codes and more.

Time-Based Tenant Targeting

Targeting parameters defined by time of day or day of the week are ideal for scheduling client ads when they’ll have the most impact. For example, time-based targeting ensures your client’s delivery services, family-friendly restaurant chains, or subscription meal kits are top of mind before affluent consumers finalize their dinner plans.   

What to Look for When Choosing a Residential Advertising Network to Elevate Your Brand

Affluent consumers are continuously searching for new and exciting ways to enjoy their discretionary income. Agencies adding residential screens to their media plans also influence the vacation plans of people with the means to travel to exotic locations, book rooms in the world’s finest hotels, and fill their itineraries with private culinary experiences and exclusive tours. However, not all companies offering advertising space on residential screens provide the type of programming needed to attract and retain viewer attention.

Related: Content that Contributes to a Positive Tenant Experience

Most providers display agency-submitted ads alongside generic RSS feeds or uninspired playlists. Experienced media network providers optimize their screens for maximum viewer engagement with a contextually relevant, expertly curated programming mix and a selection of innovative, collaborative services. 

Screens optimized to hold viewer attention are three times more effective. As you calculate the potential value of residential advertising for your clients, imagine how the following examples could also elevate your brand as you optimize the return on your investment.

Ad Performance Tracking

The media network providers driving advertiser success provide access to the user-friendly tools you’ll need to track and monitor ad performance, refine your targeting parameters as needed, and also calculate the return on your advertising spend. While not as common, some network providers also offer the option of investing in professional campaign effectiveness studies, brand trackers, and A/B creative testing, the type of services (and level of commitment) you’d expect from a collaborative partner.

Creative Content Collaborations

For agencies investing in B2C programmatic advertising screens in premium residential locations, the option of investing in branded integrations like creative content collaboration can be a game-changer. Not only could you have the option of working with a team of media channel experts to incorporate weather triggers, gamification, geolocation data, and sponsorships into your media strategies, but you could also have the option of investing in content spotlights to align client brand messaging with specific causes. 

Custom Content Creations

Content alignments amplify brand awareness and consumer recall by reinforcing brand identity across multiple media channels. Media network editorial teams are moving beyond the “cookie cutter” approach of competing providers by creating custom alignments that maximize the impact of the ad message & connect the brand message with engaging, curated content. 

One 2022 report suggests that advertising strategies that leverage brand alignments are more effective than increasing placement frequency for driving sales and consumer enthusiasm. Aligning brand messaging across multiple media channels also encourages brand loyalty and builds trust.  

Seamless Native Advertising

Native ads integrate seamlessly into their digital environment. The visual style (and general tone) of a native ad blends with the non-advertising content displayed on residential screens. As tenants absorb the information capturing their attention, the non-intrusive nature and contextual relevance of your client’s ad build positive brand associations. With editorial team support, native advertising strategies are a lot easier to implement (and even more impactful) than you might expect.

Full-Screen Integrations

When every B2C ad on a network screen appears in the same format, there’s less room for advertiser creativity. Experienced network providers offer multiple options – full-screen executions, for example –  a formatting option that delivers an immersive, memorable viewing experience. 

Elevate Your Brand with Cost-Effective Residential Advertising 

In upscale multifamily communities nationwide, common area display screens are considered a top-tier amenity. The media channel is so popular with property owners, tenants, and advertisers that industry experts expect a CAGR of more than 18% for indoor screens through 2030. Agencies looking for a cost-effective way to optimize their B2C digital advertising strategies and elevate their brand partner with Captivate.At Captivate, we invest in brand success by providing unrivaled access to high-value audiences across 170 active DMAs. No other digital screen network surpasses our ability to deliver premium screen locations, data-driven insights, and contextually relevant, expertly curated content. Are you ready to get started?