DOOH for One: How Advertisers Are Mingling with Singles

Published: September 28, 2022

Post-pandemic breakups are in full bloom, and individualism and autonomy are on the rise. Single people are becoming one of the largest and fastest-growing demographics today. According to the 2022 US Census Bureau, more than 126 million unmarried people are living in the United States. It’s time brands catch up with this growing customer group, and what better time to advertise to this market than on the tail end of National Singles Day?

More importantly, marketers need to realize that singles have the desire to hold onto their solo status. "There's a huge percentage of the population who are single now, and a large percentage of them are doing that by choice," says Cameron Day, Director of Business Development for The Marketing Store. Single-person households account for 45% of all households in larger cities. A Pew Research Center study of single-person homes reports that in some neighborhoods in Manhattan and DC, the share of single-person households hovers closer to two-thirds. Studies also show that, on average, singles have more disposable income. Sociologist Eric Klinenberg found singles are "fueling urban economies that would be in much worse shape without them. And compared to married people, they're more likely to spend time with neighbors, to participate in public events, and to volunteer."

Knowing all this, savvy marketers need to create a consumer-driven advertising experience that holds singles’ attention, and digital out-of-home (DOOH) screens could be the key to marketing to this increasingly central group. The longevity and transparency of larger-than-life out-of-home formats combined with the relevancy and flexibility of programmatic DOOH are driving unfathomable results to the sector, enhancing the possibilities of brand campaigns and connecting them with singles anytime, anywhere.

It’s essential to reach singles at significant touchpoints throughout their day. The surge of data-rich technology allows advertisers to drive hyper-personalization and increase consumer awareness on a behavioral and granular level. Brands can input their audience segments through our demand-side platform or DSP, filtering by age, consumer profiles, gender, income, etc., to narrow down where and when reaching them with timely and relevant messaging.

Coupled with defining audience movements, brands can take advantage of geofencing tools, selecting custom points of interest and places where singles are most likely to frequent such as bars and coffee shops. Location-based targeting combined with Audience IQ can identify the most advantageous screens to reach those consumers. For example, Bumble launched a digital out-of-home campaign targeting universities, where singles are more likely to populate. According to a Pew Research study, nearly half of 18 to 29-year-olds have used a dating website or app. Bumble took advantage of the digital features to showcase different sets of ad creative to keep students interested.

Brands can extend their offline digital out-of-home campaigns to online with mobile retargeting, offering their audience a true omnichannel experience. In simpler terms, when someone is exposed to your DOOH ad, their mobile ID is captured, and your ads are shown to that same consumer on their mobile or desktop devices. This allows you to keep target audiences, aka singles, in the loop with your brands' products throughout their consumer journey while increasing conversions!

2022 is an age where self-expression, independence, authenticity, and exploration define who you are; singledom has become a path to empowerment instead of the traditional view of loneliness. Using digital out-of-home advertising will give brands the tools to captivate this influential demographic's attention and drive measurable outcomes. If you're ready to plan and launch your DOOH campaign, our team of DOOH experts is prepared to help at no charge to you! Contact us at concierge@adomni.com.

Written By: Julia Cramer

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