Ride the Summer Travel Wave with DOOH

Published: May 8, 2023

2023 calls for a surge in summer travel. Surpassing last year's figures, a remarkable 90% of consumers are eagerly planning to travel, according to OAAA! The surge in travel plans reflects an undeniable yearning for adventure as the pandemic fears and financial concerns wash away.

Additional exciting news reveals consumers are eagerly investing more in their summer travel plans. In fact, 32% intend to allocate a larger budget for their 2023 summer vacation than in 2022. And among this group, 78% expect to increase their spending by up to 50% compared to last year.

Advertisers cannot afford to miss out on this highly-lucrative season and must seize the opportunity to connect with travelers outside of the house! Enter digital out-of-home (DOOH) advertising - the epitome of flexibility, transparency, and dynamic capabilities. With DOOH, brands can strategically position their summer campaigns wherever their target consumers may be in order to maximize engagement and drive better results!

Reaching Consumers Rain or Shine

DOOH paves the way for advertisers to reach summer travelers with real-time contextual messages and environmental triggers. The use of weather-dependent ads is especially impactful in the summertime, as the weather is known to be one of the most influential factors in shopping decisions, as highlighted by BRC.

For example, Aperol, the embodiment of the summer season, launched a DOOH campaign using weather triggers. The campaign was activated when the temperature reached 66 degrees or above, targeting consumers during the lead-up to the weekend and playing from 1-8 pm on Thursdays to Sundays. This approach allowed Aperol to deliver highly relevant and timely messages to consumers in the summer, resulting in increased engagement and brand awareness.

The Power of Perfect Timing

Dayparting is a crucial tool for optimizing campaigns and ensuring ads are seen at the most relevant times. By selecting the optimal time of day to display ads, advertisers can maximize engagement and increase the likelihood of achieving their business goals. Like in the previous example, Aperol’s weather-triggered DOOH campaign incorporated dayparting to reach peak relaxation hours in order to increase the chance that audiences will be out wanting a refreshing drink.

Omnichannel Experience

You know what's cooler than a refreshing drink on a hot summer day? Seeing that same drink on your phone as you're browsing through your social media feed. That's the magic of mobile retargeting - a savvy addition to DOOH campaigns that offers a complete omnichannel experience to brands' audiences. By capturing mobile devices within the exposure area of DOOH displays, advertisers can retarget those devices through social or digital media, delivering consistent messaging and increasing the chances of engagement and conversions.

A popular alcohol beverage company employed mobile retargeting to effectively reach audiences across New York City and Long Island during the warm summer months. Audiences exposed to the summer campaign were redirected to mobile devices to extend the lifeline of the campaign. The results were astounding, with a 27% lift in store visits and over 17M impressions in one month!

It’s clear that summer travel is heating up and will be a lucrative season for advertisers. With 90% of consumers eagerly planning to travel and investing more in their summer plans, brands cannot afford to miss out on this opportunity. Digital out-of-home provides brands with the flexibility, transparency, and dynamic capabilities necessary to connect with summer travelers wherever they may be. By leveraging weather triggers, dayparting, and mobile retargeting, brands can deliver highly relevant and timely messages to their target audiences, driving engagement and conversions. Ready to seize the summer and make it a season to remember? Our team of experts is prepared to help at no charge to you! Contact us at concierge@adomni.com.

Written By: Julia Cramer

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