DOOH Gets to the Point (of Purchase)
Published: January 4, 2022
Point-of-purchase (POP) displays are advertisements that help customers make purchasing decisions, directing them into a store or leading them to a product or promotion they otherwise may have overlooked. This form of advertising - mainly used in retail - has been around since 12th century Europe with the purpose to be planted in a shopper’s path to add exposure and drive greater revenue.
Yet, the dramatic shift to online shopping pushed forward by the pandemic disrupted the in-store retail experience for 18-months and caused a massive transformation in how people shop. The rise of vaccinations, frequent sterilization, and increased screen fatigue have helped ease consumers back to the brick-and-mortar shopping experience - with over 70% of consumers having no concerns about returning to in-store shopping. Nevertheless, consumers’ behaviors, attitudes, and habits are changing, such as value-based purchasing, touchless/ contactless shopping, and decreased brand loyalty.
That is why it’s imperative for advertisers to reach consumers at every step of their journey. In a digital post-pandemic world, advertisers can usher shoppers to purchase a product and sway decision making while remaining adaptable and touchless with digital out-of-home (DOOH) advertising at strategic point-of-purchase spaces.
Shifting static POP displays to digital can tremendously impact consumers' decision-making. According to Neuro-Insight for Ocean Outdoor's research, moving digital signage imagery is guaranteed to be 2.5 times more effective at creating a powerful emotional experience compared to static displays. And delivers more branded peaks of memory encoding.
With DOOH's geo, dayparting, and audience targeting capabilities, brands can be confident that the right audiences see their ads at the right time. These advertising platforms combined further enrich the customer experience - POP screens generate awareness, create impulse buys, and impact purchasing decisions. At the same time, DOOH's effectiveness reaches ideal audiences on unmissable screens at optimal times that reflect their specific needs.
DOOH's real-time delivery offers enormous potential to keep brands' messages reactive, relevant and agile, especially in a flux world, such as notifying customers of in-store promotions, upcoming holidays deals, leveraging weather triggers, and adjusting to the fast-changing news cycle. For example, if a grocery store runs out of an advertised product, their dynamic POP screen can display an alternate product or promotion. Advertisers can quickly adjust campaigns - whether that requires brands to shift venues, add new locations, pause/stop a campaign, or change budgets. By having flexible POP ads, brands can fully take advantage of impulse purchases and propel consumers to purchase their products while specifying their customer’s needs.
Digital out-of-home screens also have the ability to create a compelling and interactive experience for the consumer. Visually appealing advertisements can intrinsically attract and engage audiences, leaving them with a stronger connection to the brand. For example, IGA grocery stores in Quebec launched an interactive “Live Harvesting” campaign, where shoppers could watch in real-time their produce being hand-picked from gardeners at La Ligne Verte, an urban gardening and agricultural company. Their produce was delivered to the kiosk within minutes, creating a memorable and never-before-seen shopping experience.
DOOH point-of-purchase displays transform brands' campaigns, making them highly noticeable and dynamic as consumers embark on the purchasing journey. Browse through 500,000 real-time connected screens on Adomni and easily target grocery stores, convenience stores, and other points of purchase displays to reach your target audiences and increase sales. If you're ready to 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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