DOOH Proof for DTC Brands

Published: May 31, 2023

Consumer preference to buy direct-to-consumer (DTC) is at an all-time high despite economic instability and supply chain issues. Researchers predict that the DTC market will reach $213 billion by the end of 2023, with almost a quarter of shoppers believing DTC brands have better quality products.

While this news is undoubtedly positive for DTC, the market has become oversaturated, necessitating e-commerce companies to explore innovative strategies to differentiate themselves from their competitors.

Online personalization has emerged as a dominant force in attracting DTC customers, but now it's possible to achieve that on a broader scale without the burden of unskippable and unblockable components! Digital out-of-home (DOOH) advertising provides a highly targeted and customizable approach to reach consumers anytime and anywhere, enhancing the effectiveness of DTC marketing! By leveraging DOOH, e-commerce companies can deliver personalized messages to consumers in innovative ways, ultimately standing out in the (over)crowded DTC market.

Are you skeptical? Here's concrete evidence that DOOH is leading the way for DTC companies, along with some proven strategies they have employed:

PIERCE THROUGH THE DIGITAL CLUTTER

In today's advertising landscape, DTC brands face the critical challenge of breaking through the overwhelming noise. A consumer report based on a survey of 1000 shoppers revealed that nearly half of them abandoned planned purchases due to choice overload. Moreover, over half of the consumers admitted to discontinuing product purchases from websites because the process of selecting the right item was excessively difficult, indicating that the abundance of choices has transformed into a cacophony of noise, leaving consumers without proper guidance and struggling to make confident decisions!

Researchers found that DOOH cuts through ad blindness more than other media types, 2x more likely to be seen and 2.5x more impactful than static advertising. Thorne's Health put this theory to the test with their first-ever DOOH campaign in partnership with Adomni. Thorne aimed to stand out and increase brand awareness with their Redefined campaign, displayed on unmissable screens in New York and roadside digital billboards along the busiest Los Angeles highways. The campaign achieved remarkable success, surpassing expectations by reaching 3,062 screens and delivering 38% more impressions than originally anticipated!

BLANKET THE COUNTRY + SOCIAL MEDIA

As exemplified by Thorne's success story, DOOH possesses undeniable and unmissable powers! According to a recent OAAA report, 90% of adults notice OOH, add on social media, and campaigns become 23% more effective!

Recognizing the vast potential of DOOH, even the queen of social media, Kylie Jenner, seized the opportunity to generate excitement for the launch of Kylie Skin. Employing a clever strategy, she leveraged 4,300 digital billboards and over 1,500 video screens in more than 300 shopping malls across over 1,000 cities in the United States. This extensive DOOH network served as a powerful complement to her online and social media campaigns with the assistance of Adomni. The results were nothing short of astounding. Within a matter of hours, the products sold out completely, creating a whirlwind of excitement. The launch generated significant buzz on Facebook and Instagram, amassing millions of likes and thousands of comments, further solidifying its tremendous success.

THE POWER OF A QR CODE

In the realm of DOOH advertising, brands are well-versed in incorporating QR codes into their ads, particularly in high-dwell areas. This strategic move enables immediate conversions with a simple point-and-click, effectively capturing consumers' attention through real-time engaging content. In a study conducted by Alfie, 97% of senior advertising executives expressed their belief that QR code interactivity would enhance creativity in DOOH advertising.

A prominent DTC home goods brand enlisted the assistance of Adomni's DOOH platform to drive traffic and boost sales on its website in five major cities. The campaign spanned nearly two months, featuring alternating ad creatives that showcased the diverse applications of the product across five highly visible venue types. The screens featured a visible QR code, effortlessly guiding audiences to the website, coupled with a compelling sales promotion to incentivize shoppers to make a purchase. The results were outstanding, with a 25% surge in website visits and an impressive delivery of over 50 million impressions!

In today’s world, it’s imperative for DTC brands to captivate their audiences in a larger-than-life manner. DOOH presents a formidable tool to break through the advertising noise, drive website visits, and maintain a competitive edge. If you aspire to elevate your DTC brand's marketing to new heights, our team of DOOH experts is ready to provide assistance completely free of charge. Contact us at concierge@adomni.com.

Written By: Julia Cramer

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