DOOH Proof for Retail Brands
Published: May 1, 2023
The state of the retail industry is always flowing and changing course, much like a river. With shifting consumer preferences, economic currents, and technological tides, some of the most seasoned brands are going off course. But fear not, dear retailers! The National Retail Federation has thrown a life raft by revealing its 2023 forecast, promising smooth sailing for brick-and-mortar retailers. Physical stores still remain the main point of purchase for consumers, accounting for approximately 70% of total retail sales. But let’s not forget the retail industry still lives in a competitive tight labor market.
In today's retail landscape, brands need to be nimble and innovative to keep up with the constantly changing tides of the economy. That's where digital out-of-home (DOOH) advertising comes in as a powerful tool for modern marketers. DOOH enables retail brands to engage their audiences at key touch points along the shopping journey, delivering personalized content that resonates with consumers and drives sales.
Let’s dive into the world of retail advertising and explore how DOOH has become a crucial component in many successful retail brand campaigns.
DOOH with Creativity
The beauty of digital out-of-home advertising lies in its ability to simplify the creative process. The combination of data-driven technology and unmissable screens makes for a powerfully creative force that can deliver targeted messages to specific audiences in real time. Interactive features, dynamic messaging, and incentivized creatives can further drive consumer engagement in a more meaningful and memorable way.
For example, a prominent gas station chain teamed up with Adomni to bring some DOOH magic to the residents of Philadelphia, Pittsburgh, Boston, and DC. With creatively crafted messaging, the campaign enticed locals to visit the gas station by highlighting the benefits of its rewards program. And hold on to your gas caps because the campaign saw a 34% surge in gas station visits, leaving the competition in the dust!
Audience-based Precision Targeting
Audience targeting has revolutionized the way brands advertise in the physical world by allowing them to create highly personalized and impactful DOOH campaigns based on specific audience characteristics such as consumer profiles, demographics, or behavioral trends. With these advanced targeting capabilities, brands can now reach their target audience with greater precision, directing their message to the right people at the right time and place to increase the likelihood of a purchase. In addition, retail brands can even locate audiences based on their shopping interests, making it easier to reach potential customers who are more likely to engage with their brand.
Carhartt's successful campaign is a prime example of how brands can effectively reach their target audience with DOOH advertising. By utilizing Adomni’s programmatic platform, the clothing company targeted young adults, outdoor enthusiasts, blue-collar workers, and medical professionals within a 15-mile radius of Academy retail stores where their products were being sold. All in all, the campaign was an enormous success, driving a 29% lift in foot traffic from exposed audiences and garnering more than 5.2 million impressions!
Driving Store Visits with Cartop Ads
Rideshare car top advertising has erupted in major cities around the United States with the intention to captivate audience attention at the street level. Retail brands are taking advantage of this on-the-go advertising method by placing ads on the roofs of rideshare vehicles, making it easy for anyone to come across their ad.
To capitalize on the holiday season, a popular retail brand leveraged rideshare cartop ads to reach audiences living in New York City and Los Angeles. The aim was to increase consumer awareness and drive foot traffic to brick-and-mortar stores during this crucial shopping period. By utilizing this innovative advertising method, the company was able to effectively reach its target audience, resulting in a 52% lift in-store traffic during the holiday season!
In today's fast-paced retail environment, successful advertising campaigns are adaptable, engaging, and innovative. Brands that wait for consumers to stumble upon their message are sure to sink like a stone. Thanks to the advancements in digital out-of-home, retailers can engage their audiences with highly targeted, dynamic content that captures their attention and drives action. If you're looking to take your retail brand's marketing to the next level, 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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