How Women Bring Home the DOOH
Published: August 3, 2022
Women make up more than half of the US population and control over 80% of consumer spending. However, these statistics do not reflect the ads we see daily, with research showing that men are almost 40% more likely than women to be featured prominently in adverts.
Not only does the female population have purchasing power, but they also have a strong influence on their social networks and households. Women control over $31 trillion in worldwide spending, with 80% identifying as the primary shoppers for their households and 92% passing along information about deals or online recommendations to others, reflecting how persuasive this demographic truly is.
Brands can approach the market’s biggest spender with thought-provoking ads tailored to women’s offerings. These ads must tell stories in order to capture women’s attention as they go about their day-to-day lives. With the high visibility, agility, and targetability of digital out-of-home (DOOH) advertising, marketers can strategically communicate directly to a mass audience of women and cut through the ad blindness with the flexibility to start, stop, or adjust a campaign when needed. And programmatic DOOH measures the effectiveness of a campaign by quantifying the net lift a campaign had on store visits, website visits and conversions, or mobile app KPIs.
DOOH gives advertisers a canvas to tell powerful stories with evoking images, videos, and messaging personalized to their audiences. One brand that gets it is Tena, an incontinence product brand that wanted to prove women can be beautiful and confident despite bladder weakness. The “I Will Be Me” campaign reconceptualized the Victoria’s Secret “Angels” catwalk images, displaying women of all body types in their new Silhouette Noir underwear. Anna McCrory, senior brand manager for Tena UK, said, “Silhouette Noir truly breaks new ground, helping women to feel sexy, confident, and able to wear what they like without being restricted by the color or shape of their underwear, an important step towards normalizing incontinence.” Tena’s DOOH ads were hard to ignore on the 48-sheet billboard in high-traffic areas such as Tottenham Court and Oxford Street.
DOOH bridges the gap between social media and the physical world through interactive and engaging messaging. Merging online and offline conversations can create an exciting opportunity for genuine exchange with female consumers across marketing mediums. Pantene’s campaign set out to empower black women using the hashtag Black Girls Do via social media. Millions of responses were then displayed to the entire city of New Orleans through sky-scraper-sized projections. This campaign became the most significant event celebrating black culture in the US, with nearly 500,000 festival attendees, 510,000 impressions during their evening projections, and over 179 million social engagements.
Women are the most potent consumer in our country, and their control and influence increase yearly. It is critical brands create relevant ads for this powerful demographic and, in turn, have a stronger connection with consumers and foster a community centered on solid values. Once accomplished, advertisers can leverage the flexibility, dynamism, and high impact of digital out-of-home to showcase women-centric advertisements.