Navigating the DOOH Consumer Journey during Black Friday

Published: September 19, 2023

Black Friday and Cyber Monday are undoubtedly the largest shopping days of the year, with sales generating an average of nearly 10 billion dollars in the US. However, concerns surrounding inflation, job security, and economic uncertainty remain at the forefront of consumers' minds as they approach the festive season. This underscores the urgency for brands to adopt a more strategic and competitive approach to reach consumers during Black Friday.

Also, it’s imperative to note that Black Friday is no longer a one-day event. As Barbara Kahn, a professor of marketing at The Wharton School of the University of Pennsylvania, points out, “Black Friday used to be a trigger for people to go to the store,” Kahn said. “But as it’s morphed into a general promotional season, Black Friday itself lost its magic — its sense of urgency.”

As a result, reaching consumers has become more complex, making it crucial for brands to maintain brand recognition and perception, standing out from the competition throughout the Black Friday season.

This is where digital out-of-home (DOOH) advertising comes into play, offering a pivotal full-funnel approach to engage shoppers along their entire consumer journey. Remarkably, 90% of adults take notice of OOH advertising. According to a recent survey by OAAA and Harris Poll, nearly 70% of shoppers reported noticing OOH ads on their way to the store, and 70% actively seek out special offers/ discounts displayed on OOH screens.

Let’s embark on the DOOH consumer journey to demonstrate how brands can achieve their goals during the Black Friday shopping frenzy:

Step 1: Build Brand Awareness

The first step is to capture the attention of your consumers. DOOH provides reach at scale, allowing marketers to select venue types or locations for their DOOH campaign using geo-targeting and audience-based targeting tools available on one easy-to-use platform.

Pro-tip: Large-format screens such as billboards and spectaculars are effective in making a big splash and boosting brand visibility to a wide span of consumers!

For example, Kylie Jenner wanted to maximize the visibility of her new brand, Kylie Skin. To achieve this, she strategically launched a DOOH campaign through Adomni, displaying Kylie Skin on more than 4,300 large-format roadside displays, including prominent locations such as Times Square and the Las Vegas Strip. The skincare brand not only sold out within hours, but her out-of-home campaign gained major buzz online!

However, screen selection is only part of the battle. The key lies in crafting compelling DOOH creative, featuring attention-grabbing visuals, animations, and videos to entice audiences to stop and stare!

More brands across various categories are recognizing the immense reach of OOH and are actively leveraging it to amplify brand awareness. As reported by AdAge, a multitude of DTC brands are increasing their investments in OOH advertising compared to previous years and quarters.

Step 2: Enhance Consideration

Once consumers become aware of your brand, the next step is consideration. Customers are perpetually on the lookout for the best product and are engaged in comparing their options. DOOH can be instrumental in facilitating the decision making process by offering product reviews, ratings, or even testimonials from influencers within the campaign creative.

Bubly's nationwide summer campaign saw a 51% lift in ad recall, an 11% lift in brand opinion, and a 7% lift in purchase consideration. Through the tactical placement of eye-level displays, particularly urban panels situated near stores retailing Bubly's products, the sparkling water campaign was a proven success!

Pro-tip: Urban panels, transit shelters, shopping malls, or any screen at eye level can significantly enhance brand consideration among potential customers!

Recently, Adomni partnered with Influential to extend creator content into the physical world. Influencers have emerged as some of the most trusted voices, particularly among younger generations. Consequently, when brands feature influencers talking about a specific product or sharing their experiences with a brand, it can create a profound impact on consumers’ purchasing decisions. This strategy can play a pivotal role in enhancing the brand's visibility and consideration during this critical shopping season.

Step 3: Get that Conversion!

Now that the brand successfully captured shoppers’ attention and increased purchase consideration, the next step is to drive conversions. DOOH can play a key role in prompting shoppers to take action by utilizing in-store and point-of-purchase displays. With the knowledge that Black Friday shoppers will be physically present in stores, this is the perfect opportunity to make your campaign count, even if they were unaware of it before entering the space.

A well-known alcohol beverage company launched captivating football content on place-based screens during the college football season. The screens were thoughtfully positioned in close proximity to 7-Eleven stores selling alcoholic beverages, enticing customers around NYC to purchase the products! The DOOH campaign proved highly effective, resulting in a 39% lift in in-store traffic!

Plus, interactive elements like QR codes on DOOH screens can direct shoppers to your brand's online store or provide them with exclusive digital coupons to redeem at the point of purchase. This seamless integration of offline and online shopping experiences enhances the likelihood of conversion, catering to the diverse preferences of modern consumers.

Pro-tip: Place-based screens in grocery stores, convenience stores, or near point-of-purchase locations are well-placed to influence purchasing decisions and make a conversion!

Step 4: Drive Retention

The purchase stage doesn’t mark the end of the consumer journey, especially during a month-long promotional event like Black Friday. In fact, it’s just the beginning of an opportunity to foster brand loyalty, and DOOH proves to be the ideal advertising medium for this purpose.

Research, as provided by MFour and Yahoo, exemplifies the effectiveness of DOOH in building a loyal following. 84% of those surveyed who noticed a brand or product advertised through DOOH are likely to consider it in the future. Even more encouraging, they are willing to share brand information along with family and friends.

The ability to leave a lasting impression and encourage brand advocacy is invaluable, particularly during extended promotional periods like Black Friday. By leveraging DOOH throughout the entire promotional season, brands can solidify their presence in the minds of consumers, transforming one-time buyers into loyal patrons and brand ambassadors.

Digital out-of-home advertising has revolutionized the most significant shopping event of the year! DOOH DSPs excel at every step of the consumer journey, guaranteeing that your brand can establish brand awareness, drive conversions, and foster lasting customer loyalty. If you're ready to launch your DOOH campaign, our team of experts is prepared to help at no charge to you! Contact us at concierge@adomni.com to get started today!

Written By: Julia Cramer

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