Open for business: Brick and Mortars bounce back with DOOH
Published: August 12, 2021
The power has shifted for the brick and mortar industry. Once a dominant and flourishing business is now facing external challenges such as the convenience of online shopping and the aftermath of state-wide mandated lockdowns. Not to mention, over 2.14 billion people worldwide are expected to purchase goods and services online in 2021. It’s now more prevalent than ever that brick and mortar retailers find ways to stand out from the competition, steering consumers away from their digital devices and into their stores. As traditional businesses open their doors and consumers inch their way outside, the brick and mortar sector can launch a new product or service, generate foot traffic, and measure their campaign through programmatic digital out-of-home (DOOH) advertising.
Big and small physical retailers face an amazing opportunity when consumers leave their homes. On average, people are more likely to stay engaged and active in their surroundings when they are outside. As such, consumers are more likely to take in digital out-of-home (DOOH) ads, with 90% of adult U.S. residents noticing some form of out-of-home advertising, according to a Nielson report. In 2018, Grocery TV, a digital out-of-home network in grocery stores, ran campaigns for Snickers and Twix on their front-end displays in 27 grocery stores in Utah over a seven-month period. Their data found an overall sales lift of 12.5% for the two Mars-Wrigley products, proving that DOOH ads have an identifiable impact while driving brand awareness and product sales in retail stores.
Brick and mortars faced a brutal defeat last year, as COVID-19 swept the nation, forcing stores to take a hiatus. Some businesses struggled to stay open, while some closed down permanently. Now, as vaccinations roll out, there’s some light at the end of the shopping tunnel. Business owners now need to find unique and affordable ways to drive their revenues and increase foot traffic while cutting costs. Digital out-of-home is a perfect way for brands to target potential consumers nearby programmatically. Moco Museum saw an excellent opportunity to increase visitor traffic by tailoring its ads to tourists in the area. When Moco’s ticket sales were down, ads were sporadically launched around Amsterdam tourist hot spots using fully automated technology. When institutions re-opened after COVID, the dynamic messaging tool increased the number of people to the museum. As brick and mortar businesses navigate the effects of the pandemic, finding ways to amplify business relevancy and drive foot traffic has become more critical than ever.
DOOH is a powerful tool to generate measurable results. With real-time performance metrics and attribution reports, a brand will discover the impact of its ads as soon as the campaign begins running. Nestle Coffee Partners launched a six-week campaign to promote their new Starbucks Nespresso Vertuo capsules at Target stores. Partnering with Adomni, Nestle targeted digital billboards and Uber OOH vehicles within a 5-mile radius of the top 100-performing Target stores nationwide using geotargeting technology. The campaign generated a 42% lift in-store visits. Not only does DOOH generate brand perception and push traffic into stores, but it offers unmatched results that showcase the impact of your digital campaign.
The brick and mortar industry endured an uphill battle resulting from the unprecedented mandated lockdowns ensued by COVID-19. However, as we return to normalcy, it’s the best time for businesses to affordably employ digital out-of-home as shoppers set down their screens and opt for the outdoors. So, what are you waiting for? If you’re ready to plan and launch your DOOH campaign, our team of DOOH experts is prepared to help at no charge to you! Contact us at firstname.lastname@example.org.