As DOOH continues to prove its efficiency and success, it is also taking a bigger slice of marketer’s advertising budgets. Retail businesses operate in a fast-paced industry, continually striving to outshine competitors and attract their target customers. Continued innovation in DOOH offers a game-changing opportunity for retailers to revamp their marketing strategies, utilising dynamic content, precise targeting and real-time optimisation to engage consumers at every stage of their purchasing journey.

The first thing to consider in order to drive successful results, is selecting the right location. The top DOOH screens come in various formats, offering unique opportunities to engage audiences at the right time:

- Large Format Billboards: Dominant in cityscapes and along highways, these screens offer high visibility and can reach a broad audience at scale.

- Street Furniture: Including bus shelters, kiosks, and digital stands, these are often found in urban areas and appear in close proximity to consumers.

- Place-Based Screens: Located in high-traffic venues such as gyms, elevators, office buildings and transit stations, these screens capture the attention of consumers in various daily contexts, seamlessly integrating into the customer journey.

- Points of Sale: Positioned within stores, malls, and convenience stores, these screens influence purchasing decisions in the moments that matter most.

Once the location strategy has been decided, retail brands can leverage programmatic DOOH technology to achieve a wide range of marketing objectives. Advertisers can choose to promote specific products or offers to encourage purchases both in physical stores and online, or activate a campaign to increase in-store visits. British high-street fashion brand New Look was able to drive a 73% increase in footfall traffic to their stores by leveraging programmatic DOOH’s location-based targeting to promote their new Autumn/Winter collection.

Similarly, multinational athletic apparel retailer, lululemon, chose to utilise custom audience targeting to develop ads tailored to specific customer segments in order to promote two of their core products - shorts and performance leggings - around relevant environments in Germany. Not only did this strategy result in an increase of in-store traffic, but post-measurement analysis recorded an impressive 640% increase in brand image and 208% increase in brand interest. Programmatic technology is breaking down the barriers of what is possible in the DOOH space. The opportunity to improve brand consideration and brand recall is no longer confined to the screens in our hands and in our homes, but also out in the world.

To maximise the effectiveness of DOOH campaigns, retail brands should also consider the following strategies:

1. Dynamic Creative Optimisation: Use real-time data such as stock information, seasonal sales discounts, and geographic store locations to customise ads to relevant audiences. Campaign creative can dynamically display available products and direct customers to the closest store.
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2. Predefined Audience Targeting: Utilise predefined criteria to target specific audiences such as “shopping enthusiasts” effectively, ensuring your ads reach those most likely to convert.
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3. Competitor Store Visitors: Focus on attracting customers who have recently visited competitor stores by highlighting unique selling points and offers that differentiate your brand.
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4. Retargeting: Reinforce your message by engaging with users who have interacted with your ads on other channels. This can create a cohesive brand experience and drive higher conversion rates.

By leveraging the diverse formats and advanced targeting capabilities of DOOH, brands can effectively drive sales, increase foot traffic, and build stronger connections with their audiences. As technology continues to advance, the potential for DOOH in retail marketing will only grow, making it an essential component of any comprehensive marketing plan.

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To learn more about BackLite Media's retail media marketing networks, visiti The Retail Collective

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