Digital Out Of Home (DOOH) advertising has emerged as a powerful tool for marketers, especially in the retail sector. In recent years, the retail industry has witnessed a significant transformation in the way brands engage with consumers. DOOH has played a crucial role in this evolution with retailers adding Digital Signage screens as part of their Retail Media offering. This blog aims to explore why DOOH is an opportunity for the retail sector by analyzing its benefits, trends, and impact on consumer behavior.
Benefits of Digital Out Of Home in Retail
- Highly Visible and Engaging. One of the key advantages of DOOH advertising is its high visibility and engagement potential. Unlike traditional static billboards, DOOH ads can cut through the clutter of competition. With dynamic videos and interactive displays, making them more engaging and memorable for consumers. This increased visibility can help raise brand awareness and drive customer engagement in retail environments.
- Real-World Behaviour Targeting. DOOH allows marketers to target consumers based on their real-world behaviors, such as location, weather data, and news. By leveraging real-time data, brands can deliver more relevant and personalized messages to consumers, increasing the effectiveness of their campaigns. This targeting capability can be particularly valuable for retail brands looking to reach consumers at the right place and time to drive foot traffic and sales.
- Easy to Use and Programmatic. Advancements in technology have made it easier for advertisers to leverage DOOH advertising through programmatic platforms. With programmatic DOOH, marketers can make real-time budget adjustments, tailor campaigns to specific situations, and target audiences based on their real-world behaviors. This flexibility allows brands to create more authentic and impactful connections with consumers, ultimately driving business results.
- Complements Other Marketing Channels. DOOH can complement other marketing channels, such as social media and search, to create a cohesive and integrated marketing strategy. By combining DOOH with digital and traditional media, brands can maximize their reach, engagement, and effectiveness across multiple touchpoints. This omnichannel approach can help retailers create a seamless and engaging customer experience that drives brand loyalty and sales.
Trends in Digital Out Of Home and Retail
- Growth Trajectory. The DOOH market has experienced rapid growth in recent years. With its share of the overall OOH market projected to increase significantly. As more retailers and brands invest in digital signage and programmatic DOOH, the channel’s popularity and effectiveness are expected to continue to rise. This growth trajectory presents a significant opportunity for retailers to leverage DOOH as part of their marketing strategy.
- Expansion of Digital Inventory. Retail media owners are increasingly focusing on expanding their digital OOH inventory, reducing traditional assets, and digitizing existing sites. This shift towards digital displays in retail locations, transportation hubs, and shopping centers provides brands with new opportunities to reach consumers in high-traffic areas and drive engagement. The expansion of digital inventory in retail environments is expected to fuel the growth of DOOH as a key channel for retailers.
- Improvement of Data. Retailers can make the most of their DOOH networks by using their own audience’s data, such as members list or e-commerce customers, plus adding footfall counter sensors such as cameras, brands can be stimulated to invest in advertising on retail media networks knowing that their content will be seen bit the right number and type of people they are expecting to.
Impact on Consumer Behavior
Digital Out Of Home advertising has a direct impact on consumer behavior, influencing purchasing decisions, brand awareness, and engagement. By delivering relevant and engaging content to consumers in real-time. DOOH can drive foot traffic, increase sales, and enhance brand perception. In the retail sector, DOOH can be particularly effective in influencing impulse purchases, driving store visits, and creating memorable brand experiences for shoppers. Is the best way for DOOH to be a performance channel, and provide conversion metrics and short term ROI.
In conclusion, Digital Out Of Home (DOOH) advertising presents a significant opportunity for the retail sector. By engaging with consumers, drive sales, and enhance brand visibility. With its high visibility, real-world behavior targeting, ease of use, and ability to complement other marketing channels. DOOH offers retailers a powerful tool to reach their target audience and drive business results. As the Digital Out Of Home market continues to grow and evolve, retailers should consider incorporating DOOH into their marketing strategies to stay competitive and connect with consumers in meaningful ways.
Overall, Digital Out Of Home is not just a trend but a fundamental shift in how retailers can engage with consumers in the digital age. By leveraging the unique benefits of DOOH, retailers can create impactful campaigns, drive foot traffic, and enhance the overall shopping experience for their customers.
Contact us to learn more about how Admobilize can help media owners and retail locations to accurately measure their audience, collect multi-source data, automate their reporting capabilities and power their programmatic connections.