DOOH Edge in a COVID World
As shoppers start returning to malls, and stores, and COVID-19 restrictions ease up, advertisers can form a strong connection with new customers through Digital Out-Of-Home (DOOH) advertising. Using DOOH advertising as part of a multi-channel approach to digital marketing can help drive more purchases, and capture consumers’ attention in spaces where they are in a purchasing mindset. Even though consumers are spending less time in retail spaces, their buying intent is high. DOOH is generally seen as top of the funnel channel to garner brand awareness and consideration for when consumers are in a space specific to purchasing goods. In a recent report by Statista, 20% of respondents said that an in-store promotion was likely to influence purchases.
Retail media is growing at an exponential rate, and retailers are seeing the high value nature of DOOH in retail spaces. Serving potential customers ads when they are ready to purchase can directly influence brand awareness, sales, as well as trust and perceived credibility. Advertising in retail spaces has long been missing from a multi-channel approach to influencing buyers and is now becoming more widely available and accessible. Put simply, DOOH in retail spaces puts your company right at the center of the action.
While DOOH advertising is different than digital marketing, in terms of analytics, digital out-of-home can still show your key performance indicators of your ads, such as impressions. In addition to in-store visual advertising, programmatic DOOH is an additional solution for advertisers to reach consumers across various channels when they are in a geographic region. Digital out-of-home advertising is a resilient way to influence buyers at various stages of their buying journey, even with the ever-changing landscape of COVID-19 restrictions across the globe.
Additional resources:
https://ineosolutionsinc.com/industry-resources/end-of-online-advertising
https://grocerytv.com/blog/dooh-during-covid-19/
https://www.mytotalretail.com/article/doohs-major-advantage-for-advertisers-post-covid/
