February, 2024 | BLOG

4 Winning DOOH Strategies for Retail Marketing Success

4 Winning DOOH Strategies for Retail Marketing Success
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Explore how retailers can drive their businesses to success by elevating their marketing efforts with Digital Out-of-Home advertising.

Today’s retail industry is getting hyper competitive and demands cutting-edge solutions for capturing consumer attention. Retail marketing plays a critical role when it comes to influencing purchasing decisions in this business, which is why it becomes paramount for advertisers to adopt innovative approaches for driving consumers towards their brand over others.

Personalization is key in a world saturated with e-commerce, as consumers are expecting tailored shopping experiences rather than generic marketing efforts that fail to make them feel valued as customers. For retailers navigating the current market, standing out requires out of the box thinking and strategic retail marketing that goes beyond the digital, and attracts consumers in the physical world.

Combining omni-channel digital marketing with the effectiveness of out-of-home media creates a powerful synergy: digital Out-of-Home advertising utilizes programmatic technology for real-world engagement, enabling unique retail marketing experiences that leave a lasting impression on consumers and ultimately driving them to purchase.

The integration of programmatic DOOH into retail marketing strategies unlocks unprecedented opportunities for advertisers. In this article, we’ll delve into four Digital Out-of-Home strategies that can drive retail marketing success, leveraging the power of programmatic technology.

The Power of Programmatic DOOH for Retail Brands

With the retail market projected to surpass $30tn by 2024, staying ahead requires embracing technology. Programmatic DOOH offers unparalleled capabilities, transforming traditional out-of-home advertising. Let’s take a closer look at some strategic outtakes on digital out-of-home advertising that have proven to be successful:

Real-Time Relevance: Mastering Dynamic Creative in DOOH

Dynamic creativity brings a new dimension to retail advertising: this strategy enables brands to adjust creative elements automatically in real-time, adding a layer of personalization. Customized ads tailored to specific viewing locations drive relevance, urgency, and immediate audience response.

Imagine displaying the distance to the nearest store, highlighting regional promotions, or incorporating countdowns to create urgency. With dynamic creativity, retail marketers can maintain relevance, prompt action, and craft a compelling brand story that captures the attention of their audience.

Location is Key: Getting Specific With Proximity Targeting

In the competitive retail space, effective placement of DOOH ads is as critical as selecting store locations. Leveraging point-of-interest (POI) targeting allows retail marketers to strategically position their ads to maximize visibility —whether near specific stores, competitive locations, or areas with high commerce footfall. 

Tailor messages for different locations, such as promoting new product lines near premium stores and discount offers near outlets. This strategic approach ensures that your brand's message reaches the right audience at precisely the right time, enhancing the impact of your DOOH campaigns.

Two people looking at a dooh ad on a mall

Weather-Driven Engagement: A Game-Changer for Retail Brands

Incorporating programmatic DOOH with weather triggers revolutionizes retail marketing. By tailoring messaging based on real-time weather conditions, retailers can deploy campaigns that resonate with consumers. 

Programmatic DOOH activates tailored messaging based on current weather conditions. For instance, a clothing store can showcase swimwear on warm days and waterproof jackets on rainy ones. Digital out-of-home advertising ensures your audience always sees relevant and engaging content, maximizing the effectiveness of your campaigns.

Timing is Everything: Unlocking the Potential of Dayparting

Understanding consumer behavior throughout the day is crucial for effective advertising. Programmatic DOOH simplifies the process by allowing retail marketers to schedule ads during specific times and days. By leveraging DOOH capabilities, brands are able to customize ads to match the mood and mindset of consumers throughout the day, enhancing resonance and engagement.

This strategic approach ensures your message reaches consumers when they're most receptive and likely to make a purchase. Whether it's morning coffee promotions, lunch-hour deals, or evening snacks, dayparting amplifies the impact of your DOOH campaigns.

The Rise of Retail Media Networks and DOOH Effectiveness

As Retail Media Networks (RMN) are expected to reach $100 billion by 2026, brands are keen to leverage programmatic advertising to not only enhance their campaigns but also to gather valuable insights into their performance.

With precision audience targeting, you can access key audience data to identify and understand core customers. Geo-target DOOH screens strategically, whether near your own stores, competitor locations, malls, or high-value neighborhoods, achieving specific objectives like driving footfall and online sales.

DOOH campaigns can be seamlessly measured just like any other marketing channel and even twitched in real time based on data. Gain insights into engagement and conversion metrics, showcasing the true impact of DOOH in driving in-store visits, online sales, and brand awareness.

Elevating Retail Marketing with Programmatic DOOH

These four winning strategies—proximity targeting, dynamic creative, weather triggers, and dayparting—position retail brands to engage consumers effectively, drive sales, and stand out amid fierce competition. 

By harnessing the power of programmatic DOOH, retail marketers can navigate the evolving retail environment with precision, delivering targeted messages when and where it matters most. 

Elevate your retail marketing success with these innovative DOOH strategies and make every campaign count.