Fueling Growth: DOOH's Results on Retail Media

August 10, 2023

One of the hottest trends in retail marketing is the use of digital out-of-home media, or DOOH, to amplify retail media networks, or RMNs. DOOH uses digital screens and displays to reach customers near the point of sale. RMNs are platforms and channels that let brands advertise on retailers' owned and paid media by using consumer data to target them along the buyer journey. By combining DOOH and RMN, brands can create powerful and engaging customer experiences that drive sales and loyalty.

The market for RMN is booming, with major retailers such as Amazon, Walmart, Target, Wayfair, and more launching their own media offerings. According to a report by Verified Market Research, the retail media networks market size is projected to reach USD 7.33 billion by 2030, growing at a CAGR of 19.03% from 2023 to 2030. However, as RMNs become more popular and competitive, brands must also stand out and attract attention within them.

That’s where DOOH comes in. DOOH can complement and amplify RMN campaigns by driving awareness, consideration, and conversion at the point of purchase. In this article, we will explore how brands can use DOOH within their RMN campaigns to create memorable and effective customer experiences. Then we will also discuss DOOH best practices and successful campaigns that improved RMN performance. Read on to find out more.

How DOOH Enhances Retail Media Inventory

Let’s take a closer look at how DOOH fits into the retail media ecosystem. Retail media is the practice of using retail platforms and channels to deliver targeted and relevant ads to shoppers. The three main types of retail media inventory are:

  • On-platform inventory consists of ads or promoted listings on the retailer’s e-commerce site. This is the most common and popular type of retail media, as it accounts for most of the impressions and spending in this space.
  • Off-platform inventory consists of digital display units served on partners’ sites, such as the Google Display Network or Facebook’s Audience Network. This type of inventory allows brands to extend their reach and target consumers outside the retailer’s site.
  • Integrated inventory includes the retailer's emails, SMS pushes, in-store screens, and more. This type of inventory allows brands to create a seamless and consistent customer journey across different touchpoints.

The Power of Place-Based DOOH in Retail Media

DOOH is a form of integrated inventory that uses digital screens in public spaces to display dynamic and interactive ads. It can be divided into three categories: billboards, transit, and place-based. Brands looking to stand out in the retail media ecosystem can greatly benefit from using place-based DOOH.

Place-based DOOH is located next to or near a point of interest, such as a tourist attraction, a grocery store, or an electric vehicle (EV) charger. Place-based DOOH reaches customers right before they enter the store to make a purchase, when they are finalizing their shopping lists. A timely and relevant marketing message can sway their purchase decisions and increase sales.

DOOH Retail Media

According to a study by Nielsen, place-based DOOH ads can generate up to 33% more sales lift than other types of DOOH ads. Furthermore, place-based DOOH ads contribute to increasing brand awareness, recall, and loyalty by creating engaging and personalized experiences for consumers.

As Lauren Sak, Senior Marketing Director at Intersection, said, “I think marketers see digital OOH as a great alternative to reach people in the same hyper-relevant way as with digital, but in a channel that can’t be skipped or blocked.”

DOOH and RMN: A Winning Combination for Brands

Here are some recent campaigns that have leveraged the power of DOOH to enhance their RMN campaigns:

  • L'Oréal and Walmart launched a DOOH campaign for Elvive Dream Lengths, L'Oréal's new hairline. DOOH screens were installed at Walmart entrances and parking lots across the US, reaching over 15 million customers. The campaign used location intelligence technology to detect and interact with shoppers and display personalized and inspirational messages inviting them to try the new product. Using a QR code, users have access to a mobile app where they can learn more about the product, order it online, or find a nearby store. 
  • To introduce their new Coca-Cola Cinnamon flavor, Coca-Cola and Amazon collaborated to create a DOOH campaign that reached over 10 million consumers in the UK. DOOH screens at Amazon lockers and delivery stations displayed personalized and festive messages inviting customers to try the new product, and users could also access more information via a QR code. 

Both campaigns were a success, increasing brand awareness, engagement, and conversion. The synergy between DOOH and RMN campaigns represents a strategic approach that maximizes the impact of retail ads. In fact, brands can provide a seamless customer experience from online to offline by integrating DOOH into the RMN ecosystem. Besides, Location intelligence and DOOH's real-time nature enable dynamic content delivery that adapts to weather, time of day, and consumer behavior. Thus, this adaptability keeps messaging relevant and engaging, attracting potential customers during crucial decision-making moments.

Final Thoughts

Summing up, the combination of data-driven DOOH and RMN presents a powerful new tool for brands competing for consumers' attention in a crowded marketplace. Imagine DOOH screens that strategically pop up at just the right spots, defined with location data analysis and synced with the insights from RMN platforms. The result? Messages that aren't just ads but personalized experiences hit the bullseye with every viewer. In fact, successful campaigns like L’Oréal and Walmart or Coca-Cola and Amazon are living proof that this approach also cranks up brand buzz, interactions, and the sales counter. 

As tech keeps evolving and shopper behaviors shift, embracing DOOH within RMN campaigns isn't just smart; it's the secret sauce for brands hungry to mesmerize audiences and power their business growth. So are you ready to amplify your brand in ways you never thought possible? How will you fuse data-powered DOOH and RMN to create your success story?

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