Digital Out-of-Home Media Helps Drive Grocery Pickup App Downloads

Written by Aliana Heffernan

Jun 12, 2019

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A national big box retailer was interested in driving awareness and consideration for its grocery pickup service, as well as downloads for its associated mobile app. In order to reach these goals, the brand enlisted Vistar Media to execute an impactful digital out-of-home media campaign. Leveraging Vistar’s audience targeting solutions and access to a broad variety of DOOH screens, the activation successfully drove results across all major KPIs.

Targeting an audience of Busy Moms, Vistar used location data and proprietary geospatial technology to target this audience within 10 miles of specified grocery locations. Next, we analyzed their movement patterns to determine how these shoppers move through the physical world and activated DOOH media in a variety of contextually relevant venues when and where they were most likely to be.  

At the end of the campaign, Vistar conducted a brand study to measure the impact of DOOH media exposure on shopper attitudes and behavior towards the grocery pickup service. The study showed a 9% lift in awareness, 15% lift in consideration and 15% lift in app download intent. Additionally, shoppers exposed to multiple venue types exhibited a greater lift across these KPIs, highlighting the importance of repeat exposure across different contextual environments when trying to reach the Busy Moms audience segment.

Over the course of several months, this process was repeated and adjusted based on Vistar’s learnings from each preceding report, as additional DOOH campaigns were executed to promote the newest grocery pickup locations.

As this initiative has continued, the retailer has been able to improve its overall position in the grocery pickup service market while driving both key upper and mid-funnel metrics. Ultimately, the results illustrate how DOOH can assist brands that want to deliver highly targeted content across large audiences.

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Topics: Marketer, CPG