Family Matters: Digital Out-of-Home Strategies for Moms, Dads & Grads Marketing

Written by Aliana Heffernan

Apr 18, 2019

Mothers_Day
Between Valentine’s Day and Memorial Day Weekend, brands often struggle to find a single tentpole holiday to tie to their marketing campaigns. It is during this in-between time of year that people will be getting ready to celebrate Mother’s Day, graduations, and Father’s Day - also known as moms, dads and grads. Now, the question is - how do you capture such a broad group of consumers? The key to reaching this audience is targeting people as they go about their daily routines. We’re sharing our top strategies for leveraging digital out-of-home to help you address some of the challenges of marketing to moms, dads and grads shoppers.

Reaching the Right Audience – At the Right Time & Place

More and more, marketers are including digital out-of-home as part their omnichannel campaigns because of its ability to reach audiences throughout the consumer journey. First party data, third party data and audience segmentation each play a critical role in building effective marketing strategies. Fortunately, there are now solutions available that allows brands to leverage data-based targeting strategies in conjunction with DOOH, amplifying the impact of this one-to-many medium.

Trying to engage recent grads who are looking for a new phone? Or moms and dads that deserve an upgrade?

Using first party data to build an audience for a DOOH campaign enables brands to reach existing customers, when and where it will make the most impact.

Samsung Mobile reached loyal and potential new customers with Vistar by passing their first-party audience segment to LiveRamp for identity-safe anonymized targeting.

LiveRamp, our consumer data on-boarding partner, allows Vistar to work with brands who want to use their customer data and activate these audiences in the real-world, while ensuring the highest level of privacy compliance.  

Want to reach parents who are buying a new car for their lucky grads before going off to college?

When you don’t have first party data readily available, third party data is a viable option. Third party data provides brands insight into consumer behaviors, demystifying some of the more challenging aspects of reaching a target audience.

Vistar has teamed up with a select group of data partners to be able to offer our clients an even more robust solution to meet their campaign goals. For instance, through our partnership with IHS Markit, we’re able to bring advertisers a solution to reach qualified auto-intenders, shaping consumer attitudes and driving foot traffic to dealerships.

The LiveRamp Data Store also has a huge variety of data available across many demographic and interest-based segments.

Looking to connect with dads and children who need some Mother’s Day gift inspo?

One of the biggest challenges marketers face with their moms, dads, and grads campaigns is reaching a unique target audience.

With Vistar’s Audiences, marketers can reach consumers who will be in-market for purchasing Mother’s Day, Father’s Day and graduation gifts – at the right time and place. These audiences are based on locations consumers frequently visit and help to determine likely behaviors or interests.

Examples of audiences include:

  • Families with Teens
  • Millennials
  • Parents
  • U.S. Market Moms

...just to name a few!

Consider this Vistar campaign for women’s apparel that successfully targeted moms. The retail brand leveraged Vistar's unique solutions to define a custom audience of moms with young children and through our movement pattern insights, was able to activate high-impact digital out-of-home, driving and increase foot traffic to their brick-and-mortar stores.

Location, Location, Location!

In addition to the options available for audience targeting strategies, location-based strategies are an important part of many DOOH campaigns. When you think about how to target consumers shopping for moms, dads and grads, the first thing that comes to mind will be selecting DOOH screens in close proximity to the brand’s locations or locations where the brand is sold. While that is a beneficial approach, targeting the same consumers while they’re on their way to and from work, dropping off children for school, or already at shopping malls can amplify the impact of a campaign.

Hoping to attract moms buying gifts for dads who are avid beer drinkers? Or children looking for a unique gift for moms who have everything?

Activating DOOH in contextual environments is proven to help drive lift of brand awareness, consideration, purchase intent, foot traffic and sales. With Vistar’s inventory, brands gain access to a number of venue types including schools, office buildings and malls.

In this campaign for a connected home device, the brand leveraged DOOH and mobile, layering on third party data as well as a multi-venue approach. This strategy demonstrated that consumers exposed to DOOH in several different contextual environments were more likely to be aware of and consider purchasing this product.

Ultimately, through Vistar Media’s geospatial technology, we are able to create audience profiles and activate DOOH media based on consumers’ movement patterns, engaging these individuals at multiple touch points throughout their day. Reaching your target audience has never been easier!

Ready to learn how you can use digital out-of-home for your moms, dads and grads campaigns?

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Topics: Marketer