To ensure our brand partners are armed with the data and insights they need, Vistar has been analyzing movement patterns and changing behaviors to better understand what consumers are doing and how brands can reach them through digital out-of-home.
A few of the top questions our clients have come to us with include: What does the new normal look like? Where is my audience? Which venue types can I activate to reach consumers as they move through their new daily routines?
In reality, the audience you care about reaching is likely still going out and about, even if their behavioral and purchasing patterns have changed. Think about the parents who are leaning into homeschooling and summer entertainment, millennial wanderlusters who are finding new ways to travel, and health & wellness enthusiasts who are taking to the outdoors and discovering new ways to stay balanced.
Thanks to the variety of DOOH inventory that exists today — from screens inside grocery stores and doctor’s offices, to roadside billboards and urban panels — no matter where your audiences are now spending time, there are ways to reach them. Several of our brand partners are thinking outside the box and tapping into these new behaviors to evolve their marketing strategies.
Let’s dive a bit deeper into an audience example:
Adventure Seekers & Weekend Escapists might be defined as frustrated millennials who would typically be planning summer travel & vacations abroad, traveling to weddings, and heading to notable beach towns, like Montauk or Nantucket. Instead, in these times, they are shifting behaviors to local and regional travel, exploring non-flight getaway options, and generally looking for some type of “escape” that is still possible in this situation. More on the rise of road trips here.
What they care about:Recreating experiences that were/are impossible during social distancing; socializing with friends, even if in modified ways; staying entertained; finding new & exciting outdoor activities
What they’re doing:Going to parks, beaches & lakes; gathering friends and families for socializing outdoors; taking weekend road trips (getting gas, stopping at drive-thrus, etc.); shopping for groceries and cleaning supplies
What they’re buying:Car rentals, new personal vehicles and gas; Airbnb, VRBO or other short-term rentals; groceries and cleaning supplies for weekend trips; CPG products & alcohol (wine, beer & spirits)
Where you can reach them:Billboards, urban panels, in-store grocery stores; in-store convenience stores; liquor stores
As you can see, audiences haven’t vanished — they’ve just changed their behaviors. By analyzing consumer movement patterns and anticipated behaviors, Vistar is here to help marketers determine how to effectively reach their new personas as they navigate through the physical world.
If you are interested in learning more about how Vistar's technology works or would like to gain insights about a specific target audience, please reach out using the button below.
For more information as it pertains to the pandemic, visit Vistar's COVID-19 resource center.