Supermarket Sweep: Digital Out-of-Home Strategies for Grocery Marketers

Consumer packaged goods (CPG) encompass a wide variety of items including the boxed, wrapped, and canned products you find on grocery store shelves. From popcorn to peanut butter, chocolate to crackers, fruit pops to flaxseed, the world of food-based CPG ranges far and wide. So how can these retail brands stand out in our increasingly digital landscape?

Programmatic technology has enabled digital out-of-home and mobile to flourish. In the fight for market share, brands are leveraging these channels to reach today’s on-the-go consumers. Now more than ever before, it is imperative that marketers engage CPG shoppers on the path-to-purchase – whether that be the commute to and from work, trips to doctors’ offices, malls and gyms, or at the point-of-purchase, in grocery and big box stores, DOOH and mobile media are readily available.

According to our latest report with MFour, “Capitalizing on CPG: Insights for Marketers,” more than half of consumers begin to plan their grocery list a few days before actually shopping, with 10% planning as far as a few weeks in advance. Given the nature of many families’ grocery shopping habits, this means brands have ample time to reach consumers between the planning and purchasing phase. Fortunately, DOOH and mobile media offer marketers the opportunity to reach these consumers while they’re on the go and across multiple contextual venues.

Consider a brand trying to break through the popcorn market. When targeting moms with kids in Los Angeles, San Francisco, Seattle, Portland and Phoenix, the brand could activate near schools, in office buildings, at gyms and on billboards. Additionally, with point of purchase screens on the rise, marketers are able to publish messaging when and where these consumers will be doing their family’s grocery shopping.

If you’re a grocery marketer, download our full report, “Capitalizing on CPG: Insights for Marketers,” to gain insights on consumer shopping habits and learn innovative strategies for your next campaign:


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