As summer begins (and we think about a return to normalcy), advertisers are on the hunt for the most effective strategies to reach consumers once they're on-the-go again. During this highly anticipated and fast-paced season, digital out-of-home offers powerful capabilities that provide brands flexible ways to approach campaigns based on their needs. Whether you’re a QSR advertising a seasonal iced cold drink, a big box retailer selling the latest beach umbrellas and chairs, or an amusement park ready to open its doors, here are some tips to consider:Help consumers adjust to a new normal.
This summer will be different than summers past. With limited travel and some summer camps closed, families around the world are forced to shift their behaviors. Brands have an enormous opportunity to help everyone get comfortable with a novel version of summer — think: keeping children entertained, hosting small gatherings in the backyard, and recreating summer activities around the home, to name a few. Leveraging programmatic out-of-home, advertisers gain an advantage by reaching the consumers at the venues they are still visiting — ensuring each dollar makes an impact.Take advantage of the weather.
Through Vistar’s partnership with IBM Watson’s WEATHERfx, advertisers have plenty of possibilities when it comes to leveraging weather triggers for DOOH. Weather triggers enable brands to deploy relevant creative messaging, based on specific environmental conditions that are likely to affect consumers.
Imagine you’re a beauty company who just launched a line of summer skin care products to protect you from the sun – you can leverage weather triggers to only activate media when there’s a high UV index and/or the temperature reaches a certain level. Or, let’s say you’re an OTC company looking to drive sales for your allergy medication. Using weather triggers, you’re able to activate media within close proximity to specific retailers, or across any venue type that’s most relevant to your campaign, when there’s a high pollen count and people are in need of a remedy.Plan promotions around summer holidays.
DOOH allows brands to upload and activate against a variety of creatives – ensuring that your messaging is the most relevant based on the specific time, audience or location. Marketers also have the ability to tailor their creatives by venue type, ensuring that each message most strongly resonates with the consumers’ current context.
Let’s say you’re a big box retailer who typically runs ads throughout the year based on seasonal holidays or events. Consider leveraging DOOH’s advanced technology to promote your summer products. In one easy-to-launch campaign, you can easily advertise patio furniture and a BBQ grill for your July 4th promotions, then switch your creatives to showcase school and office products as back to school season approaches.
Additionally, an alcoholic beverage brand trying to promote their ice-cold beers for the 4th of July can customize its creatives by venue type to display real-time messaging or offers. This way, marketers have the opportunity to send one message to consumers who are on the path to purchase (in transit, across billboards, or maybe at the salon) and a different message to consumers who are at the store and ready to buy (in liquor stores, gas stations or convenience stores).
DOOH should be an essential part of your summer campaigns. With programmatic, your brand can make a splash by activating DOOH media where people are still going – customizing campaigns based on specific factors such as weather conditions or summer holidays. Additionally, Vistar partners with many of the industry’s leaders in measurement, including MFour, NinthDecimal, IRI, and Placed by Foursquare (to name a few) so you can evaluate the success of real-world campaigns across foot traffic, brand studies, sales lift and more.
To learn more about how DOOH can help you run a successful campaign during the pandemic, check out our COVID-19 resource center.