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    The Impact of DOOH Ads on Holiday Purchase Decisions

    Posted by Monalisa Roy

    Imagine this scenario: a shopper, in the midst of approaching the register to quickly complete an errand, encounters a compelling DOOH ad that captures her attention. Despite her interest, time becomes a pressing factor, and she finds herself unable to spare a moment to interact with the ad. In the hustle and bustle, she momentarily forgets about the enticing offer from the ad and continues on her cheerful journey homeward after completing her shopping. What unfolds next in this story?

    Will she ever delve into the ad encountered at the store?

    Mr. Retailer is determined to re-engage with this shopper. Leveraging mediasmart's cutting-edge technology, he employs retargeting strategies on her mobile device, presenting a time-limited offer. Intrigued, the shopper clicks on the ad, explores the product page, adds the item to her cart, and successfully completes the purchase. The retailer's approach has streamlined the purchasing process, ensuring a seamless experience across various channels.

    That’s the power of DOOH ads with Audience sync—- a unique and exciting way to connect with consumers. As we journey through the world of digital outdoor advertising, we will uncover how these screens can bring your holiday campaigns to life, creating unforgettable connections with consumers and driving impactful results.

    As retailers navigate the challenges of today's market, embracing the technological sophistication of DOOH ads, it could be the key to turning the unpredictability of the shopping season into an opportunity for remarkable growth and connection with consumers.

    What is the impact of DOOH ads on holiday shopping?


    DOOH ads are more than what meets the eye. DOOH ads, known for their dynamic digital displays and strategic placement in high-traffic areas, offer advertisers, especially retailers, a powerful tool to captivate and engage holiday shoppers. In a survey, it was found that 69% of consumers have made a purchase triggered by OOH advertising, with 35-44 year-olds and Gen Z/Millennials being significant demographics influenced by OOH ads. Let’s explore the impact of DOOH ads during the shopping season.

    Reaching Consumers at Key Moments


    Their most significant advantage lies in their ability to reach consumers at crucial moments in their shopping journey. Unlike traditional advertising mediums, DOOH ads can be strategically placed in locations where they are most effective—such as shopping malls, transit stations, and high-traffic urban areas. 

    During the holidays, when consumers are actively seeking gift ideas and deals, encountering a DOOH ad can directly influence their purchasing decisions. This timely interaction increases the relevance and impact of the advertising message. For instance, a DOOH display could show the current stock availability of popular items at nearby stores, ensuring that consumers know where to go for specific products. The screen could also display a QR code that shoppers can scan with their mobile devices to get these directions on their phones, making it easier for them to navigate to the store. The ad not only captures consumer attention with its dynamic content but also plays a crucial role in guiding them to the point of purchase. 

    Delivering Real-Time and Visually Engaging Messages


    The holiday season is synonymous with a fast-paced shopping environment, where trends and consumer interests can shift rapidly. DOOH ad revenues worldwide surpassed 13 billion U.S. dollars in 2023 underscoring its growing importance and effectiveness in reaching consumers. For retailers, the opportunity cost of not leveraging DOOH during the holiday season can be significant. As shoppers navigate through bustling streets and shopping centers, they are continuously exposed to a multitude of DOOH advertisements from various brands. These ads are not just passive billboards; they are dynamic, interactive, and often personalized to the area, making a lasting impression on consumers. In such an environment, if a brand is absent from the DOOH landscape, it risks losing vital visibility and mindshare to competitors.

    DOOH advertising stands out for its ability to deliver real-time messages. Advertisers can update their content instantly to reflect current promotions, stock availability, or even weather-related messaging, ensuring that the information is always relevant and timely. With mediasmart’s technology, advertisers can adapt campaigns and creatives to weather conditions automatically.

    Moreover, the visual appeal of DOOH ads—often featuring high-definition graphics and dynamic content—captures the attention of consumers more effectively than static ads. In the visually stimulating atmosphere of the holiday season, these engaging displays can cut through the noise and leave a lasting impression on potential customers.

    These ads, with their large-scale, high-resolution displays, offer visually striking and memorable experiences. Placed in high-traffic areas, these ads capture the attention of a wide audience, making them more likely to remember the brand. During the holidays, when consumers are bombarded with countless ads, those that offer an engaging experience stand out. This not only enhances brand recall but also encourages shoppers to interact with the brand, potentially leading to immediate online searches or social media engagement. 

    The impact of the DOOH ad can be further enhanced by retargeting passersby on CTV and mobile. This cross-channel campaign can ensure that the brand remains visible across different touchpoints in a consumer's daily life. 

    Enhancing Omnichannel Marketing Strategies


    DOOH ads contribute significantly to omnichannel holiday marketing strategies, especially during the shopping season. By integrating DOOH with CTV and mobile, brands can create a seamless consumer experience. DOOH acts as a public stage, displaying high-impact visual content in strategic locations, while synced CTV ads can further elaborate on the narrative introduced by DOOH, providing more detailed content in a home setting where viewers are more likely to consider the brand's message. This journey can be further enhanced by the interactivity of mobile ads, driving user action. The same ad can be placed within the synced household devices and act as the final nudge to incentivize the customer to browse, shop, and pay. This cohesive approach ensures that the brand's message resonates across various touchpoints, creating a more unified and impactful holiday marketing campaign.

    Maximize the Potential of DOOH screens


    The holiday season, with its flurry of activities and heightened consumer spending, presents a unique opportunity for retailers and brands to connect with their audience. In this dynamic landscape, Digital Out-of-Home (DOOH) advertising has emerged as a pivotal element in crafting compelling marketing narratives. The programmatic enablement and technological integration of DOOH with other digital platforms like Connected TV (CTV) and mobile devices further amplifies this impact, creating a seamless, engaging, and memorable shopping experience for consumers. In our next article, we will explore the real-world applications of DOOH ads and how CTV, DOOH, and mobile advertising are the perfect triad to create an impactful brand message.

    Ready to make it big this holiday season? Contact us today

     

    Topics: holiday marketing, omnichannel campaign, dooh audience sync, dooh ads