The rise of retail DOOH advertising

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Ad Tech Digital Out Of Home

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Adopting programmatic allows you to build a custom approach to driving in-store sales via DOOH advertising, writes Hivestack's Natali Terzioglu

As brick and mortar retail businesses rebound from the pandemic, one thing is for sure: highly engaging messages that target audiences at the point of purchase are undeniably effective. This is especially true for shoppers who appreciate having an in-person experience as opposed to online shopping that many of us have become accustomed to in the last two years.  

In a recent report by Statista, 20% of respondents (based in Canada) reported that in-store promotion was most likely to influence purchases in convenience stores. In Singapore, a similar study by Statista showed that 29% of respondents credited retail DOOH advertising for influencing a purchase decision in store. With vital statistics showing the value of this medium, it is no surprise that we are seeing a resurgence of retail DOOH advertising.

In-store advertising such as audio OOH (AOOH) and visual displays in retail environments that play engaging content in proximity to the point of sale, have the power to inform and influence purchasing behaviour. Incorporating in-store and retail DOOH advertising as a component to an omnichannel marketing mix provides an important touchpoint for the consumer, connecting with them throughout their entire shopping journey and resulting in a more cohesive and consistent experience.  

When accessed programmatically through a Demand Side Platform (DSP), in-store DOOH advertising allows for brands to reach audiences in retail and grocery environments with precise, data-driven, targeted and measurable campaigns. On the other side of the ecosystem, programmatic DOOH technology that is purpose built for media owners and retailers such as Supply Side Platforms (SSP) and ad servers help drive new revenue channels for DOOH inventory owners. 

In addition to in-store visual and audio advertising, programmatic DOOH can also provide a solution for advertisers to reach audiences across multiple touchpoints throughout their journey to a retail location. Leveraging unparalleled features such as geo-location targeting activated across screens within key points of interest, data-driven audience targeting, coupled with the ability to analyse custom audience movement patterns results in the most precise and effective strategy to reach audiences at the right time, in the right place. Combining the ability to target a consumer across a variety of DOOH formats and venue types - for instance a roadside billboard, a screen at their gym, an elevator in their office building and then again at the point of sale in a retail store, is a compelling sequence of messages. There are many ways to build a custom approach to driving in-store sales via DOOH advertising and it is a pivotal time for the channel.

We all know that online shopping is here to stay, but there is no doubt that in-person shopping will continue to rebound across the globe. As seen in a recent PwC study, in-store grocery shopping experiences continue to be the preferred method of shopping, which only further shows the importance of reaching audiences as they directly interact with products and brands in store. At Hivestack, we have built a robust suite of solutions to support the continued growth of DOOH, including in-store digital and audio OOH inventory and are excited about the potential that this channel has to offer to make meaningful connections with audiences as they shop.

For more information about how the Hivestack DSP can help brands and advertisers reach their target audiences with precision and accuracy - and how the Hivestack SSP and ad server help media owners reach their full earning potential across a diverse range of DOOH inventory - contact us today.

By Natali Terzioglu, Senior Marketing Manager, EMEA

Hivestack

Hivestack is the world's largest independent, global, full stack, marketing technology company that powers the buy and sell side of programmatic digital out of home (DOOH) advertising. On the buy side, marketers use Hivestack’s Demand-Side Platform to create measurable campaigns that activate DOOH screens in real time based on consumer behaviour and audience movement patterns.

On the sell side, DOOH media owners use Hivestack’s Supply Side Platform & Ad Exchange to attract programmatic revenue. DOOH media owners can also use Hivestack’s Ad Server to power audience-based, directly sold campaigns. Attribution is a first class-citizen throughout Hivestack’s platform, offering buyers and sellers the ability to measure business outcomes at all stages of the consumer sales funnel.

For more information, please visit https://www.hivestack.com or follow us on LinkedIn, Twitter and Facebook @hivestack

Posted on: Friday 13 May 2022