Beyond the billboard: Why retail brands are embracing programmatic DOOH

Programmatic DOOH allows brands to take OOH advertising to the next level through data-driven targeting, advanced measurement, and enhanced flexibility. Retail brands can now engage custom or pre-defined audiences in relevant environments at the right time using specific DOOH screens and highly targeted parameters.

Technological capabilities of programmatic DOOH for retail brands

One of the most valuable capabilities unlocked by programmatic DOOH is precision audience targeting. By leveraging unique audience data, retail brands can identify and understand their core customers, then reach these shoppers with tailored creative in the right time at the right place. Brands can geo-target DOOH screens near their own stores or competitor locations, surround malls and shopping centers, or geo-fence high-value neighborhoods.

With such precision, retailers can achieve objectives like driving in-store footfall and online sales, converting competitor's customers, boosting purchase intent and brand recall, and more. Programmatic DOOH also enables promoting app downloads and loyalty programs by targeting waiting areas like transit stations.

As programmatic DOOH campaigns are optimized via real-time performance data, retail marketers are now able to treat their DOOH campaigns like any other digital channel creating a seamless omnichannel experience. Retailers gain insights on engagement and conversion metrics so media plans can be adjusted to drive optimal outcomes. This effective measurement also demonstrates the true impact of DOOH in driving in-store visits, online sales, and brand awareness.

Tactics that retail brands can leverage

Strategies like dynamic creative optimization, custom audience targeting, and retargeting across other digital channels make programmatic DOOH even more powerful for retail brands. The flexibility of programmatic DOOH allows retail brands to tailor campaigns across different markets, deploy dynamic creative that integrates real-time data, and extend their reach across the globe to engage shoppers in any region.

Last year, UK fashion retailer New Look launched a programmatic DOOH campaign to promote their new Autumn/Winter collection across shopping malls and high streets. The results were a 73% increase in foot traffic to New Look stores, a 4x lift in ad awareness, and strong sales for the new seasonal collection. This case study demonstrates how programmatic DOOH can deliver real business impact for retailers.

In today's omnichannel retail environment, programmatic DOOH checks all the boxes - from precision targeting to real-world impact and global scale to effective measurement. That's why retail brands are moving beyond static signage and embracing the advantages unlocked by this powerful advertising channel. The retail marketers who leverage DOOH will be best positioned to influence audiences, drive conversions, and see their brands succeed both in-store and online.