Holiday Shopping Season: How OOH Can Tip the Scales
As we head into the holiday season, retailers are looking for anything that can give them a leg up on their competition.
It seems that nearly every store runs Black Friday sales, and just as many have their own Cyber Monday specials. So what can you do that grabs a consumer’s attention to direct sales to your business over those of a competitor?
How can you ensure customers spend their limited shopping resources in your aisles instead of someone else’s?
The answer is simple: Adjust your ad spend.
A Competitive Edge
Retailers are woefully underspending on out of home media. Only about 7 percent of all ad spend went to OOH last year and, according to a recent OAAA/Benchmarketing study, that share was even lower for businesses in the retail/non-grocery arena – just 5.1 percent.
But the integration of mobile data, GPS positioning and other emerging technologies has made OOH one of the safest media options in an ever-fragmenting media landscape. With so many advertisers underspending in the space, retailers who capitalize on data-driven OOH planning and execution will be sitting in the catbird seat when it comes to growing brand share of sales. And there is no better time to take advantage of this than during prime holiday shopping season.
The Last Piece of the Puzzle
A key strength of out of home media (OOH) is recency. Often, OOH media sits closer to the point of purchase—and purchasing behavior—than any other traditional media.
Let’s think of it like this: A mom is on her way to purchase stocking stuffers for her little one and figures she’ll decide what to buy when she gets to the store. As if by magic, the billboard she’s driven by nearly every day without paying attention to happens to be displaying an ad for the perfect gift. As she turns into the store parking lot, she thinks about what a wonderful coincidence it was that she happened to notice this billboard after all this time. In fact it’s such a great gift idea, maybe she’ll buy two.
That’s the key with OOH media: It’s consumed on an active path to purchase, while a customer is on the way to or already in a retail location. It might be a carefully placed billboard, a kiosk at the entrance of a store or even a mobile ad activated once a consumer arrives on-premises or in a particular store aisle. This proximity to an actual purchase allows advertisers to tailor messaging specific to a consumer’s surroundings as well as to his or her specific needs or challenges.
Leveraging the Power of Mobile
More than any other media category, OOH amplifies, and is amplified by its relationship to mobile devices. A number of recent studies have demonstrated that OOH media uniquely powerful in its ability to drive online behaviors including search, social media and actual purchases.
Conversely, the location and consumer profile data generated by a sea of mobile devices is absolutely useful to uncovering the most effective OOH options for marketing to specific consumer sets.
Additionally, the burgeoning landscape of digital OOH options allow for an even more individually-tailored advertising distribution approach by determining the actual version of creative served to a screen based on analysis of the profiles of consumers holding mobile devices in proximity to an advertising display.
Mobile data can also be used to:
- Segment target audience groups and understand their unique needs/challenges
- Determine media attribution, including actual store walk-ins and “stolen lift” from competing companies
- Retarget consumers who have seen OOH placements through mobile and desktop advertisements
Considering there are more than 140 million smartphone owners in the U.S., the usefulness of mobile data for OOH planning and execution is only going to grow. And quickly.
Click and Mortar
OOH isn’t just effective at driving in-store sales. Thanks to its easy integration with social media and experiential activations, OOH can also be used to drive online activity, as well.
Statistics show that nearly half of U.S. residents 18 and up have used a search engine to look up information after seeing something on a billboard, bus shelter or other outdoor advertisement in the past six months. And social media? OOH can impact that, too.
Almost four in every 10 U.S. Adults have visited a Facebook page or posted a message on Facebook after seeing an OOH advertisement, and in the past six months, nearly a quarter of U.S. Adults have posted on social media outlets as a result of seeing an OOH Placement.
Wilkins Media has shown a number our partners the benefit of this relationship by employing strategies that generated an additional 25% impressions on Facebook and Twitter alone and earned impressions that numbered into the billions for Lane Bryant’s #ImNoAngel campaign, and prompted Social Media Queen, Chrissy Teigen to post a photo of Dressbarn’s Sunset Strip billboard with the message “Everybody should be a Dressbarn” on Instagram, garnering massive online reach and widely positive brand sentiment instantly.
These results show how simple, effective and 100-percent powerful OOH can be when executed correctly — even in today’s highly digital marketplace.
Tip the Scales this Holiday Season
There’s no doubt that this holiday season will be competitive. Consider using OOH placements to bolster your current specials and edge out the competition. Contact Wilkins Media for more information.