DOOH CASE STUDY: RETAIL

DOOH Campaign Objective

Large retailer chain wanted to execute a programmatic DOOH campaign that would drive foot traffic to its remodeled store locations through a cutting-edge and entirely flexible multi-month activation.

DOOH Campaign Approach

To inform what venue types and screens should be utilized in the campaign, a 3-mile radius proximity targeting strategy was used around renovated retail locations, enabling the brand to reach consumers at key touch points throughout their day • Seamlessly activated the campaign media across a mix of indoor and outdoor digital out-of-home (DOOH) venue types, including billboards, gyms, gas stations, salons, college/universities, urban panels, bus shelters, casual dining, taxi/rideshare tops, and office buildings • The retail chain ran specific store remodel messaging within close proximity to each store location, enhancing the relevance of the campaign to each neighborhood. The creative strategy was custom yet entirely flexible because, due to the agility of programmatic DOOH, changes could be made during the 5 1/2 month campaign in real-time as plans or conditions for the remodeling for any given store shifted

DOOH Campaign Key Insights

Campaign exposure in contextually relevant venue types successfully drove lift. The campaign led to a 6.51% lift in store visitation for exposed consumers, compared with non-exposed consumers. Of those who visited the remodeled retail locations after campaign exposure, 19.2% visited within 1 day, 31.6% visited within 2 days, 31.1% visited within 3 days and 18.1% visited within 4 days.