Bus shelters, newsstands, city information panels, 17-foot-tall kiosks and large-format billboards reach diverse consumers of all socio-economic levels where they are most likely to be influenced by brand messaging- outside of the home. OOH ads intercept consumers at several key touchpoints throughout their daily journeys- as they walk and drive to work, run errands, and explore all their city has to offer.
Most consumer packaged goods are not meant to last. That is, most everyday groceries, toiletries, cleaning supplies and the like have relatively short shelf lives with low price points and broad distribution. This in turn creates a highly competitive market that benefits from frequent shopping trips and online orders as they create more opportunities for customer conversion.
OOH priming and repeat exposure solidifies brand loyalty
There is huge value in physical OOH ad placements that guarantee truly broad urban reach and don’t get lost in an endless sea of competing online content. OOH benefits CPG brands by priming both current and potential customers at scale ahead of their inevitable next in-store or online shopping session.
The un-skippable nature of OOH advertising along with probable repeat exposure through strategic and comprehensive real-world placements ultimately work to drive brand loyalty, even as more brands enter the fight for market share.
JCDecaux’s coast-to-coast network of street furniture and billboards enable both established and emerging brands to activate public-facing campaigns in the heart of urban activity. This includes opportunities to amplify new products, key benefits and limited-time pricing along the most trafficked roadways leading to in-store shopping.
CPGs benefit from incremental budget reallocation towards OOH
Insights from a Benchmarketing analysis, commissioned by the OAAA, explored the positive impacts of increased OOH budgets on key CPG brand metrics like awareness, consideration and purchase intent. The research indicates that by boosting the share of OOH ad spend from 1% to 6% of total marketing budgets, a CPG advertiser can capture 70% of total ROAS optimization, equating to $2.4 million in generated gain.