Snacks, sodas, sauces and seasonings make up one of the largest verticals in retail advertising and one of the more challenging to market.
But even more important is the ability to drive awareness of new products. Both established brands and market newcomers should focus heavily on informing consumers of new offerings before they reach a point of purchase and, better yet, nearby these points of purchase.
Proximity is everything with Out of Home
One of OOH’s more unique features is its ability to reach consumers in real life, outside of mobile screens, as they go about their everyday activities inherently more aware of their surroundings and thus susceptible to brand messaging.
Of all these engagement opportunities, none is more valuable than advertising beside points of purchase like grocery and convenient stores where last minute, high impact advertising can easily drive subsequent purchases.
Nearly 70% of US adults say they notice OOH ads on their way to in-store shopping and almost half say OOH ads impact in-store purchase decisions according to a recent consumer survey from Morning Consult and OAAA.
Programmatic OOH adds additional flexibility
With DOOH, advertisers can heavy up during key shopping times like weekday evenings and weekends, maximizing their return on ad dollars by reaching the most eyes possible.
Increasing OOH in media mix improves total ROAS
A recent analysis from Benchmarketing commissioned by the OAAA examined how by increasing OOH ad spend within a multimedia campaign can achieve optimized sales, brand awareness, product consideration, and purchase intent.
The analysis looked at real campaigns across four product categories including CPG. With an increased OOH budget, the CPG analysis saw the highest improvement in sales with a return on ad spend of +27% to +32% depending on the size of the brand.
Click here to see a collection of leading CPG advertisers who are driving sales with JCDecaux OOH.