Super Bowl LVII is gaining some serious traction from marketers— as of early September, Fox is nearly sold out of its commercial inventory. Whether or not your brand decides to spend $6-7 million on a Super Bowl ad this year (yes, those are record-high prices), there are other effective and cost-efficient ways to tap into the big game’s traffic.

Digital out-of-home (DOOH) advertising is a very accessible channel that gives brands a unique opportunity to reach their audience before, during, and after the Super Bowl.

In this article we’ll talk about the importance of DOOH’s in-person impact, and the top three ways it can help add value to your Super Bowl campaigns.

So, why should you add DOOH to your game plan?

DOOH combines an engaging in-person experience with the ease of your usual digital marketing campaigns. When it comes to football season, consumers are constantly out and about. In fact, 67% of Americans planned to spend money during last year’s season.

Whether they're going to the grocery store to pick up food and drinks before game night, prepping for a get-together at a friend’s house, going to the mall to buy new jerseys, or meeting at a sports bar for a watch party— there are many opportunities for brands to connect using DOOH networks.

By adding this real-world touchpoint to your Super Bowl campaigns, your brand is more likely to build recognition among consumers and stay top of mind throughout the season (and beyond).

3 ways DOOH can make your campaign a winning play

1) Pair DOOH with your other channels

Odds are you’ll be using a type of multi-channel or omnichannel approach leading up to the Super Bowl, and DOOH is great for boosting the effectiveness of other platforms.

When used together, marketing channels can complement each other and make up for what others may lack. Here are a few strategic pairings with DOOH:

• • DOOH can increase reach by up to 316% for mobile advertising and 212% for social media campaigns.
• • DOOH can drive 4 times more online search and social media activity per ad dollar spent than TV, radio, or print.

In 2019, Frito-Lay partnered with AdCast to launch their new product, Doritos Flamin’ Hot Nacho, and increase brand awareness during the Super Bowl. They were able to reach 1.1 million customers and see a 146.8% growth in our stores during the campaign.

Plus, because of the digital nature of DOOH, your brand can easily activate it through various programmatic platforms— which will make the entire process from initial planning to performance tracking much more seamless.

2) Optimize when and how you reach your audience

Similar to online campaigns, it’s important to consider what days or times would be best to run your DOOH ads. Which moments will be the most relevant and effective leading up to the big game?

On AdCast, for example, we can see a clear foot traffic increase in our supermarkets leading up to Super Bowl weekend. But you could also make the most of other key game days during the season as well as specific times that your audience is more likely to be active.

When it comes to how you’re reaching consumers, DOOH gives you plenty of room to make tailored creative based on audience demographics and other experiences/preferences. Will you be running campaigns for a primarily Spanish-speaking community? Are there certain football-related phrases commonly used in your target DMAs?

Adjusting your content according to the types of language or imagery that best speaks to your audience can really boost your brand’s impact.

3) Use contextual creative

In case you haven’t heard much about contextual DOOH, it basically means preparing content that can be used depending on variables such as special events, locations, traffic, weather, flight statuses, etc. When consumers come across contextually relevant creative, they're more likely to gain interest and interact with your brand.

One study shows that contextual creative helps promote engagement and can boost campaign effectiveness by 17%. What does this type of campaign look like in action?

If you were to run an ad on AdCast, it’d be best to speak to both the location (supermarket) and the upcoming event (could be the Super Bowl, a playoff game, etc.).

Let’s say a clothing brand wants to promote a new collection— their creative could feature a family going out to pick up food for a playoff watch party at their house. The ad gets to show off the new clothing items while also relating to football fans as they shop for groceries.

What are your Super Bowl LVII plans?

With so much competition out there for visibility, we hope this gave you some ideas on how to break through the noise.

Our DOOH network, AdCast, can be found in supermarkets across the country. If you’d like to learn more about launching campaigns with us, please feel free to reach out!

In the meantime, subscribe to our GTV Gist newsletter below to keep up with the latest industry news, trends, and helpful resources.

The metaverse has quickly become a new frontier for advertising, offering brands immersive and captivating experiences that can draw in consumers like never before. With the global market for the metaverse projected to reach $344.7 billion by 2027, it’s important for advertisers to stay up-to-date on its progress.

From digital out-of-home (DOOH) ads that come to life to virtual reality campaigns that transport users to another world, the possibilities for marketing in the metaverse are endless.

In this article we’ll cover the basics of metaverse advertising, its benefits, and a few examples of how brands use it in their campaigns.

What’s the metaverse?

The metaverse combines multiple elements of technology - including virtual reality (VR), augmented reality (AR), and video - where users "live" within a digital universe.

The term "metaverse" was first coined by Neal Stephenson in his 1992 science fiction novel Snow Crash. In the story, the metaverse is a 3D virtual world on the internet and is populated by avatars.

While Stephenson's vision seemed far-fetched at the time, today’s examples of the metaverse aren’t far off from what he described. Do any of these sound familiar?

Virtual worlds: Roblox, Minecraft, and Fortnite (yep, the games your kids can't stop playing) allow users to create and explore immersive 3D environments.

Social VR platforms: Second Life and Decentraland are developing digital economies where users can buy and sell land, goods, and services.

Mobile games: Pokémon GO uses AR to bring digital creatures into the real world.

Multi-purpose VR headsets: Oculus Rift transports users into an entirely computer-generated world similar to what we saw in the movie Ready Player One.

As technology continues to evolve, we can expect the metaverse to become increasingly realistic and user-friendly. Gartner actually predicts that 25% of people will use the metaverse daily by 2026.

The metaverse and the advertising industry

The metaverse gives brands a chance to create memorable campaigns that can cut through the clutter and resonate with consumers. Marketers have been experimenting with the metaverse for a few years now, but its unique capabilities are becoming much more commonplace in campaigns across various industries.

What benefits does the metaverse provide for brands?

• • Increased engagement: Ads in the metaverse are much more interactive than traditional ads (such as static billboards), which means more engagement from your audience.
• • Personalization: Brands can offer many customized experiences for consumers, such as creating collectible items and accessories for their virtual avatars.
• • Greater reach: Advertising in the metaverse can help reach younger generations that are difficult to connect with through traditional channels. Plus, because of the digital nature of the metaverse, brands can easily reach a global audience with their campaigns.
• • Accessibility: The metaverse is making the internet more accessible to over one billion people who struggle to interact with digital content each day due to neurodivergence, disability, or other impairments.
• • Creative opportunity: In the metaverse, you have a blank canvas to create any type of campaign you want. The sky’s the limit, from AR/VR to 3D and even 4D world-building experiences.

3 examples of metaverse campaigns

1. “Keeping Fortnite Fresh” by Wendy's

Wendy's "Keeping Fortnite Fresh" Twitch stream is a classic example of how brands are starting to operate in the metaverse. When Fortnite released a new game mode called Food Fight, Wendy's discovered that Team Burger (a group with avatars wearing hamburger-themed outfits) kept its virtual beef in freezers.

Wendy's response was a call for Fortnite players to join the Wendy avatar on Team Pizza and begin destroying freezers to wage war on frozen beef. They used the game to promote their fresh, never-frozen beef brand messaging.

2. “The Friendship Box” by Coca-Cola

To celebrate Friendship Day, Coca-Cola collaborated with Tafi to create their first-ever NFT (Non-Fungible Token). The NFT, called "The Friendship Box," was a digital Coca-Cola cooler that held three other NFTs inside:

• • A bubble jacket to wear on the Decentraland platform
• • A sound visualizer of what it's like to enjoy a Coke
• • A friendship card with art from an updated 1948 Coca-Cola design

The collectible NFT was auctioned to raise money for Special Olympics International, and it sold for more than $575,000.

3. “Gucci Garden” by Gucci

The fashion brand celebrated their 100th birthday by unveiling “Gucci Garden Archetypes”, a multimedia exhibition in Florence, Italy. At the same time, a virtual Gucci Garden space was also available to everyone on Roblox.

For two weeks, users could experience the different dynamic garden rooms and virtually try on, purchase, and wear exclusive Gucci items.

The metaverse and DOOH advertising

DOOH networks are also working to incorporate elements of the metaverse using 3D and other interactive features. Although DOOH is known for connecting digital and physical spaces, metaverse technology takes that concept to another level.

Some examples include using AR to overlay digital ads onto physical locations, or adding DOOH screens into high-traffic metaverse platforms. Picture this: A player on Roblox is exploring a lively park with other users, then they spot a virtual DOOH ad on the sidewalk.

We’re looking forward to seeing the different ways DOOH can work with metaverse technology to create engaging campaign experiences.

Stay ahead of the curve

Whether you’ve worked with the metaverse before or you’re just starting out, we hope this overview was helpful. If you’re curious about other popular advertising trends, check out this infographic.

Want to keep up with other exciting industry content? Subscribe to the GTV Gist below for the latest news, trends, and insights.

Hispanic Heritage Month starts on September 15th to commemorate the Independence Day of several Latin American countries including Costa Rica, El Salvador, Guatemala, Honduras, and Nicaragua— with Mexico’s following on the 16th and Chile’s on the 18th.

Whether you prefer to use the term Latino, Latinx, Latine, or Hispanic— this month is all about recognizing and celebrating the community’s history, cultures, and contributions. When it comes to advertising strategy, it’s an important time for brands to reflect on how they’re connecting with Hispanic audiences.

Are your campaigns being executed in a way that feels respectful, authentic, and inclusive?

In this article, we’ll dive into five campaigns that stood out to us recently because of their thoughtful approach to Hispanic representation.

1) “Taste Takers” and “In Tune With Nature” by Toyota

Toyota worked on a new series of campaigns with their 13-year collaborator Remezcla, a Latin digital media company, which aim to connect with Hispanic consumers. By leveraging Remezcla’s storytelling and expertise in Latinx culture, the automotive brand engaged with the community in a meaningful way through fashion, nature, and togetherness.

“In Tune With Nature” follows Latine outdoor enthusiast Zavier Borja and luthiers Tomás Delgado Sr. and Jr. on a scenic adventure (luthiers are craftspeople who build or repair string instruments). The campaign gives us a glimpse into Delgado’s workshop and explores how nature inspires them and their craft.

“Taste Takers” brings stylist Keyla Marquez and singer Marinero together for some thrift shopping in LA, where they share their thoughts about how Latinx identity is expressed through clothing.

2) "On Mom's Tables Aquí y Allá” by Kellogg's

Given that Kellogg's is a long-time favorite breakfast item for Latina moms in Mexico and the United States, the brand created this campaign (”On Mom’s Tables Here and There”) to capture that emotional relationship.

Kellogg's made sure that the crew and talent involved in the creative were Hispanic, and established a collaborative space where feedback was welcome to better shape the narrative.

“Simply having actors of a particular demographic doesn't cut it,” says Chelsea Jenkins, Director of Cultural and Inclusive Marketing at Kellogg's. “The people making the ads need to be representative of the consumers we are trying to reach, and truly understand their audience.”

3) “Más Que” by Target

Target is running this Latinx-focused campaign for the second year in a row, which involves highlighting products from more than 90 creators, artists, and entrepreneurs. Their goal is to recognize Latino communities during Hispanic Heritage month and beyond.

They proudly support the community year-round through philanthropic partnerships, donations, and grants— “Más Que” (”More Than”) is meant to complement those efforts by uplifting Latino voices and brands through authentic storytelling.

One large theme within the campaign is the significance of celebrating intersectionality and diversity in the community because everyone’s experiences are very different.

4) “La Vida Más Fina” by Corona

This heritage campaign (”The Fine Life”) explores and acknowledges Corona’s deep roots in Mexican-American culture by showcasing a vibrant collection of experiences that make up the multi-faceted identity.

What really stands out about this creative is how it shows moments both big and small— from a boxer winning a match to a group of friends skateboarding around town. There’s also a Spanish rendition of “Take Me Home, Country Roads” playing in the background, which speaks to the bicultural experience many Latinos face in the states.

5) “Deja Tu Huella” by Cheetos

At the core of this Cheetos campaign is the phrase “Deja Tu Huella” (”Leave Your Mark”), which is about pushing boundaries with your unique individuality. Their goal is to rally the next generation to leave their mark on culture— whether through music, fashion, entertainment, or another field.

The campaign features Puerto Rican rapper and singer Bad Bunny (Benito Antonio Martínez Ocasio), who has become very popular among Latinx audiences because he defies gender norms and promotes inclusivity and acceptance for all types of people.

After running a similar initiative in 2021, Cheetos is giving back to Hispanic communities again this year through their $500K Deja Tu Huella Fund.

Happy Hispanic Heritage month, everyone!

We hope these campaigns gave you a better idea of what thoughtful representation looks like and inspired you to reflect on your brand’s multicultural strategy.

We often share insights and resources on all things retail, marketing, and DOOH. To keep up with our content, subscribe to our GTV Gist newsletter below.

Everyone loves a good cookie, but there's one type that’s causing all sorts of not-so-sweet drama across the internet: third-party cookies. These digital cookies, which are used by brands to track user behavior, are on the verge of being phased out.

This is a pretty big deal considering that more than 80% of marketers rely heavily on third-party cookies for advertising.

In this article, we’ll cover what you should know about third-party cookies and how your brand can prepare for a cookieless future.

What are third-party cookies?

Third-party cookies are data stored on a user's web browser by a website other than the one they’re currently visiting. Advertisers commonly use these cookies to track people’s online activity and target them with relevant ads.

However, after being used for over 20 years, third-party cookies are being phased out by major browsers due to privacy concerns. Without this data, advertisers will need to rely on different methods to target their audience, including first-party cookies.

First-party cookies vs. third-party cookies

First-party cookies are created by the website (or domain) that you’re visiting. They’re used to store information that’s specific to the site itself - such as your product browsing history, language preferences, or login details - which helps provide a better user experience.

Meanwhile, third-party cookies are mostly used for tracking, retargeting, and ad-serving.

Another key difference between first-party and third-party cookies is their availability. First-party cookies can only be accessed by the website that created them, but third-party cookies can be accessed on any website that loads a third-party server’s code/embedded content.

Basically, first-party cookies only work on a single domain, while third-party cookies track users across multiple domains.

Here are some examples for each type:

First-party cookies: When you log into a site like Apple, you’re choosing to share basic information with them, such as your email address. They can use this data to speed up your login process in the future, or even send you a follow-up email if you leave a few items in your cart.

Third-party cookies: Say you visit Apple’s site to look at a new MacBook model. Then, you go to an unrelated site later that day and notice a banner ad from Apple for that same Mac product. This ad probably ended up there because of third-party cookie data.

What about second-party cookies?

They exist, but they’re not technically cookies— simply calling them second-party data would be more accurate. Second-party “cookies” are shared from one website (which created first-party cookies) to another website through a type of data partnership or exchange.

For example, Airbnb could sell its first-party cookies (e.g. names, email addresses, the locations people are visiting) to restaurant chains so they can target audiences who are traveling to their area. This exchange would classify the information as second-party data.

The third-party cookie phase-out

The cookieless future has been on the horizon for a while, and it's finally starting to become a reality. With Safari and Firefox already blocking third-party cookies by default and Google set to do the same in 2024, the writing is on the wall for the death of the cookie.

You might be wondering, "How much will this actually impact my brand?"

If you're mostly focused on tracking visitors’ behaviors and demographics only while they're on your website, a cookieless future probably wont affect you too much. But this phase-out presents a larger challenge for brands that rely on individual tracking data for online advertising, pop-up ads, or precise audience-targeting strategies across multiple platforms.

While the loss of third-party cookies will make it more difficult for advertisers to collect data on individual users, it also presents an opportunity to move towards more privacy-centric advertising models.

How to prepare for a cookieless future

The death of the cookie is inevitable, so it's important to start thinking about how you’ll adjust your advertising strategy accordingly.

Here are a few steps that you can take to get started:

Build a first-party data strategy.
Collect as much data as possible about your customers and website visitors using first-party cookies, sign-up forms, and surveys. Applying advanced analytics to your first-party data can uncover key insights and help you design an optimized customer journey.

Leverage contextual advertising.
Target ads based on the context of the website, app, or physical location where they’re being placed rather than individual user data. At AdCast, we work with many endemic and non-endemic brands who want to reach their audience with contextually relevant campaigns in supermarkets.

Keep tabs on third-party cookie/data privacy news.
The cookieless future has been a huge topic for years— articles about a new development or alternative solution pop up all the time. Google has their Privacy Sandbox, publishers and advertisers are storing user data in “data clean rooms,” and the list goes on. Stay up-to-date so you can make the best decisions for your brand.

That’s the way the cookie crumbles

Brands are starting to feel the effects of the third-party cookie phase-out, but by making small changes today you can stay ahead of the curve and continue reaching your audience effectively.

Want to learn more about the latest industry news and resources? Subscribe to our GTV Gist newsletter below!

As retailers get ready for the holiday season, it helps to keep a pulse on how consumers are feeling. Considering economic uncertainties, inflation, and health concerns— what’s top of mind for your customers? How will they be shopping, and what products will they be prioritizing over the holidays?

Our team decided to survey 1,000 grocery shoppers across the U.S. to learn about their holiday plans and shopping behaviors, which can help retailers better prepare their stores.

Here’s a breakdown of our findings:

Most people will do a mix of in-store and online shopping

Although ecommerce plays an important role during the holidays, our survey showed that only 14% will be shopping entirely online. One key strategy for retailers will be to keep their online and in-store information updated and aligned, which will improve the overall customer experience as people switch between locations.

Shoppers will rely heavily on grocery stores

73% plan to take more grocery trips over the holidays, and 40% plan to spend more on grocery products than they usually do. That means despite economic concerns, customers will continue to seek popular holiday products and supplies from their local supermarket.

Generic brands will be in high demand

When asked about how they expect to react to inflation/economic uncertainties over the holidays, nearly half said they’ll be considering less expensive or generic brands. This is useful to keep in mind, especially for retailers who sell their own products.

More holiday insights coming soon!

This is only a portion of the survey data we collected, so keep an eye out for more resources that’ll help guide your strategy.

The AdCast team is (still) growing at super speeds, so we want to take a moment to highlight our employees by learning more about their roles, perspectives, and what makes them stand out.

In this interview, we're talking to Leah Smith: Senior Account Manager! She reflects on what draws her to account management, her typical work week, and her overall experience at GTV.

What excites you about working in account management?

I love that I get to interact both with our partners and with every team internally. Account management as a business line is an exciting team to be on at a growing company because it provides a wide look into the business as a whole.

Can you describe your typical work week?

Every week is very different, but I typically spend time:

• Onboarding new partners

• Meeting with existing partners (virtually or in-person)

• Sharing feedback with internal teams on how to improve our product and experience

• And strategizing on how to grow our existing partnerships

How would you describe AdCast's team culture?

Every colleague I’ve worked with at AdCast has been equal parts impressive and supportive. Everyone is eager to learn and help each other succeed, regardless of their role or team/department.

Also, everyone has a great sense of humor so we keep things lighthearted and entertaining 😂

Can you tell us about something you've learned during your time at AdCast?

I've learned a lot about the importance of cross-functional collaboration when building a successful business.

What's the most rewarding part of your role?

Seeing our team’s hard work pay off when our partners and prospecting partners get excited about our product is so, so cool.

Lastly, what's your favorite food?

Tex-Mex 🤠

Stay in touch with Leah!

If you want to learn more about Leah or ask any questions about her work at AdCast, connect with her on LinkedIn.

Also, did you hear? We're hiring! Check out our job listings, and reach out to us if you have any questions.

As brands and media buyers iron out their fall campaign plans, it’s important to keep a pulse on how consumers are feeling. Given that economic uncertainties, inflation, and health concerns are on the table— what’s top of mind for your audience? How and where will they be shopping over the holidays?

Our team decided to survey 1,000 grocery shoppers across the U.S. to learn about their holiday plans and shopping behaviors, which can help establish how to efficiently spend your media dollars.

Here’s a preview of our findings:

Most people prefer a mix of in-store and online shopping

Although ecommerce plays a crucial role during the holidays, our survey showed that only 14% will be shopping entirely online. Most consumers will be headed to stores in-person, especially big-box/superstores (Walmart, Target, etc.) and grocery stores. That means adding in-person touchpoints to your media mix, alongside online and mobile campaigns, will be a valuable strategy.

Grocery stores will see a huge bump in traffic

96% of consumers visit physical stores to buy groceries, and 73% say they plan to take more grocery trips over the holidays. This suggests that 1) People will be gathering frequently with their loved ones and 2) Grocery will remain a top category despite concerns about inflation. Both endemic and non-endemic brands can leverage this activity by running campaigns in supermarkets.

Shoppers are cost-conscious, but most aren’t necessarily shopping less

When asked about how they expect to react to inflation/economic uncertainties over the holidays, nearly 60% said they’re going to have stricter budgets. However, the majority either plan to spend the same amount (45%) or more (20%) on holiday shopping. Brands should be considerate of economic concerns in their messaging this fall while also determining which products their audience will prioritize.

More holiday insights coming soon!

This is only a portion of the survey data we collected.

Subscribe to our GTV Gist newsletter below to get a heads up when we publish more resources to guide your fall campaign planning.

The conversation around sustainability becomes more pressing every year, and the ad industry is more connected to it than you might expect. Brands are taking notice of conscious consumers who are increasingly interested in products and services with minimal environmental impact. But what exactly does sustainability mean within the advertising industry?

In this article, we'll dive into that relationship, explain why it’s important for brands to embrace sustainability, and share some campaign examples to inform your future strategies.

What is sustainability?

Sustainability is a societal goal to make sure we can meet today's needs on Earth without harming future generations' ability to do the same.

From a business perspective, sustainability is about operating in a way that minimizes negative impact and maximizes positive impact. That could include using recycled materials in packaging, powering operations with renewable energy, offsetting carbon emissions, and more.

Why is sustainability important for brands?

Advertisers should have sustainability on their radar because consumers are becoming more environmentally conscious each year (and that’s expected to continue). Studies show that 64% of consumers are willing to pay more for sustainable goods, and 92% say they have a more positive image of brands that support social or environmental issues.

Conscious consumers are more likely to seek out brands that share their values, and they remain loyal to those brands over time. And although many believe that only younger folks are concerned with sustainability, research shows that consumers across all generations— from Baby Boomers to Gen Z, care about this topic.

By combining action with honest messaging, you can better connect to this growing group of consumers. As more brands recognize the severity of climate change and adopt sustainable practices, we can see that it’s not only the right thing to do but also necessary to maintain a competitive advantage.

Sustainable marketing vs. greenwashing

When it comes to being a sustainable brand, there’s a fine line between talking the talk and walking the walk. Has your brand actually integrated environmental, economic, and social issues into your business operations— or do you still have a long way to go?

Consumers are good at recognizing greenwashing when they see it, which is not something you want for your brand’s reputation. One study found that most consumers mistrust brands that make environmental claims without third-party validating sources.

Sustainable marketing

Sustainable marketing means promoting socially responsible products, services, and practices to consumers. Brands from any industry or background, in addition to explicitly eco-friendly brands, can apply sustainable principles to their strategy.

Greenwashing

Greenwashing is when a brand uses advertising to make false or misleading claims about the environmental benefits of its products or services. Greenwashing misleads consumers into thinking that a product, and the brand itself, is more sustainable than it actually is.

The out-of-home (OOH) industry and sustainability

In all honesty, the OOH industry doesn’t have the best history when it comes to sustainability. Paper materials for printed signage had to be replaced frequently (oftentimes without being recycled), the ink wasn’t very eco-friendly, and early digital display models consumed a lot of energy. However, the industry has been making considerable improvements— such as shifting toward LED lighting and solar panels, recycling paper and plastic, and monitoring waste sorting.

OOH provides a compelling platform for brands to share sustainable campaigns, and there are exciting innovations happening with the rise of digital out-of-home advertising (DOOH). DOOH networks, like AdCast, have several environmental advantages, including the ability to run multiple messages sequentially without using extra materials and having digital platforms that are designed to last for years rather than weeks.

3 examples of sustainable brands and initiatives

There are many ways for brands to incorporate sustainability into their advertising strategy. Here are three examples that inspire us:

1. Patagonia

Patagonia is a clothing company that specializes in outdoor apparel, and they’re well-known for their commitment to sustainability and environmental activism.

In 2011, Patagonia published a full-page ad campaign in The New York Times telling people not to buy their jackets (talk about a bold move, right?). The campaign's purpose was to raise awareness about the environmental impacts of consumerism and encourage people to think twice before buying new clothes.

2. ECOS

ECOS is a brand that creates eco-friendly cleaning products. They take pride in producing items that are climate positive and gentle on the environment.

AdCast ran a series of green marketing campaigns for ECOS in grocery stores to promote their all-purpose cleaners, laundry detergent, and dish soap. Their “Mother and Child” campaign advertised nifty refill kits, which help consumers reduce waste.

3. Levi's

Levi's is a brand that paves the way with its sustainable initiatives. Their "Buy Better, Wear Longer" campaign highlights their ongoing efforts to drive more sustainable production practices.

It includes driving ambitious climate and water actions as well as investing in eco-friendly materials and technologies. These changes have saved over 4 billion liters of water.

Stay in touch for more insights

We hope this was a helpful primer on sustainability in the ad industry.

If you want to learn more about using DOOH to promote your brand’s sustainable messaging, subscribe to the GTV Gist newsletter below! You'll receive updates on the latest industry news, insights, and resources.

With more and more brands launching ads on digital platforms, it's important to reflect on the latest strategies to optimize your creative. Research shows that creative quality accounts for nearly 50% of campaign effectiveness, making it the single largest driver of brand impact.

What makes digital out-of-home (DOOH) advertising unique is the way it brings together digital creative and flexibility along with real-world impact.

In this guide, we'll cover five DOOH best practices that'll help your campaigns stand out and engage audiences. Plus, check out real examples of effective brand campaigns.

Here’s a preview:

1) Adjust creative for DOOH
Brands can easily repurpose creative from other platforms for DOOH by making small changes.

2) Cater to your audience
Think about the demographics of who you’re trying to target and adjust your tone to fit their experiences, local area, or interests.

3) Incorporate motion
Ads with moving elements (as opposed to still images) are great at captivating viewers while they’re outside the home.

4) Create contextually relevant content
This means your ad makes a connection to your audience’s surrounding environment or takes into account what they might be doing before or after being in that space.

5) Align DOOH with other channels
DOOH is great at amplifying other marketing channels such as social media, television, mobile, and print.

Here's the full guide (feel free to open in a new window to download and share!):

Digital Out-of-Home (DOOH) advertising can reach consumers in many different places while they’re out and about— on public transit, in shopping centers, at sports events, or even in an apartment building elevator, to name a few.

In this article, we’re highlighting a strategy that harnesses the power of location for targeted advertising: contextual creative. Research shows that contextually relevant messaging in DOOH increases effectiveness by 17% on average.

We’ll explore the basics of contextual advertising, how it’s used within DOOH, and the benefits of using it in your marketing strategy. Plus, we’ll review some real examples of contextual DOOH campaigns.

Contextual DOOH advertising, defined

In general, contextual advertising refers to placing ads on websites or other media based on a viewer’s current actions or surroundings. If someone is reading an article about exercising, for example, they might see an ad for running shoes because of the site’s topic or related keywords.

With contextual DOOH, the audience’s physical environment is what informs an ad’s targeted content. This is also a form of place-based advertising, which focuses on creating meaningful interactions with consumers in locations outside their homes.

Rather than looking at a web page’s content, marketers will consider variables such as location (city, state, neighborhood, venues, etc.), local events, traffic, weather, flight statuses, and more to create contextually relevant campaigns. This adds an engaging touchpoint to your audience’s daily routine, making it more likely that they’ll gain interest and connect with your brand.

For example, you head to the grocery store on a cold day and see a coffee brand’s ad about warming up with a freshly brewed cup. Or, an ad for an affordable car model shows up while you’re at the subway station.

It’s important to point out that a brand doesn’t necessarily have to be sold where an ad is placed, or have a direct correlation, in order to have contextual relevance. At AdCast, we work with many non-endemic brands such as Chase Freedom— who promoted their credit card with a contextual campaign that featured Kevin Hart earning cash back on fresh produce.

Contextual advertising vs. behavioral advertising

The difference between contextual and behavioral advertising can be described in two points:

• • Past (behavioral) vs. present (contextual)
• • Actions (behavioral) vs. environment (contextual)

Instead of serving ads based on the current environment, as is the case with contextual advertising, behavioral advertising is based on past actions. A consumer might see a certain ad online as a result of a landing page they visited this morning, a social post they engaged with yesterday, or even an item they purchased last week.

When it comes to behavioral DOOH campaigns, this could involve gathering aggregate behavioral data to determine when a consumer is most likely to be in a specific location. The displays will then serve ads at relevant times based on that data.

Benefits of contextual DOOH in your marketing strategy

1. Contextual content doesn’t rely on third-party data

Using third-party cookies isn’t the primary way to keep DOOH ads contextual. Instead, many DOOH ad networks rely on first-party data, which includes:

• • Location
• • Live feeds
• • Camera sensors
• • IoT beacons
• • And other sources

2. It’s easy to implement

The digital nature of DOOH advertising means it’s easy to set up different types of contextual content in the real world to see which works best. Plus, you’re free to switch out the content or make adjustments at any time in response to your campaign performance.

3. Audiences are more likely to engage with contextual content

People are more responsive to ads that speak to their surrounding environment. In fact, nearly 8 in 10 consumers said they’re more comfortable seeing contextual ads compared to behavioral ads.

Keep in mind that contextual relevance may also include considering what the consumer may be doing before, during, and after interacting with an ad.

4. It boosts campaign effectiveness

According to OOH Today, contextual DOOH advertising has a real impact on a consumer’s brand response. Ads that were relevant to a person’s location were found to increase:

• • Customer reception to the ad (+18%)
• • Spontaneous recall of the ad (+17%)
• • Sales uplift (+16%)

5. Your brand has more creative opportunities

With DOOH, you can experiment with interactive elements such as AR/VR or other trigger-based campaigns that respond to changes in weather, time of day, or events.

Here’s a pro-tip: buying programmatically can help make this process way easier. Check out our post about programmatic DOOH to learn more.

Examples of contextual DOOH campaigns

Speaking to customers in line at the grocery store

Land O’ Lakes worked with AdCast to share a contextual campaign that enticed grocery shoppers waiting in the checkout area. The ad showed a tasty dish of baked macaroni and cheese made with Land O’ Lakes shreds, tempting shoppers to leave the line and grab a bag for themselves.

Inspiring local travelers to fly to new destinations

JetBlue’s Escape the Cape campaign used digital billboards to appeal to Bostoners who were most likely traveling to Cape Cod for vacation. The ads pointed out that in the same amount of time it takes them to visit the Cape, they could fly somewhere completely different.

Offering cold beverages on hot summer days

In the United Kingdom, Smirnoff Cider launched a contextual DOOH campaign that used real-time weather data to advertise its products in various ways, depending on the conditions. The digital displays would run “normal” designs on cloudy or temperate days, but warmer days would trigger hot-weather variations of those ads to inspire more purchases.

Want to learn more about contextual DOOH?

Launching contextual campaigns in the real world is an effective marketing strategy for any brand, and DOOH’s capabilities take that impact to another level.

If you want to learn more about what DOOH can do for your brand (and keep up with cool contextual campaigns on our network), sign up for the GTV Gist newsletter below.

With global digital out-of-home (DOOH) ad spend projected to increase from 6.7 billion in 2019 to 15.9 billion in 2027, it's safe to say that DOOH is on the rise. But, with the channel still being relatively new territory for many marketers out there, there’s some confusion around how to efficiently use it in campaign strategies.

This is especially relevant to think about today as the advertising industry faces the uncertainty of inflation and a potential recession. What are the best ways to maximize the impact of your campaigns?

In this post, I’ll break down 6 best practices for brands who want to make the most out of their ad spend when using DOOH.

Why should you consider DOOH in your brand’s media mix?

We know that it’s important for brands to have a strong digital presence in order to be successful today, but consumers still value in-person experiences. More than 70% of retail purchases, and nearly 90% of grocery purchases, are still made inside a physical store. And as many people deal with digital fatigue, they’re seeking more outdoor activities and noticing OOH ads 45% more than pre-pandemic levels.

I see DOOH as an essential piece of every brand’s media mix because of the channel’s flexibility, creative potential, and capacity to make a real-world impact with the digital perks you’re used to getting from online platforms.

With DOOH, your brand can easily plan, launch, and track campaigns similar to how you would with other digital channels. There’s a growing number of demand-side platforms (DSPs) that allow brands to activate DOOH programmatically alongside other channels to simplify the process and create a holistic view of their campaign performance.

What really stands out to me in terms of DOOH’s impact is its ability to deliver mass reach and powerful brand building. As a one-to-many channel, DOOH can connect with a large audience in a cost-efficient way— all while providing brand safety and 100% viewability (no such thing as blocking or skipping ads with outdoor displays).

How to make the most out of your DOOH campaigns (aka more bang for your buck)

1) Select premium networks

Rather than simply choosing a specific DOOH venue type (such as public transit, malls, or roadside billboards) brand managers and media buyers should set up private marketplace (PMP) deals to leverage the premium networks in those venues. Venue types can hold a wide variety of displays but by setting up vendor-specific PMPs, buyers have guaranteed access to premium inventory.

These private exchanges use an automated auction to sell ad inventory, but publishers only invite a small group of advertisers to participate.

For example, Omnicom Media Group recently set up a programmatic PMP for retail DOOH screens which gave their clients preferred or exclusive access to place-based inventory close to the point-of-purchase.

2) Leverage day-parting

Similar to online campaigns, it’s important to consider what days or times would be best to run your DOOH ads. At what moments will they be most relevant and appealing to your audience? What trends do you notice in the foot traffic data around the displays?

With AdCast, brands can choose to pace their campaigns according to traffic in stores. We know that major holidays throughout the year will cause high traffic across our network, and, according to a recent study, shoppers are actually visiting more often on weekdays.

3) Gain verified impressions

Some DOOH displays feature cameras with motion or face detection to make sure each ad play is user-activated. All AdCast displays actually feature this technology.

Our system tracks every detected face (without storing images or other personally-identifying information) until they exit our display's field of view. It also captures the number of times a customer looked at our content and for how long. This means we can count verified impressions and also deliver novel engagement metrics back to our partners.

Having one-to-one impressions in the DOOH industry is one of the features that helps position the channel as an extension of other digital mediums like display, video, social, and connected TV.

4) Tailor content to your audience

When you’re creating DOOH ads, it helps to tailor your creative to the demographics in the area and consider your customer’s experiences/preferences. Those can vary widely, so be sure to spend time looking into the types of language and imagery that’ll speak to your audience.

AT&T ran a series of campaigns on AdCast that focused on the cities they advertised in to establish a sense of familiarity with their customers in the area— such as this Spanish ad in Houston, Texas.

5) Optimize your creative

I suggest reviewing DOOH creative best practices to set your campaign up for success. Here are a couple of points from one of our creative guides:

Consider contextually relevant content
Create designs that can be used depending on variables such as special events, locations, traffic, weather, flight statuses, etc. When consumers come across contextually relevant creative, they're more likely to gain interest and engage with your brand.

Adjust creative for DOOH
What works in one channel might not always work for a DOOH display. By making tweaks to your messaging, font size, or image placement you can immediately improve an ad's relevancy and better capture audiences' attention.

Incorporate motion
Ads with moving elements are proven to be more enticing than a still image, but that doesn't mean you have to create an elaborate video. “Subtle motion" is a popular technique where minimal movement is added to elements of a DOOH ad.

6) Pair DOOH with other channels

Whether you’re working on omnichannel or multi-channel campaigns, DOOH is great for boosting the effectiveness of other platforms. As a refresher:

• • Omnichannel advertising focuses heavily on the customer journey. It establishes an integrated strategy between every channel with the goal of creating a consistent brand experience.
• • Multi-channel advertising means your brand shows up in multiple channels, but each element isn’t exactly connected (in my opinion, it’s more focused on simply getting your brand in front of lots of customers).

When used together, marketing channels can complement each other and make up for what others may lack. Here are a few strategic pairings with DOOH:

• • DOOH can increase reach by up to 316% for mobile advertising and 212% for social media campaigns.
• • DOOH can drive 4 times more online search and social media activity per ad dollar spent than TV, radio, or print.

Stay in touch!

I hope this gives your brand some direction to test new strategies in your DOOH campaigns that’ll generate a higher return on investment (ROI).

To keep up with future content about all things DOOH, marketing, and retail, feel free to subscribe to our team’s GTV Gist newsletter below.

To connect with audiences across the entire shopping journey, brands need a mix of channels that can meet people where they are and create engaging experiences at each touchpoint.

Connected TV (CTV) and digital out-of-home (DOOH) have seen exponential growth since the start of 2020 because they offer a new take on traditional advertising channels, allowing brands to use more accurate audience targeting and engaging formats.

In this article, we’ll explore how the two can work together in your media mix and boost campaign performance.

Why digital out-of-home (DOOH) and connected TV (CTV)?

Before we dive into how these channels fit in your media mix, let’s review what they are and why they’re relevant for marketers today.

A CTV is a device that connects (or gets embedded) to a television to support video content streaming. Different types of CTVs include Amazon Fire TV, Apple TV, Roku, and gaming consoles like Xbox or PlayStation— which allow viewers to access online content over-the-top (OTT) of their traditional screens.

A recent survey showed that 82% of U.S. TV households have at least one CTV device. Though CTVs started emerging around 2007, there was a major surge when people were confined indoors during the pandemic. And with “cord-cutting” becoming more prominent, where customers cancel their traditional cable subscriptions in favor of CTVs, marketers are considering this channel more than ever.

Similarly, the out-of-home (OOH) industry is experiencing growth that’s expected to continue well into the future because of consumers’ renewed appreciation for in-person experiences and increased digital fatigue. With no pop-ups or interruptions to worry about, people are very receptive to OOH campaigns. DOOH, in particular, is receiving a lot of attention because it combines the perks of digital marketing with a real-world impact.

Compare and contrast: CTV and DOOH

When it comes to marketing goals, both CTV and DOOH are known to help build brand awareness and engagement. Sales lift/conversions can be achieved by both channels as well, but marketers tend to prioritize revenue as a KPI with CTV more often than with DOOH. Impressions, brand lift, and traffic (both in-person and online) are some of the most common KPIs for DOOH.

What type of formats do these channels have?

CTV uses in-stream ad formats right on people’s televisions that can play before, during, or after the main video content. Brands have the option to use interactive ad formats such as a carousel, an overlay with clickable CTAs, or a gallery of ads that allow users to select their preferences.

DOOH includes digital, dynamic screens of all sizes that are found in public spaces. These displays fit into two categories: large format (example: billboards in Times Square) or place-based (example: eye-level kiosks in a shopping mall).

Like CTV, DOOH displays are video-enabled and can accommodate CTV-length creative (some can support audio as well).

How do DOOH and CTV work together along the shopper journey?

We think of DOOH and CTV as complementary touchpoints along the shopper journey. When used together, they can help bridge the gap between building brand awareness and driving action among your target audience.

Let’s say a shoe brand is planning a new campaign and, based on their audience’s behaviors and daily routine, they decide to use a media mix of DOOH, CTV, and mobile. Their team sets up DOOH touchpoints in highly frequented locations such as street-side billboards and grocery store checkout displays to build brand awareness. Then, using anonymized IDs, they re-engage those viewers with a related CTV campaign when they’re at home.

Some CTV devices allow you to add shoppable ads or other interactive prompts that give consumers a chance to browse products on their TV screens or easily switch over to their mobile phones. Now they’re more familiar with the brand (and even have their eye on a specific pair of running shoes), but they get distracted and don’t make a purchase at that moment. A few days later, they see another ad while scrolling on social media and decide to buy the shoes.

The main takeaway here is that DOOH displays play important role in building brand awareness and reminding shoppers of the brand throughout the shopper journey, making it more likely that they’ll interact with your ads when they appear on CTV devices or elsewhere.

What will help establish a more omnichannel campaign?

Try to keep your branding consistent across every platform while also making your creative relevant to its particular marketing channel. Plus, think about how your messaging can tie together along each touchpoint to create the best experience for your audience.

3 tips to keep in mind when launching a campaign with CTV and DOOH

Whether you’re in the middle of organizing a new media mix for your brand or adding CTV and DOOH to an existing campaign, here are a few ideas that can help boost your performance:

1) Activate programmatically

Rather than making individual ad buys, consider setting up your campaign programmatically using automated exchanges. With programmatic, you can easily activate across multiple channels like DOOH and CTV (while meeting your campaign’s targeting conditions) to help create seamless omnichannel experiences. Plus, you’ll only pay for ads delivered to the right people at the right time.

2) Incorporate video or subtle motion

As digital channels, both DOOH and CTV can support video advertising— which is proven to be very effective at gaining consumer attention and promoting engagement. You can use various types of content for your campaign, including repurposed footage from another channel or related graphics with subtle movements.

3) Make your campaigns contextual

Contextual content makes a connection to your audience’s surrounding environment, and it can also take into account what they might be doing before or after being in that location. This type of campaign makes it more likely that consumers will respond positively to your brand and remember your message. What does this look like in practice?

For DOOH: picture a coffee brand reminding morning commuters at the subway to grab a cup at their nearest storefront before work.

For CTV: picture the same brand reminding consumers to restock on some ground coffee to brew at home.

Interested in learning more?

We hope this gives you a better understanding of how to use DOOH and CTV to amplify your brand’s media mix.

As a marketer, you have to constantly think about where to best reach your customers and how to improve the way they experience your brand. In our monthly newsletter, we share new resources, guides, and industry insights that can help make your job a little easier.

Subscribe below:

It’s Pride month, which means we’re seeing an influx of ad campaigns highlighting the LGBTQ+ community (some doing a better job than others).

Although we see some progress every year, queer representation in advertising and media isn’t where it should be. Discrimination also remains prevalent in our society— we’ve witnessed this in the U.S. with state legislatures advancing bills that target transgender youth, limit local protections, and ban books with LGBTQ+ characters.

When it comes to Pride campaigns, it’s encouraging to see not only a genuine celebration of queer identity but also tangible support for the community that goes beyond the month of June.

In this article, we’ll share five campaigns that stood out to us this year and dive into what makes them so impactful.

1) The World of Absolut Cocktails. Born to Mix by Absolut Vodka

In Absolut Vodka’s largest global campaign in more than a decade, they shine a light on the power of inclusivity. Our community is stronger when we bring different perspectives and identities together (and drinks, too).

Absolut has proudly supported the LGBTQ+ community for over 40 years. In honor of Pride month, they launched the Out & Open initiative, which aims to help queer bars thrive in the face of a steady decline. Be sure to check out each story on their page— for every listen, Absolut will make an additional donation to the National LGBT Chamber of Commerce.

2) The A to Z of Awesome by LEGO

LEGO kicked off Pride month with a community-centered campaign that aims to build understanding and acceptance of the LGBTQ+ community and its spectrum of identities (all the way from A to Z).

Want to participate? All you have to do is choose a word that describes your identity, build something that defines what the word means to you, then share it on social using #AtoZofAwesome.

To make a greater impact, LEGO will donate $1M to new and existing partner organizations. They’ll also continue working with international Pride festivals and LGBTQ+ groups like Workplace Pride, Open for Business, and Stonewall.

3) Feel Heard by Ugg

Ugg’s Pride campaign is meant to help everyone “Feel Heard” and feel safe enough to openly discuss the importance of mental health as well as share their stories. Their creative promotes a new all-gender Pride collection and features inspiring commentary from UGG ambassadors such as ALOK, an internationally renowned gender non-conforming writer and performance artist.

As part of the campaign, they’ll donate $125,000 to The Trevor Project, the world's largest suicide prevention and crisis intervention organization for LGBTQ+ youth.

4) NEON Pink Block Party Lemonade Pride Box by Pop-Tarts

Pop-Tarts is recognizing Pride by debuting a limited-edition NEON Pink Block Party Lemonade Pride Box, which features the vibrant and joyful designs of queer illustrator Thaddeus Coates. "The art is inspired by a summer block party and celebrates a community that doesn't prioritize fitting in over living authentically," says Coates.

"No matter how different or like an outsider you might feel, you are never alone. You belong to a beautiful, diverse and unique community of people who come from all backgrounds.”

Pop-Tarts will be giving $10,000 grants to four BIPOC LGBTQ+ partner organizations involved in the Pride campaign, and NEONxGLAAD will receive a $100,000 grant to continue accelerating acceptance for the LGBTQ+ and BIPOC communities.

5) Coming Home by Bubly

Bubly’s Pride campaign honors chosen families and the safe spaces where LGBTQ+ folks can exist together as their most authentic selves, without fear of rejection or harassment. Their short film “Coming Home” tells the story of Jac, played by musician Naomi McPherson, a nonbinary individual who’s initially nervous about entering a queer bar alone but is soon welcomed by a new friend group.

Beyond the video campaign, Bubly will also partner with the Stonewall Inn Gives Back Initiative (SIGBI) to provide $100,000 in relief to LGBTQ+ safe spaces that have struggled in the wake of the pandemic.

Happy Pride, everyone!

We hope these campaigns gave you some inspiration for future creative and community initiatives (or simply made you feel a little happier today).

We often share insights and resources on all things retail, marketing, and DOOH. To keep up with our content, subscribe to our GTV Gist newsletter below.

Last week we announced the addition of 2,600 displays to the AdCast network through our partnership with Southeastern Grocers (SEG), which is one of the largest conventional supermarket companies in the country.

A few of the leading brands we’ll be working with include Fresco y Más, Harveys Supermarket, and Winn-Dixie.

“SEG has a reputation for being open to new solutions that enhance the shopping experience for their customers,” says Marlow Nickell, our co-founder and CEO at AdCast. “We’re excited to have them join our network and expand AdCast’s footprint in the Southeast.”

With this partnership, we’re able to give brands more access to their customers in DMAs such as Miami, Jacksonville, and New Orleans. These all happen to be well-known tourist destinations, but each have their own unique qualities.

So, let's take a closer look at key audience demographics and our network's coverage in these DMAs.

Miami, Florida

Known for its sandy beaches, warm weather, and non-stop nightlife, Miami is a buzzing city full of enthusiastic tourists and locals alike.

Here's what we know about our audience in Miami:

• Age groups: The largest age group are folks between 30 and 39, where men slightly outnumber women. Those aged 50 to 59 are in second place.

• Racial composition: The Hispanic community is the clear majority in Miami at 57.3%, followed by White (29.7%) and Black populations (9.4%).

• Income levels: Miami's population leans towards income levels below 75K.

Above is a snapshot of GTV network coverage in Miami through our partnership with SEG.

Jacksonville, Florida

Jacksonville, the most populous city in the sunshine state, has fun attractions to offer on both water and land— including beautiful national parks, Jazz festivals, and ferry rides to nearby beaches.

Here's what we know about our audience in Jacksonville:

• Age groups: The two largest age groups are nearly tied and include people aged 20 to 29 and 30 to 39, with men slightly outnumbering women.

• Racial composition: The White population is the majority in Jacksonville at 54.2%, followed by Black (26.4%) and Hispanic communities (9.7%).

• Income levels: A large portion of Jacksonville's population have incomes between the 25K to 75K range.

Above is a snapshot of GTV network coverage in Jacksonville through our partnership with SEG.

New Orleans, Louisiana

New Orleans is a melting pot of French, African, and American cultures. With its annual Mardi Gras celebrations, lively music scene, and endless vampire tours, there's never a dull moment.

Here's what we know about our audience in New Orleans:

• Age groups: The largest age group are folks between 30 and 39, with those aged 20 to 29 coming in second.

• Racial composition: The White population is the majority in our current network at 48.2%, followed by Black (34.1%) and Hispanic communities (9.4%).

• Income levels: Similar to Miami, the New Orleans population leans towards income levels below 75K.

Above is a snapshot of GTV network coverage in New Orleans through our partnership with SEG.

Our network goals in the months ahead

Although these are some of the most populous DMAs in SEG's store network, they have a considerable presence throughout the Southeast— including states like Mississippi, Alabama, and Georgia.

We expect to add about 6,000 more displays by the end of 2022. Our team is looking forward to growing our network even further and making it easier for brands to launch in-store retail media campaigns.

Be the first to know about our latest expansions by subscribing to our GTV Gist newsletter below!

When was the last time you thought you were done shopping but ended up grabbing an item (or two) in the checkout aisle? What about being drawn in by an elaborate rack full of discounted products? Almost all of us have been influenced by a point-of-purchase display (POP).

For brands that aren't actually sold at the point of purchase, it still represents an opportunity to reach a buyer when they’re thinking about making a purchase (e.g. banks/credit cards advertising at the grocery store).

Adding touchpoints where people are in a shopping state of mind can make a huge impact on the way consumers engage with your brand.

In this article, we’ll delve into what point-of-purchase displays are, why they’re beneficial to brands, and what they look like in the wild.

What are point-of-purchase displays?

Point of purchase displays are printed or digital signage placed close to where customers make purchase decisions and, traditionally, close to the products they’re promoting.

Although static point-of-purchase signage is still commonly used (e.g. end caps, free-standing displays, shelf talkers), more and more brands are working with place-based digital out-of-home (DOOH) networks to reach their audience in stores.

You can find point-of-purchase displays in many retail locations including department stores, supermarkets, convenience stores, and restaurants.

Why are point-of-purchase displays important for brands?

In order to gain consumers’ attention in today’s landscape, brands need to connect with them at key points along the path to purchase— both online and in person.

Research shows that despite the rise of eCommerce, people still value the in-person shopping experience. In our recent survey, for example, we learned that 96% of shoppers visit physical stores for their groceries (with 82% visiting once a week or more).

Point of purchase screens are able to frequently engage shoppers by combining the digital perks of online advertising with the real-world impact of physical signage.

Both endemic and non-endemic brands can leverage point-of-purchase displays. AdCast often works with non-endemic brands such as AT&T who want to share their message in a space where people spend a lot of idle time. With their audience's undivided attention, they can help build awareness and encourage actions on other marketing channels.

Here are 5 reasons why brands add digital point-of-purchase displays to their marketing strategy:

1) Flexibility
Brands can easily update or switch out their creative at any point during the campaign. As an industry, we’ve learned over the past few years that being able to pivot campaign messaging at a moment’s notice is a major advantage.

Plus, if you use a DOOH network that’s available to buy programmatically, it’s even easier for your brand to set up point of purchase campaigns alongside your existing media mix.

2) Receptive audience
When people are in a physical retail environment, they’re often less distracted by other screens and are more receptive to information about new products or services.

3) Tailored campaign content
DOOH opens the door to more engaging and personalized creative for brands. A few examples include:

• Location-specific (DMA, region, or market they're running in)

• Weather-specific (Snow, rain, hot/cold, windy, pollen count, etc.)

• Contextual (Makes a connection to the locations that the ads are running in)

• Integrated technologies (AR/VR, voice activation, motion sensors, etc.)

• Animation or video

4) Improved targeting and measurement
Today, DOOH is able to target audiences and segments with both first and third-party data. By working with retailers and their first-party shopper data, brands can not only personalize their in-store campaigns but also learn more about their audience.

Regardless of whether brands use a static or digital display, one way to measure ROI is by comparing sales data from before and after a campaign is launched. But what about other performance goals and analytics?

When it comes to key metrics such as reach and impressions, traditional displays often rely on estimates. Instead, many DOOH networks use technologies like geolocation and computer vision to measure performance and attribution.

5) Sustainability
Digital point-of-purchase displays can be used to share multiple messages sequentially without needing any extra materials, and they last years longer than printed signage. Though there’s still room for improvement within the industry, brands can use DOOH to reflect a more sustainable brand strategy.

Examples of point-of-purchase displays

You’ll find point-of-purchase displays in all types of retail stores and in various locations such as the center of the store, the entrance, or near checkout. Here are three specific examples:

Shopping malls are practically guaranteed to have an audience that’s both ready to spend and prepared to encounter plenty of brand messages. Malls often feature digital displays near the point of purchase in high-foot traffic areas.

Convenience stores and gas stations often have point-of-purchase displays near the entrance or even at the gas pumps themselves, where brands can have their audience’s full attention.

Grocery stores have an audience of household decision makers and commonly use point of purchase displays near the entrance, at the checkout aisle, or next to specific department areas. AdCast displays are found at checkout, which has an average dwell time of 4.5 minutes.

Want to learn more about DOOH displays?

Now that you know a little more about the benefits of digital point-of-purchase displays, check out our DOOH best practices guide to make sure your creative is in tip-top shape.

To keep up with our latest resources and industry insights, subscribe to our GTV Gist newsletter below. Hope to see you there!