Unwrap Festive Success With pDOOH Christmas Ads This Holiday Season
The festive season is synonymous with shopping — whether that’s for gifts, decorations, or other holiday essentials. This year, shoppers are on track to spend an average of $1,778, marking an 8% increase in year-on-year spending. During this busy period, retailers have a prime opportunity to capitalize on consumer spending.While you should be ramping up your marketing efforts during this time to boost visitors to your store — both online and in-person — one tool you may not have considered is programmatic digital-out-of-home (pDOOH) advertising. Creating a clear strategy for your DOOH advertising can allow you to target your customers at exactly the right moments, in order to drive them to your store. In this article, we’ll cover everything you should consider to supercharge festive success during this holiday season.
Boost Retail Success With pDOOH Ads
Programmatic advertising is one of the more powerful marketing tools available to businesses. It gives retail brands the opportunity to optimize the ad-buying process, by using software to automate purchases.
This software allows you to bid on ad space depending on where your target audience is at that time. This can help improve your return on ad spend (ROAS) and also ensures that your ad is appearing on as many platforms as you can afford.
Here’s how you can maximize the potential of your programmatic ads during the Christmas season:
Target the right audiences
pDOOH allows retailers to accurately reach specific demographics. Whether you’re targeting young professionals in city centers during the commute or families shopping in malls on a weekend, pDOOH ensures your message connects with the right people, at the right time, in the right place.
Respond to seasonal trends
We know that consumer behavior changes during the holidays — shoppers want to get the perfect gifts at a price that works for them. Customers are also led by their emotions more than the rest of the year, with the spirit of Christmas encouraging them to spread cheer, create lasting memories, and spend time with their loved ones.
By utilizing pDOOH advertising, you can adapt your messaging and creatives based on trending products and seasonal promotions. This ensures your campaigns always resonate with your audience, to further encourage sales.
Create omnichannel campaigns
A successful campaign blends seamlessly with all marketing touchpoints. Known as omnichannel marketing, this essentially means that all your brand messages across multiple channels and touchpoints are unified. This includes integrating all your creative ads across display, native, video, audio, CTV, and DOOH.
By integrating your pDOOH ads with other marketing channels, you will strengthen brand recall and create a seamless customer experience. You could, for example, include a QR code to your pDOOH ad so audiences can scan and be led to a dedicated landing page that guides customers through the funnel, from ad exposure to conversion
pDOOH is a powerful tool for keeping products top-of-mind as a final touchpoint before consumers make in-store purchase decisions. It enables targeting across various screen locations, including sidewalk kiosks, gas stations, malls, grocery stores, convenience stores, and even specific retail venues. This ensures your product is noticed at critical shopping moments and encourages people to remember your brand when it matters most – when it comes time to purchase.
Offer dynamic pricing
Any festive season thrives on special deals and promotions. Especially in the current economic climate, where prices are higher — and only increasing due to a global recession.
During this time, it would make sense to continually update prices, depending on sales figures and product popularity. Utilizing pDOOH ads allows you to display your real-time prices and discounts, flash sales, and limited-time offers.
This dynamic approach can create a sense of urgency to shoppers. It also targets value-conscious shoppers, who are constantly searching for the best deals.
Trigger ads based on real-time data
As well as triggering ads based on real-time prices, you can automate when your ads appear, based on factors like weather, traffic, or footfall data. For example, you may want ads for hot chocolate to appear when it’s cold and snowy outside instead of when the winter weather is more mild.
Or, you might want to trigger ads to appear on screens in the immediate vicinity of your store if you want to increase foot traffic during a busy shopping period.
The contextual relevance of each ad trigger provides an additional layer of data analysis, allowing you to spot any trends with your ads. Having as much data to sift through and analyze gives you the opportunity to optimize your ads, so they’re performing as well as they can to drive customer engagement and conversions.
Use auction packages
You can leverage auction packages to secure premium screens at optimal times for your DOOH ads. These may be kiosks within high-traffic shopping malls, screens within grocery stores at lunchtime, or screens on public transportation during rush hour.
This kind of strategic placement ensures your ads are seen by as many people as possible, allowing your message to be seen when customers are already out and about.
Manage Programmatic Campaigns With Grapeseed
Navigating the complex world of programmatic doesn’t have to be daunting. Our expert team is well-versed in creating and managing engaging pDOOH strategies that deliver results.
As the festive season quickly approaches, lean on Grapeseed Media to help drive engagement to your business, so you can stand out amongst the holiday noise.Are you ready to elevate your holiday campaigns? Get in touch with our team today to find out more about how we can help.
