Executing OOH with the ‘always on’ shopper in mind

Out of Home (OOH) is traditionally associated with ATL marketing and encompasses a wealth of media opportunities such as: digital and static 6, 48 and 96 sheet posters as well as advertising on the tube and rail networks, ATMs, kiosks, mobile apps and much more. As a media category, OOH is typically implemented to deliver awareness however with today’s always on shopper in mind, an important question for FMCGS is, can OOH be activated as shopper marketing, delivering awareness as well as a more direct impact on sales? Lobster firmly believe so, and below are our top tips on executing OOH with the always on shopper in mind.

The basics

1) Target activity in line with product listings

Whilst this may sound fundamental, it’s something that is widely neglected within OOH. Always book OOH in proximity to stores which sell the advertised product or brand.

2) Don’t over-support a unique store

Where OOH is implemented by panel ensure individual stores are not over-supported. When multiple panels support a single store the campaign’s cost per store increases, reducing the likelihood of ROI whilst leaving other stores completely unsupported.

3) Align with in-store activations

Make OOH work harder by aligning to promotional and secondary space activity which make the product/brand more competitive and accessible in-store.

4) Defining the right media environment

With multiple OOH opportunities available, implement only the most efficient and effective. To define this test and learn, ensuring that robust AvB analysis is possible.

Advanced tactics

1) Store targeting

Build on basic store targeting in line with unique campaign objectives e.g. consider targeting stores with high footfall to maximise awareness or target strong preforming stores from a brand perspective to drive halo and increase the likelihood of ROI.

2) Shopper targeting

There are multiple ways to target specific shoppers with OOH. For example, loyalty card data can be leveraged as well as demographic data and data around a shopper’s brand affinity, commuting and travel behaviour.

3) Time and weather targeting

Consider how time of day and weather impact your brand sales and up-weight investment within an OOH campaign accordingly.

OOH is a shopper marketing channel however detailed planning is essential to ensure maximum sales impact is delivered.