Beyond the Shelf: CPG Brands and the Power of Programmatic DOOH

Consumer packaged goods (CPG), including food, beverages, clothing, household items and makeup, require frequent replenishment by consumers of all ages and markets. This makes for a highly competitive landscape where brands must distinguish themselves from their competitors. The advent of DOOH innovation offers transformative opportunities for CPG brands to revamp their marketing strategies with dynamic content, precise targeting and real-time optimization in order to put their brand ahead of the rest.

Here are a few examples key features and popular strategies: 

Dynamic Content for Greater Engagement

The flexibility of digital screens enables CPG brands to create dynamic, engaging content that can be updated in real-time. This can range from directing customers to the nearest store location with dynamic creatives showcasing available products, or utilize data API or event triggers during specific product seasons or sales. Dynamic content not only grabs attention but also fosters a deeper connection with the audience, enhancing brand recall and engagement. A clever example of this strategy would be the campaign ran by BrewDog, the renowned Scottish craft beer brewery and pub chain, which tapped into the “hazy summer sky” weather phenomenon (an occasional occurrence in the UK’s capital city, London, during the summer season) to increase the brand awareness of their "Hazy Jane" beer.

Cross-Channel Integration for Seamless Experiences

Integrating programmatic DOOH with other digital marketing channels creates a seamless and cohesive brand experience. CPG brands can synchronize their DOOH campaigns with online ads, social media promotions and email marketing to reinforce their message across multiple touchpoints. This cross-channel synergy enhances the overall effectiveness of the marketing strategy, ensuring consistent and memorable brand interactions. When the mask mandate was dropped for public transit users in Singapore, Colgate jumped at the chance to launch their  “Free Your Smile” campaign. Not only did they activate the campaign quickly and programmatically using select key points of interest that were relevant to their target audience, but they also introduced a social media initiative via Instagram using sponsored posts to reinforce their message and widen their consumer base. By quickly leveraging a key cultural moment and programmatic DOOH, the campaign resulted in a 20% increase in brand consideration.

Performance Measurement and Optimization

One of the key advantages of programmatic DOOH is the ability to track and optimize campaign performance in real-time. Brands can observe metrics such as impressions, engagement rates and foot traffic to assess the effectiveness of their ads. Advanced analytics provide insights into consumer behavior, enabling brands to make data-driven decisions and refine their strategies for better results. This iterative approach ensures that marketing efforts are continually optimized for maximum ROI. For instance, avant-garde luxury skincare brand, Helena Rubinstein, was able to prove the success of their DOOH campaign thanks to a Footfall Lift Study (FLS), which recorded an impressive 382% increase in product awareness and a 231% uplift for new customer recruitment with the omnichannel (targeting and retargeting) approach. 

Thanks to programmatic DOOH’s ability to adapt and evolve, the channel continues to play a crucial role in the marketing arsenal of forward-thinking CPG brands, driving engagement and fostering lasting connections with consumers.