Pouring Success: The Power of Programmatic DOOH for Alcohol Brands

Alcoholic beverages—ranging from beer and wine to spirits—are increasingly sought after by consumers looking to elevate their experiences, and celebrate significant moments. The global market for alcoholic drinks is projected to reach $2.1 trillion by 2028. In this competitive landscape, brands must find ways to stand out and capture consumer attention both effectively and responsibly. The rise of digital out-of-home (DOOH) advertising presents a unique opportunity for brands to refresh their marketing strategies. With its ability to deliver dynamic content, target audiences on the go, and optimize campaigns in real time, DOOH enables brands to engage consumers in meaningful ways, enhancing their social gatherings and celebrations with family and friends.

Here are a few strategies marketers can use to amplify their brand during key time periods:

Geolocation:

A highly effective tool for alcohol brands to activate geolocation targeting, enabling them to reach consumers at key locations and points of interest (POI) such as retail stores, bars, restaurants, events like conferences, sporting matches, concerts, and even along popular transportation routes. By targeting consumers in relevant locations, alcohol brands can deliver timely, contextually relevant messaging that drives both engagement and sales.

Custom Audience Targeting 

Brands can look to fine-tune their advertising strategy by creating tailored audience segments, ensuring maximum relevance and engagement with consumers of legal drinking age. By leveraging both first- and third-party data, brands can connect with their ideal audience more effectively. A great example of this is White Claw, the North American hard seltzer brand used targeted strategies to boost brand awareness and drive consideration among their core demographic.

Dynamic Creative Optimization 

Alcohol brands can display responsible messaging at key moments, directing customers to the nearest store location with creatives showcasing available products, or utilize weather forecasts during specific product sales. An example of this was done by BrewDog, the renowned Scottish craft beer brewery and pub chain, who looked to increase the brand awareness of their "Hazy Jane" beer by tapping into the “hazy summer sky” weather phenomenon, an occasional occurrence in the UK’s capital city, London, during the summer season. 

Programmatic Digital Out-of-Home (DOOH) is more than just a new advertising channel for alcoholic brands — it’s a powerful way to engage with consumers at the right place and time. By using data-driven insights and real-time ad placement, alcoholic brands can ensure their messages reach the right audience when they’re most likely to make a purchase, increasing brand visibility and driving sales.

Curious how programmatic DOOH can elevate your next campaign and boost your brand’s impact? Let’s connect!