How we use DOOH in retail solutions

Today, retail media places a heavy emphasis on collecting data and building audiences at every stage of the purchase funnel, while the old reliance on print and TV is being replaced by highly targeted digital solutions. Where does DOOH fit into this brave new world? For brands that understand that first-party data can drive true omnichannel, DOOH fits perfectly into this new ecosystem… and this new ecosystem overcomes DOOH’s biggest weakness – a lack of data, especially local data and measurement.

The Vicinity Media Retail Stack ecosystem is built on Vicinity’s 4D data and offers a range of products to create touchpoints for consumers in their daily lives. Brands need to become part of consumers’ daily lives, covering the entire purchase funnel through omnichannel marketing campaigns, using hyper-local first-party data audience data.

Enhance the consumer journey with data-driven strategies:

1. Audience Segmentation: Leverage our 4D offering and proximity analytics to segment your audience based on demographics, affinities, past event engagement and store visits. This segmentation allows you to send personalized messages and targeting across mobile and DOOH channels.
2. Data Integration: By using Vicinity’s Geolytics, search queries and browsing behavior are linked to store visits, while retargeting users as they move.
3. Brand Overlap: Build on your existing retargeting strategy by identifying other stores and websites your audience frequently visits after seeing your brand’s ads.

This audience-centric strategy is in line with the principles of digital transformation and ensures long-term success and effectiveness. One of the most effective strategies to achieve this is the integration of mobile and digital out-of-home media.

Each touchpoint is part of the data collection machine that powers digital out-of-home, omnichannel and mobile, connecting products to audiences both online and offline.

• Trading Information: Digital retail solutions in the form of dynamic catalogs that engage your online or in-store audience. Offer a customized user journey with multiple calls to action such as navigation, reward registration, social sharing, download catalogs and “Ad2cart”. Individual product engagement tells us what consumers want in the market, driving targeting and audience creation.
• DealFeed In-store: In-store catalog solutions digitize your in-store customers, providing measurement of current campaigns and retargeting of future campaigns, down to a product-specific level.
• DealFeed ATL: The solution allows brands to drive consumers from traditional media such as TV or print to a retail catalogue in a specific location. Consumers simply scan a QR code to access the catalogue, providing us with measurement and retargeting capabilities.
• Digital Outdoor/Omnichannel: Using first-party data, we reach your audience on any relevant screen and stay with them from mobile to out-of-home to in-store. The complete ecosystem provides industry-leading measurement for your omnichannel campaigns. Measure your ROAS with powerful reporting on site traffic, search and visit lift, attribution, and omnichannel campaign lift.
• NearMe Daily Deals: Deals are populated in the NearMe MicroApp, integrated into top publisher sites, collecting intent data from over eight million active users.
• feedback: Real-time location-based customer feedback surveys for deeper actionable insights at the store level. Likewise, the product offers measurement and retargeting capabilities.

The Retail Stack in the Purchasing Funnel

Consumers are all in different stages of shopping, some are in the growth and loyalty stage, while others may be in the consideration stage. Clients need to retain and grow existing customers, and expand the customer base by increasing top of funnel and improving awareness. Brands need to be present throughout the purchase funnel as consumers enter and exit stages.

Take action with your audience through an omnichannel approach

• The shopping journey begins with pre-visit interactions before consumers even set foot in a physical store. Mobile advertising plays a vital role to take advantage of targeted ads, personalized messages, and CTAs.
• Previous mobile engagement allows us to retarget consumers using a dynamic catalogue DealFeed to drive your audience into your store.
• Digital Out-of-Home (DOOH) advertising has strategic hyper-local geo-location placements when consumers are heading to stores. (Digital Out-of-Home advertising on roadsides, in parking lots and within malls).
• When consumers visit a store, they can scan the DealFeed catalogue on DOOH screens within the mall.
• In-store DealFeed via QR codes allows consumers to engage with content, thereby digitizing these consumers and increasing basket size.
• Through iFeedback, consumers have the opportunity to fill out real-time customer surveys, leading to deeper actionable insights at the store level.

Digital audiences allow you to measure and use that measurement to learn and retarget your marketing campaigns. An omnichannel approach lets you track your users every step of their journey, while digital out-of-home lets you reach your target audience even when they’re not on their mobile devices.

How we measure omnichannel effectiveness using our unique analytics approach:

• Attribution Report: Attribution reports provide valuable insights into the effectiveness of each platform (DOOH + mobile) in driving users to your website and store based on your campaign goals. We can also determine the average time users spend visiting your store and website after seeing an ad on our network.
• Increased store visits: Measuring store visit lift is not limited to the event period. By continuously monitoring users in different locations across our network, we can continuously track foot traffic metrics before and during the event. This allows us to compare visit metrics and identify increases in store visits, providing valuable insights into the effectiveness of the campaign.
• Local search data: Local search data goes beyond simple aggregation of search queries. We painstakingly measure the rise and fall of search queries for the locations targeted by your campaigns. By discerning patterns in search behavior, we can determine if your campaigns are having a positive impact on brand image, while also identifying areas for improvement to ensure maximum impact. (Local search data is collected in partnership with leading location management company Location Bank and is available exclusively to Vicinity Media).
• NearMe Search DataNearMe, searches indicate that consumers have a high intent to find products or services near their location. By analyzing this data, we enhance our retargeting capabilities, allowing us to strategically engage with potential customers who are interested in local products.
• Geological breakdown: Vicinity’s Geolytics tool correlates browsing behavior on client websites with DOOH exposure, while retargeting users as they move.
• Omnichannel: With products running simultaneously in one ecosystem, advertisers can retarget users in multiple ways and personalize to each consumer. A consumer might see a mobile ad so we can retarget through the DealFeed catalog, and on their way to the store they might interact with the DOOH site through an in-mall DOOH QR code or an in-store QR code so we can retarget through mobile ads.

As media becomes increasingly fragmented, brands buy ad space from a variety of platforms, resulting in a lack of consistent tracking across these different channels. Coupled with reliance on third-party data, delivering a coherent message in an omnichannel approach becomes a daunting challenge.

Our omnichannel retail ecosystem and first-party data collection means we can find your audience in this fragmented media landscape. Each media solution in our retail stack further supports this audience data collection and enhances campaign reporting, resulting in a truly omnichannel retail campaign, powered by first-party data, that speaks to your audience at the most relevant time, across the most relevant screen, whether it’s mobile, digital out-of-home or in-store.