Brands leverage supermarket DOOH to tap into shopper audiences, boost sales
By Felicia Nwosu
Brands are increasingly turning to supermarket Digital Out-of-Home (DOOH) advertising to engage with shopper audiences and reach incremental customers in a highly competitive retail landscape. Industry experts in the out-of-home landscape at different fora and interviews have shared how this effective tool is impacting brands growth. They believe that DOOH is revolutionizing how brands connect with consumers at the point of purchase, offering a fresh and dynamic approach to retail media.
They noted that as brands continue to explore supermarket DOOH, industry leaders believe that this medium holds great potential to connect with consumers in meaningful ways, offering a dynamic platform that drives both awareness and sales. With the right content, strategic placement, and data-driven insights, brands can leverage DOOH to unlock incremental growth and solidify their presence in the retail space.
Sola Akinsiku, President of the Out-of-Home Advertising Association, emphasized the role of DOOH in enhancing brand visibility and recognition. He believes that out-of-home advertising remains a powerful tool in Nigeria, capturing the attention of commuters, pedestrians, and residents across cities and towns.
Akinsiku acknowledged that OOH provides a visual representation of the brand’s presence, reinforcing brand recognition and delivering on its promise.
Abunene Omo-Kingsley, Vice President of the Out-of-Home Advertising Association of Nigeria (OAAN), points out that the activities of media buyers have contributed to a reduction in the out-of-home media share, leading to a shrinking market. To reverse this trend, Omo-Kingsley advocates for the strategic placement of content specifically tailored for brands.
“The content created for brands in the DOOH space must tell their story, establishing stronger connections and engagement with consumers,” he explained. He urged professionals to leverage data to determine what type of content resonates with audiences, where they consume it, and when it is most effective.”
Wale Adegoke, CEO of Nimbus Media Ltd and a renowned DOOH expert, whose agency is immensely leveraging this platform across various shopping malls emphasized the flexibility of digital screens in tailoring campaign messages for specific stores and locations. He highlighted how Nimbus is already leveraging it and how brands are also creatively utilizing supermarket DOOH to drive brand awareness and sales, particularly in the fast-moving consumer goods (FMCG) sector, where precision targeting is crucial.
He explained how the digital screens allow brands to customize their content based on the store location, different times of the day, or ongoing promotions. He added that the strategic positioning of these screens outside supermarkets provides maximum visibility and builds brand recall, creating a lasting impression.
Other industry experts agree that a multichannel media strategy offers the most impact, especially as physical stores still play a critical role in generating reach at scale. They highlighted that the choice is not between physical or digital media but about using a blend of channels to target millions of customers intentionally and effectively.
Noting that with supermarket DOOH, brands can reach a wide audience, and research shows that consumers exposed to multiple channels tend to spend more. They alluded that those exposed to four or more channels convert nearly four times higher than those exposed to only one, and they are less likely to be distracted by other screens.
They attested that the future lies in its integration with other digital channels, using data and analytics to create seamless, personalized consumer experiences, adding that the future of DOOH buying will empower advertisers and board owners alike through real-time auctions, data-driven targeting, and dynamic creative content.
They also pointed to the untapped potential for brands that master a holistic approach to retail media, affirming that by integrating both online and offline channels, brands can create a closed loop that connects shoppers’ media exposure to their purchasing behaviors, making it easier to demonstrate Return on Advertising Spend (ROAS).
They therefore unanimously agreed that DOOH in supermarkets offers a unique opportunity to bridge the gap between media exposure and actual sales, positioning it as a highly effective form of marketing.
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