How to Use DOOH Advertising to Drive E-Commerce Sales

As the Founder of ATM.TV at 7-Eleven®, I’ve had the pleasure of working with numerous brands looking to harness the power of Digital-Out-Of-Home (DOOH) advertising to boost their e-commerce sales. The beauty of DOOH advertising lies in its ability to reach millions of potential customers in high-traffic areas while seamlessly integrating with their online shopping experiences. Here, I’ll share with you some of the best practices and strategies for effectively using DOOH advertising to drive e-commerce sales.

1. Target the Right Audience

To maximize the potential of DOOH advertising, it’s essential to target the right audience. With our HD screens placed above ATM units at over 8,500 participating 7-Eleven® stores, we reach more than 5 billion people per year. This diverse audience allows you to fine-tune your targeting based on demographics, interests, and location.

• Demographics: Identify your ideal customer’s age, gender, income, and other criteria to create targeted ads that resonate with them.
• Interests: Determine what hobbies, preferences, and activities your target audience enjoys and incorporate those into your messaging.
• Location: Use geo-targeting to reach potential customers in specific regions, cities, or even neighborhoods.

2. Craft Compelling Creative Content

Your DOOH ad should be visually engaging and easy to understand. Keep in mind that your audience may only have a few seconds to view your ad while at the ATM. To make your ad impactful, consider the following:

• Eye-catching visuals: Use high-quality images or videos that immediately grab attention and reflect your brand identity.
• Clear messaging: Ensure your text is concise, readable, and highlights the benefits of your product or service.
• Strong call-to-action (CTA): Inspire viewers to take action by including a clear CTA, such as visiting your website, scanning a QR code, or using a promo code.

3. Integrate Online and Offline Strategies

DOOH advertising becomes even more powerful when it’s seamlessly integrated with your online marketing efforts. Here are some ways to achieve this:

• Retargeting: Use data from your DOOH campaigns to retarget potential customers with online ads, ensuring your brand stays top of mind.
• Social media integration: Encourage social media sharing and engagement by incorporating hashtags, handles, or QR codes in your DOOH ads.
• Trackable URLs and promo codes: Use unique URLs or promo codes in your DOOH ads to track the effectiveness of your campaigns and measure ROI.

4. Test and Optimize

Just like any marketing strategy, it’s crucial to test and optimize your DOOH ads over time. Regularly review your campaign’s performance, identify areas for improvement, and make necessary adjustments to maximize its effectiveness.

• A/B testing: Test different creative elements, messaging, or targeting to identify the most effective combinations.
• Ad frequency and duration: Experiment with different ad rotation frequencies and durations to find the optimal balance for your brand.
• Monitor ROI: Track key performance indicators (KPIs) such as website visits, conversions, and e-commerce sales to ensure your DOOH ad campaigns are delivering the desired results.

By implementing these strategies, you can harness the full potential of DOOH advertising to drive e-commerce sales and grow your brand. If you’re interested in exploring the benefits of advertising with ATM.TV at 7-Eleven®, and to see if your brand meets our high approval standards, please visit http://atm.tv to get in touch with us directly.