The Importance of Timing in DOOH Advertising Campaigns
Timing is everything, especially when it comes to advertising. As the Founder of ATM.TV at 7-Eleven®, the leading DOOH HD video advertising provider in 8,500+ U.S. 7-Eleven® stores, I’ve witnessed firsthand the impact of timing on the success of digital out-of-home (DOOH) advertising campaigns. Our platform reaches 5 billion people annually, as verified by GeoPath, and offers brands a unique opportunity to target a captive audience.
Fun Fact: 7-Eleven® operates more than 72,000 stores in 17 countries, making it the world’s largest convenience store chain.
With over 150 notable advertisers like AT&T, Goodyear, Lotto, Amazon, Hersheys, Reeses, and Chase Bank among many others benefiting from our nationwide footprint, it’s clear that the right timing can make all the difference in the world of DOOH advertising. In this article, we’ll explore the importance of timing and how to leverage it for your campaigns.
Understanding the Consumer Journey
To optimize the timing of your DOOH advertising campaigns, it’s essential to understand the consumer journey. This journey typically consists of three stages: awareness, consideration, and conversion. By aligning your ad placements with these stages, you can ensure that your message reaches consumers at the right time and place.
Awareness
The awareness stage is the beginning of the consumer journey when potential customers become aware of your brand or product. This stage is crucial for targeting new customers and expanding your reach. With our extensive network of 7-Eleven® stores, ATM.TV offers advertisers the ability to reach millions of people daily, increasing brand awareness and helping to drive sales.
Consideration
During the consideration stage, consumers have identified a need and are evaluating different brands or products to fulfill that need. Advertisers should focus on showcasing their product’s unique features and benefits during this stage. Our DOOH advertising platform at 7-Eleven® stores allows brands to engage with consumers as they make purchasing decisions, positioning your product as the solution they’re looking for.
Conversion
The conversion stage is when consumers make a purchase. To optimize for this stage, advertisers should create a sense of urgency and offer incentives to encourage immediate action. With ATM.TV at 7-Eleven®, you can leverage our high-traffic locations and captive audience to drive sales and improve your return on investment (ROI).
Did you know? 93% of U.S. adults visit a convenience store at least once a month, making it the perfect platform for reaching a diverse audience.
Timing Your Campaigns for Maximum Impact
In addition to understanding the consumer journey, it’s also important to consider the timing of your campaigns. Here are a few tips for maximizing the impact of your DOOH advertising:
Seasonality: Align your campaigns with seasonal trends and events, such as holidays, back-to-school season, or major sporting events. This can help you capitalize on increased consumer spending and drive more sales.
Dayparting: Tailor your messaging based on the time of day. For example, you might promote breakfast items in the morning and late-night snacks in the evening. This ensures that your ads are relevant to consumers’ needs at any given time.
Real-time Data: Use real-time data to inform your ad placements and messaging. With ATM.TV, you can access real-time analytics and adjust your campaigns accordingly, ensuring that your ads are reaching the right audience at the right time.
In conclusion, understanding and leveraging the importance of timing in your DOOH advertising campaigns can significantly improve their success. By aligning your ads with the consumer journey and considering factors like seasonality, dayparting, and real-time data, you can create more impactful campaigns that drive sales and boost ROI.