Discover how Aspall's innovative digital outdoor advertising campaign maximized sales during summer by targeting key moments and using programmatic strategies.

The Digital Evolution of Outdoor Advertising

If you’re looking for an example that demonstrates the digital evolution of outdoor advertising, then this is it. For many brands in the alcohol category, there are several elements to consider when planning how to succeed during the peak summer season. Reaching as many potential customers as possible, connecting with key drinking occasions, and supporting both on-trade and off-trade distribution is essential.

Dynamic Strategy with DOOH

Through the flexibility of Digital OOH (digital out-of-home), coupled with data-led planning and smart programmatic buying, Aspall created the perfect play to set themselves up for success. Their campaign kicked off at the start of summer with a burst of activity designed to serve a dual role.

On-trade support ensured that OOH was optimized for both their audience and distribution, while off-trade utilized a dynamic data feed to call out the nearest Tesco stockist to the poster location, helping bridge the gap between mental and physical availability.

Perfect Timing for Success

The decision to display DOOH after midday ensured further alignment with key purchase moments. Unsurprisingly, Aspall’s data shows a spike in sales during hot weather. With the British summer being typically unpredictable, the addition of programmatic OOH gave them the ability to increase their share of voice in these crucial moments throughout the summer.

This fine-tuned approach even accounted for regional variations, with manual adjustments made as average temperatures increased month on month.

Conclusion

In summary, Aspall’s campaign demonstrates how innovation in outdoor advertising, especially through DOOH, can have a significant impact on sales. By understanding billboard advertising costs, brands can plan effective strategies that maximize their market presence. So, if you’re considering investing in outdoor advertising, be sure to evaluate the available options, including billboard prices and various forms of outdoor advertising.

Why choose BM Outdoor for your outdoor advertising?

• Consumer trust: Outdoor advertising is a trusted medium for many, standing the test of time.
• Direct and captivating messages: We deliver clear and compelling messages that effectively reach your audience.
• Affordable for all: We offer options that fit all budgets and types of businesses.
• Sales team at your service: Our passionate sales team is ready to help you achieve your goals.