How DOOH Serves Up Success in Food & Drink Marketing

With digital out-of-home (DOOH) advertising exempt from the upcoming ‘less healthy food & drink’ ad ban taking effect in October, food and drink brands have a unique opportunity to maximize their reach. IAB UK’s DOOH experts share why this high-impact medium is a recipe for success.

Why DOOH is Essential for Food & Drink Brands

DOOH has long been a go-to for food and drink brands eager to capture consumer attention at the perfect moment—whether it’s hunger striking on a commute or thirst kicking in during a warm afternoon. With real-time, data-driven targeting, DOOH ensures campaigns reach the right audience when they are most likely to engage.

With DOOH not included in the online ad ban for less healthy food and drink (LHF), brands may soon double down on this powerful medium. But how can advertisers ensure their DOOH campaigns remain creative and impactful? Here, five industry experts from IAB UK’s DOOH Community share their key ingredients for success.

1. Use Geo-Targeting & Mobile Retargeting

Diu Hoang (Global Field Marketing Director, VIOOH):

“Food and drink brands are among the top adopters of programmatic DOOH (prDOOH) due to its full-funnel effectiveness and creative impact. A great example is Magners’ ‘Secret Orchard’ campaign, which leveraged geo-targeted DOOH ads tailored to each event city, optimizing screen selection in high-indexing locations, and integrating mobile retargeting.

“This approach maximized engagement, drove event sellouts, and boosted brand purchase intent by 41%. Dynamic creatives, smart audience targeting, and real-time data make prDOOH an essential strategy for brands aiming to drive real impact.”

2. Leverage Hyper-Contextual Advertising for Deeper Engagement

Megan Bogatzki (Programmatic Director, Zoom Media):

“One standout campaign promoted plant-based eating during Veganuary, using DOOH screens in contextually relevant environments to target health-conscious consumers making New Year’s resolutions. By aligning messaging with a key food trend—plant-based diets—the campaign reached audiences when they were most motivated to change their eating habits.

“Brands should embrace hyper-contextual advertising that taps into consumer mindsets and evolving food trends. Dynamic content tailored to specific environments deepens engagement and keeps messaging fresh, relevant, and inspiring.”

3. Power Up Effectiveness with Relevant, Dynamic Creative

Donna Manderson (Senior Director, Ad Operations, Verve):

“Understanding your audience’s environment and mindset is crucial. Imagine how effective your campaign could be if dynamic creatives adapted to the temperature and time of day—offering a warm drink and pastry on a chilly morning or a happy hour special in the late afternoon.

“Enhance engagement further by integrating mobile geofencing with DOOH screens, driving consumer craveability and boosting conversions.”

4. Embrace the Power of Programmatic

Karan Singh (GM, UK, Vistar Media):

“The most successful DOOH campaigns seamlessly blend creativity and context, turning ads into timely, meaningful experiences—whether it’s breakfast promotions for commuters or refreshing drinks on a hot day.

“By embracing programmatic, brands can deliver highly relevant messaging at scale, ensuring activation at the perfect moment. Marketers should leverage automation for efficient media buying, use data for deeper consumer insights, and explore interactive formats to drive engagement.”

Final Thoughts: The Future of DOOH in Food & Drink Marketing

DOOH presents a powerful opportunity for food and drink brands to stay ahead in an increasingly competitive landscape. With precise targeting, dynamic creative capabilities, and exemption from certain ad bans, it’s clear why DOOH is becoming a go-to channel for marketers looking to serve up success.

By leveraging programmatic capabilities, geo-targeting, hyper-contextual messaging, and dynamic creatives, brands can craft compelling, high-impact campaigns that resonate with consumers when it matters most.

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