How Digital Out-of-Home Fits into Your Retail Media Strategy

The use of retail media has been catalyzed by COVID-19, but many advertisers aren't fully aware of how influential Digital Out-of-Home (DOOH) can be when used as a form of retail media. We're here to explain DOOH's role in retail media, share examples of successful campaigns, and highlight specific strategies that produce results.

Our partners at Vistar Media, the world's leading end-to-end programmatic ecosystem for DOOH, contributed some great observations, data points, and industry projections. Learn more about how they're helping marketers engage with consumers.

Table of Contents

1: A Brief History of Marketing in Retail
2: Retail Media as We Know It Today
3: 6 Reasons Why DOOH is a Key Retail Media Channel
4: Endemic vs Non-endemic Campaign Strategies
5: Why You Should Be Excited about DOOH

A Brief History of Marketing in Retail

Although the retail industry dates as far back as ancient times, the business as we know it today really began in the post-Industrial Revolution era. Marketing in retail started off by focusing on physical signage and packaging, which caught people's attention and helped them make informed decisions about products.

After the 4Ps of marketing (product, price, promotion, and place) were established in the 1950s, shopper marketing gradually developed into a crucial channel for retailers and advertisers to reach consumers while they shop to help drive awareness, consideration, and sales.

By the early 70s, retailers were adept at selling their suppliers a wide variety of media and marketing services. Shelf-positioning (known as slotting fees), weekly circular ads, end-caps, in-aisle signage, on-site demos, and cart ads were among the early stars of retail marketing.

With the internet came a huge opportunity to communicate with shoppers through websites and email, but there was some initial skepticism about its effectiveness and the concept of ecommerce. These days, it's commonplace to reach customers across multiple media channels, both online and in stores.