With the holiday season and shopping approaching, now is the perfect time to review your marketing strategies and consider the potential of Programmatic Digital Out-of-Home (pDOOH) in shopping malls. If you’re looking for an effective way to reach your target audience when they’re most likely to purchase, this is the ideal solution.

Why Choose DOOH in Shopping Malls?

Outstanding Visibility: Imagine influencing consumers while they’re already in shopping mode. Mall visitors are already purchase-oriented, and with DOOH campaigns, you can intercept their decisions in real time. According to data, it can increase brand trust by 13% compared to brands without this exposure. Additionally, 65% of consumers take immediate action after seeing a DOOH ad, such as visiting a website or making an online purchase (Eskimi).

Purchase-Friendly Environment: Shopping malls provide a highly favorable setting for pDOOH campaigns due to visitors’ natural shopping mindset. People in malls are already in “shopping mode,” making them especially receptive to advertising messages and more likely to be influenced in their purchasing decisions.

Moreover, malls offer a controlled environment that ensures consistent ad visibility. Unlike outdoor campaigns, where weather conditions can negatively affect perception and ad effectiveness, pDOOH in malls is always visible. This guarantees message consistency and greater brand safety, as ads are not subject to interruptions or external factors, ensuring that the target audience always sees the content as intended.

In a context where visibility control is crucial to protect brand integrity and maximize effectiveness, pDOOH in malls offers a safe and stable platform for delivering ads, reducing risks associated with external environments, and ensuring the message reaches the audience without distortions.

Flexibility and Precise Targeting: One of the main strengths of DOOH, especially with Pladway, is the ability to customize messages based on context. For example, you can choose the best time slots to reach your audience or adjust the ad content based on weather conditions. Contextual ads, modified based on time or weather, can increase ad effectiveness by 17% (Eskimi).

Attention-Grabbing Visual Experiences: DOOH displays are not just screens; they are real tools for visual engagement. Dynamic content can hold the audience’s attention 60% longer than static ads (Eskimi). The combination of high resolution, video, and personalized messages makes the experience memorable for passersby.

Real-Time Measurement and Continuous Optimization: With Pladway’s advanced technology, you can monitor real-time interactions with your ads. The data collected allows you to continuously optimize your campaign, improve targeting, and increase return on investment. DOOH campaigns that use real-time data to optimize content can see a ROI increase of up to 20% (Eskimi).

Success Stories

McDonald’s “Golden Chances” in the UK: To celebrate the 10th anniversary of its Monopoly partnership, McDonald’s launched a pDOOH campaign to promote the “Golden Chances” competition. The campaign used over 200 digital screens across the country with real-time updates and regionally personalized messages. Results showed that 69% of viewers found the message relevant, and 73% said they wanted to participate in the competition. This strategy demonstrated how targeted campaigns can increase engagement and message relevance (OUTFRONT) (Outsmart Out of Home Ltd).

Weather-Reactive Campaign for McDonald’s McCafé in the UK: This campaign, launched in shopping malls during the summer months, used weather data to automatically update content based on temperature. When temperatures exceeded 22°C, the campaign promoted McDonald’s cold drinks, making the message more relevant to passersby. This campaign demonstrated the effectiveness of pDOOH in delivering dynamic, context-adaptable content (Vertical Impression).

Conclusion

pDOOH campaigns in shopping malls offer a unique opportunity to reach consumers in a highly purchase-prone context. With the ability to customize and schedule campaigns with Pladway (part of the Voilàp group), you can maximize your advertising budget’s effectiveness, ensuring your messages reach the right people, at the right time, and in the right context. Don’t miss the chance to stand out this season with targeted and innovative advertising strategies.

If you’re ready to take your advertising campaigns to the next level with DOOH in shopping malls, contact us to find out how we can help you achieve your marketing goals!