This summer, food and beverage advertisers are thriving with OOH. As shoppers operate within a marketplace filled with endless options and decision fatigue, food and beverage brands are taking to OOH to reach audiences on the move and have an impactful summer.
Seasonal relevance drives brand consideration
Beach trips, sporting events, festivals, and outdoor dining experiences are just some of the endless occasions summer brings, all of which create natural opportunities for food and beverage brands to connect with consumers. OOH enables advertisers to align messaging with these seasonal moments, increasing relevance while reinforcing moments when consumers are most likely to engage with the brand.
Whether generating awareness about grab-and-go snacks, seasonally themed beverages, or desserts, brands are leaning into weather-driven demand at large. Through engaging campaigns and timely messaging, advertisers demonstrate how OOH can leverage seasonal cravings to boost brand consideration during peak consumption periods.
Proximity fuels OOH advertising success
Capturing attention is just one piece of the puzzle. Food and beverage brands compete in an ultra-saturated market where new products are constantly hitting the shelves, making visibility essential. OOH extends brand presence beyond the home, reaching commuters, shoppers, diners, etc. Brands can position themselves near retail destinations, entertainment districts, and other high-traffic environments, priming audiences to consider making a purchase.
During a season filled with travel and events, repeat exposure to ads through networks that target transit hubs, tourist destinations, and other areas across cities is paramount for brands to secure a spot in consumers’ minds. By meeting consumers during their daily journeys, brands can bridge the gap between mere exposure and action. OOH can also generate revenue for brands by guiding consumers toward parallel real-life brand activations where they have an opportunity to make a purchase and engage with other offerings.
San Pellegrino
High-impact advertising influences purchases
OOH delivers high-impact advertising, helping brands build awareness and reinforce product recall, while also influencing purchasing decisions. Whether promoting a new product, driving traffic to nearby points of purchase, or differentiating from competitors, OOH can influence consumer behavior in measurable ways. According to research from The Harris Poll and OAAA, 73% who saw an OOH non-alcoholic beverage ad engaged, with 43% choosing to purchase the product or from the brand, reinforcing OOH’s ability to turn awareness into action.
OOH establishes fluidity within consumer journeys
Spider-Man/Takis
Takis and Sony Pictures teamed up ahead of the theatrical release of Spider-Man: Brand New Day to bring audiences an engaging activation on JCDecaux’s street furniture urban networks. But visibility for the film does not end there. Using OOH, advertisers can seamlessly cover distinct aspects of the consumer journey by extending campaigns from airport to street furniture networks.
Impactful airport placements create anticipation for the film before travelers even leave the terminal. However, as they transition into cities, street furniture advertising builds the momentum, turning everyday commutes into opportunities for discovery. In doing so, brands create a unified experience, establishing multiple touchpoints to ensure they stay top of mind as audiences move closer to their destination.
Sony Pictures at LAX
Sony Pictures has rolled out activations in LAX this month to promote Spider-Man: Brand New Day. Check out the immersive takeover here!