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The Best Medicine: Digital Out-of-Home Strategies for OTC Marketers



Aliana Heffernan

One essential sector within the CPG industry is over-the-counter (OTC) medicines. Found primarily in pharmacies, convenience stores and big box retailers, OTC items include products such as cold medicine, allergy remedies, pain relievers, decongestants and more. But with so much competition among OTC brands, how can one product stand out from the pack?

According to Vistar’s latest report with MFour, “Capitalizing on CPG: Insights for Marketers,” more than half of consumers plan their OTC purchases within the hour, or within a few hours of buying them — likely indicating that as people start to feel ill, they will visit a store immediately.

In the battle over market share, programmatic digital out-of-home and mobile media enable brands to reach audiences on the path-to-purchase and at the point-of-purchase, during these critical moments when consumers are in the midst of decision making.  

Over-the-Counter Marketing Strategies

Consider an OTC brand competing for an audience of teachers and child caretakers who want to prevent colds. When targeting these consumers, the brand could activate based off of weather triggers that indicate snowy weather, on certain days, in certain cities. Further, to amplify the impact of the campaign, marketers have the potential to leverage point-of-purchase screens at the retail locations where consumers can purchase these products. Learn how Vistar's DOOH solutions drove a 10% lift in sales for a prominent OTC Immune Booster product.

If you’re a marketer for an OTC brand, download our full report, “Capitalizing on CPG: Insights for Marketers,” to gain insights on consumer shopping habits and learn innovative strategies for your next campaign:


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