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Industry
Retail
Objective
A growing mobile electronics retailer set out to maximize the impact of 30 new store openings by building awareness in new markets and driving consumer engagement. To do this, Forum Communications leveraged programmatic DOOH to reach consumers throughout their daily routines with hyperlocal messaging tailored to their immediate surroundings.
Results
The campaign proved DOOH's value as a performance-driving channel within the retailer's broader media mix. The effort drove a 25% lift in SEM conversions among exposed consumers and secured DOOH a permanent role in the brand's expansion strategy.
Key Product
Demand-Side Platform (DSP)
Dialing up growth
When a mobile electronics retailer set out to open 30 new locations across the U.S., it needed a strategy built for scale. The approach had to build awareness in new markets while driving customers into stores.
Forum Communications executed the campaign for the retailer, leveraging Vistar Media to put digital out-of-home (DOOH) at the center of the expansion campaign. Designed to work hand in hand with the brand's existing search strategy, the DOOH campaign measured performance against a control group to capture the true lift that out-of-home exposure had on search conversions. Location-aware messaging across high-traffic real-world environments was a key driver in the campaign’s success, turning a passing glance into a reason to visit.
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From test to traction
The retailer already had a strong omnichannel presence across search, display, CTV and YouTube, but one gap remained: hyperlocal targeting. Forum Communications turned to Vistar’s DSP to close it, bringing DOOH into the omnichannel mix and extending the brand’s reach into the physical world.
From there, the DOOH campaign took shape across 30 U.S. markets, with test markets including Los Angeles, Phoenix, Wisconsin, the DC/Virginia Metro area and Maine. Time-based activation kept the brand top of mind throughout consumers' daily routines, with impressions running from 9 a.m. to 6 p.m. to capture key purchase decision moments from the morning commute to the afternoon errand run.
Gas Stations | Bars | Gyms | Restaurants | Office Buildings | Grocery Stores | Doctors' Offices | Residential Buildings
Tailored to the neighborhood
Ads spoke directly to the local market, surfacing the nearest store address and key neighboring retailers to ground the message in the consumer's immediate surroundings. A local deal ran alongside the creative, giving nearby consumers a reason to act – turning awareness into intent right at the point of exposure.
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Fully charged results
By integrating DOOH into their omnichannel media mix with strategic local placements, the campaign proved how one added channel could lift results across all the others.
With 730k impressions delivered and a 25% lift in SEM conversions among consumers to the DOOH ads versus those who weren’t, the numbers backed it up. What started as a test became a blueprint, and the brand has since committed to allocating 20% of each new location's budget to DOOH.