As technology continues to evolve, the boundaries between advertising formats blur, especially when comparing Digital Out-of-Home (DOOH) advertising and digital shopper marketing. Both leverage the power of digital technology to engage consumers, but their objectives, contexts, and tools differ significantly. One innovative approach that bridges both formats is gamification. In this blog, we explore the key differences between DOOH and digital shopper marketing and how gamification can be integrated effectively into each. This topic wil also be covered at NRF’s Big Retail Show in January 2025, book a meeting with us now!
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Digital Out-of-Home (DOOH) advertising refers to dynamic, digital advertisements displayed on screens in public spaces such as malls, train stations, airports, and billboards. These ads are typically designed to capture the attention of a broad audience and deliver brand messages in a visually compelling manner.
Key Characteristics of DOOH:
Broad Reach: Targets a diverse audience in high-traffic areas.
Contextual Relevance: Ads can be tailored based on location, time, and even weather conditions.
Dynamic Formats: Utilises video, animation, and interactive features.
Brand Awareness Focus: Primarily aimed at increasing brand visibility and recall.
What is Digital Shopper Marketing?
Digital shopper marketing focuses on engaging consumers during their shopping journey, often using digital tools to influence purchase decisions. This can include online ads, in-store digital displays, mobile apps, and personalised recommendations.
Key Characteristics of Digital Shopper Marketing:
Purchase Proximity: Targets consumers closer to the point of purchase.
Personalisation: Often tailored to individual preferences and shopping behaviour.
Action-Driven: Encourages immediate actions like adding items to a cart, redeeming offers, or completing purchases.
Multi-Channel Approach: Integrates online and offline channels to provide a seamless shopping experience
DOOH vs. Digital Shopper Marketing: The Key Differences
Audience Intent: DOOH addresses a passive audience in public spaces, while digital shopper marketing engages an active audience already in a shopping mindset.
Metrics: DOOH success is measured by impressions and reach, whereas digital shopper marketing focuses on conversions and sales uplift.
Creative Strategy: DOOH campaigns are often about storytelling and brand-building, while digital shopper marketing uses tactical messages to drive specific actions.
Location: DOOH operates in shared, open spaces, whereas digital shopper marketing often takes place in-store or online, closer to the point of sale.
The Role of Gamification in DOOH
Gamification adds an interactive layer to DOOH campaigns, turning passive viewing into active engagement. Here’s how gamification can enhance DOOH:
Interactive Screens: Passersby can play simple games on touchscreen billboards, winning prizes or unlocking discounts.
Real-Time Leaderboards: Displays can show live rankings for participants, encouraging competition and repeat interactions.
QR Code Scans: Gamified campaigns can include QR codes leading to mobile games or challenges, creating a seamless transition from offline to online engagement.
A great example of an always on quiz would be Hotel Chocolat’s ‘Love Match’ profiler, available on their website and in stores. The quiz achieved a 64% completion rate and a 9% average CTR rate on the ‘Meet Your Match’ CTA. Hotel Chocolat have since integrated the Love Match quiz into stores, emails, website campaigns and even within delivery parcels as a leaflet. ‘Love Match’ is a perfect example of how brands can insert gamification into every corner of their marketing.
Gamification is equally powerful in digital shopper marketing, as it can directly influence purchasing behaviour. Examples include:
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Reward Programs: Loyalty apps that gamify shopping by awarding points or badges for purchases, encouraging repeat visits.
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Interactive Product Displays: In-store screens where shoppers can play games to learn about product features or win instant rewards.
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Personalised Challenges: Mobile apps offering challenges based on a shopper’s preferences, such as “Buy three items from our organic range to unlock a free gift.”
Consider a grocery retailer integrating gamification into their app: users might earn points for scanning in-store QR codes, completing a trivia quiz about products, or participating in limited-time shopping challenges. Asda, one of the biggest supermarkets in the UK, are a great example. Their interactive in-app game encouraged customers to scan the app at point of sale for a chance to win rewards, boosting both engagement and sales. Asda has achieved a 10X + revenue uplift from using gamified experiences in 2023 and that success is excitingly continuing into 2024. Since launching their first experience, Asda Rewards has achieved just short of 50m gamified interactions with a consistent 80% + redemption rate. As well as data-driven insights linking to £49.3m of sales. These high reward redemptions indicate strong Customer retention and loyalty.
Bridging DOOH and Digital Shopper Marketing with Gamification
While DOOH and digital shopper marketing have distinct purposes, gamification can serve as a unifying strategy, creating memorable and engaging brand experiences across both channels.
For instance, a gamified DOOH campaign could direct participants to continue the experience on a mobile app or in-store, blending brand awareness with actionable shopper marketing.
To conclude...
DOOH and digital shopper marketing are powerful tools in a brand’s arsenal, each serving unique purposes along the consumer journey.
By incorporating gamification, brands can elevate these formats to drive deeper engagement, foster loyalty, and ultimately, boost sales. Understanding the strengths and differences of these approaches ensures campaigns are tailored for maximum impact, whether in the bustling streets or at the checkout line.