Scale Your CPG Advertising Strategy in 2025: The Synergy of DOOH + Retail Media

Digital Out-of-Home (DOOH) advertising and Retail Media Networks (RMN) work synergistically in a Consumer-Packaged Goods (CPG) advertising strategy, creating a comprehensive approach that maximizes reach, engagement, and most importantly conversion. Here’s how DOOH complements retail media:

1. Extend the Consumer Journey to Better Prime Shoppers

Stronger Awareness Drives Point-of-Sale Influence: DOOH is effective at creating brand awareness and excitement at high-traffic locations like offices, malls, transit hubs, and urban centers. It reaches consumers early in their journey, before they step into a retail environment or browse online stores. Retail media networks operate closer to the point of purchase, targeting consumers with personalized ads on e-commerce platforms or in-store digital displays. DOOH primes shoppers to engage with these more tailored messages when they’re ready to buy.

2. Targeting, Contextual Relevance and Personalization

Build a Journey from Broad Reach to Precision Messaging: DOOH delivers contextually relevant environments and messaging based on location, time of day, and audience demographics reaching a wide but targeted audience. Adding DOOH to CPG media strategies adds scale in relevant, meaningful locations especially with networks that enable brands to geofence around retail locations. Once at the store level, RMNs leverage first party shopper data to deliver highly personalized and actionable messages, ensuring continuity and relevance from the broader DOOH messaging.

3. Drive Foot Traffic and Online Conversions

Add Valuable POI Touchpoints Along the Consumer Journey: DOOH offers proximity-based targeting to effectively and efficiently drive traffic to nearby stores. Campaigns that include dynamic, location-specific content, such as promotions, QR codes or nearby store addresses drive immediate action and traffic to sellers. Once in-store, RMNs close the loop by capturing these consumers with product-specific promotions, recommendations, and discounts either in-store or online. Omnichannel consistency reinforces brand identity and promotional themes throughout the shopper’s path to purchase.

4. Enhanced Data Insights and Attribution

Better Understand the Full Consumer Journey: DOOH attribution capabilities have advanced significantly and now stand on par with other media. This performance-driven channel can deliver sophisticated, actionable metrics like store lift, SKU level data, 1^st party data ingestion, consumer behavior and more. By integrating data from DOOH and retail media networks, brands have deeper insight into the full consumer journey and can optimize campaign effectiveness.

The Synergy of DOOH + RMN

By integrating DOOH with retail media networks, CPG advertisers can effectively bridge the gap between broad awareness and targeted purchase-driving strategies, ensuring a seamless consumer journey.

Easy as 1, 2, 3:

1. Add scale with location-based DOOH strategy that broadens awareness.
2. Direct consumers to specific retailers or online platforms via QR codes or call-to-action messaging on DOOH displays.
3. Follow up with highly targeted ads on retail media networks, emphasizing discounts, product reviews, or exclusive offers.

Ready to see the difference DOOH can make? Get started with Captivate today.