As the demand for electric vehicles grows, Volta’s network of EV chargers with media screens offers a valuable way to reach consumers. Brandt Hastings, President & CEO at Volta, a member of the Shell Group, talks about the benefits of DOOH.
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How can DOOH make CTV ads more impactful?
Imagine being able to remind target customers about your product — the same one you first told them about a few days ago through a CTV ad — as they are walking into a store to start shopping. That’s exactly what place-based DOOH allows you to do. These digital screens, which are located steps from store entrances, can deliver that critical reminder to shoppers before they start filling up their carts. In this way, CTV primes your audience, and DOOH gives that necessary real-world trigger that can increase the chances your product is purchased. When planning the real-world reminder portion of your campaign, however, remember to target screens that have direct proximity to the stores where your products are sold. Being as close to the store’s entrance as possible is critical as that’s one of the last moments advertisers have to influence a purchasing decision. By stitching together CTV and place-based DOOH media, you can maximize the impact of your next campaign by effectively reminding your audiences about your product in the perfect moment.
What digital innovations in DOOH media are most exciting?
I’m most excited about the evolving role of DOOH within omnichannel strategies. Every CMO understands the power of sequential messaging that guides customers along the path to purchase. I’m thrilled about the increasing number of demand-side platforms (DSPs) that now allow advertisers to seamlessly incorporate place-based DOOH screens into their campaigns, helping brands effectively reach audiences at retail locations and deliver that final message that results in a purchase.
In parallel, there are tremendous advancements being made in DOOH campaign measurement. Brands can now measure the full-funnel impact of this channel, including down-funnel metrics like incremental Return on Ad Spend (iROAS). This gives CMOs the metrics they need to compare the impact of DOOH against all other digital channels and allocate budget accordingly.
Finally, there are exciting creative innovations that are leading to more engaging DOOH campaigns. One notable trend is the incorporation of 3D creative elements, which creates visually captivating and immersive experiences that are hard to ignore. Another advancement is the use of DOOH screens as extensions of social campaigns running on TikTok or Instagram. Bringing this social video content to DOOH helps create a cohesive brand narrative across various platforms and can enhance interest in DOOH campaigns.
Can you share a Volta success story?
Volta’s ability to meaningfully drive bottom-of-the-funnel results for CPG (Consumer Packaged Goods) brands is best demonstrated through a campaign for Dole. Dole wanted to drive sales and grow its category share during the winter holidays, a key selling season. Leveraging Volta’s prominent front of store media inventory, Dole strategically highlighted multiple product offerings within their portfolio with eye-catching creative that ultimately converted shoppers into buyers. This impactful strategy yielded impressive results including a +8% sales lift, +8.5% increased category share, and 13% new buyers, according to Catalina, a shopper intelligence platform.
