Best Practices

DOOH in Groceries: Specs, Audiences and Inspiration

by Campsite

Campsite’s grocery environment is powered by a true 21st century place-based digital network, offering a well-balanced entertaining loop of ads and branded content to customers where “a little wait” is always inescapable: the check-out line. Statistically speaking, 95% of Canadians visited a grocery store an average of 1.6 times in the past week; all of them having to make a stop at the cash register. Whether your brand is looking to drive impulse purchases, reinforce a product’s user-friendly image or simply gain notoriety, this is a location where people definitely line up to see your ad.

Environment Review

Screen Placement In front of the cash registers
AVG. Dwell Time 3:12 minutes
Proximity to Screen 2 to 4 meters
Preferred Buying Metric Cost per View (CPV)
Screen Dimension & Orientation 32” LCD landscape
Suggested Ad Creative Length

10 - 30 seconds

Why choose the groceries environment?

When asked if watching the content on these screens helps pass the time more effectively, 84% of shoppers agreed. Entertaining customers at the checkout line is the main opportunity, but keep in mind that cash register lanes are also visible throughout the grocery shopping trip. That’s right; an IPSOS study revealed that shoppers see an average of 2.5 screens during their grocery store visit. Whether the customers are doing a general stock up trip or a quick-paced pit stop, the catchy wall of HD screens will always greet them before the cashier does or suggest a product before they continue to the next aisle.

The decision-making mode

A consumer in “grocery shopping mode” is in the process of planning and actively making selections. The screens are a direct communication tool for brands, products and services to reach the primary grocery shoppers (and, chances are, the household decision makers) exactly during that decision-making process.

The local crowd

When it comes to grocery shopping, most people have a preferred location and more often than not, is close to their primary residence. This means that advertising in this environment not only allows you to stand out in the shopping experience, but gives you the opportunity to do so in a community setting as well. Whether you are looking for a suburban thirtysomething or a downtown student, you will be able to reach out to the person you are specifically looking for.

The inevitable weekly exposure

Let’s be honest, nobody needs to be convinced that most of the population regularly goes to the grocery store. This environment offers multiple opportunities to consistently communicate with primary grocery shoppers, since every customer who enters the store must go through the check-out to exit, often doing-so several times a month.

Specifications

Every supplier has slightly different screen specifications and format support, but not to worry. Just upload a HD version of your creative in the right orientation and we’ll automatically generate creatives converted to the right format and resized to fit every supplier’s specs. Please note that in this environment, the ad creative will most likely share the screen with content such as weather information and news ticker.

DIMENSIONS
1920 X 1080 pixels (width X height)

FILE FORMAT
Video (H264) and image (JPG or PNG)

FILE SIZE
Less than 50MB per 15 seconds

QUALITY
Best possible, 12 mbps maximum

AUDIO
No Audio

Inspiration

While different ads have different needs, there are some principles and guidelines that should always be observed. These examples represent the most current and efficient practices in digital out-of-home.

Perrier

Having a Garden Party this weekend? Are you thirsty after all that grocery shopping? This ad will spark interest either way! Upbeat music, warm ambiance and beautiful people having fun; who wouldn’t want to join in?

Yankees

Having a Garden Party this weekend? Are you thirsty after all that grocery shopping? This ad will spark interest either way! Upbeat music, warm ambiance and beautiful people having fun; who wouldn’t want to join in?

Twix

Twix bets on the right stuff to ensure impulsive buys; it’s raining small delicious little bits of cookies covered in caramel and milk chocolate on a beautiful golden background. We’ll take 2 bags at the check-out please.

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