Taking on allergy season with DOOH advertising
There's no better way to reach audiences with outdoor allergies than by leveraging out-of-home (OOH) advertising. While consumers are out and about and dealing with the side effects of allergens, an over-the-counter allergy relief brand utilized digital out-of-home advertising (DOOH) to position themselves in key moments throughout consumers’ day.
More than a quarter of the U.S. population deals with seasonal allergies, and that number is expected to rise in the coming years. We’re breaking down the strategy behind this advertiser’s DOOH campaign.
Connecting with audiences in the moments that matter
The DOOH campaign flight dates were March 24th through April 28th, 2024. Two Screnverse outdoor urban panel networks, Smartify Media and Corner Media, were included in the campaign to capture attention and increase reach in high-traffic, relevant outdoor locations. The majority of these digital urban panels were located in large shopping centers and busy areas throughout Los Angeles, Boston, and other cities. With most of these screens being outdoor-facing, consumers experiencing symptoms of outdoor allergies saw an advertisement with the solution they needed—allergy relief.
Allergy relief campaign breakdown
With pollen counts up 20% from recent years, more people are being affected than ever before. Common allergy symptoms include sneezing, itchy, watery eyes, and a runny nose. For those dealing with these symptoms, being outside during peak pollen season can be uncomfortable and often irritating. If only they had a clear solution to relieve them of their troubles.
At the start of allergy season in March, the advertiser launched two OOH campaigns, each targeting key audiences for their products. The first campaign targeted adults between the ages of 24 and 34 and 45 and 54, and the second was focused on pediatric consumers and targeted parents aged 35 and 54. The campaigns featured a variety of video advertisements that mimicked content from social media platforms with trendy dancing and direct messaging.
The first campaign promoted a 12-hour allergy solution that also serves as a nasal decongestant to provide maximum relief. Traditionally, younger adults (ages 24 to 34) are open to exploring new brands, especially if they are experiencing allergy symptoms for the first time. Meanwhile, adults in the 45 to 54 age group, who remain loyal to brands and often juggle busy schedules, may need a reminder to restock their allergy medicine when symptoms flare up. The video for this campaign showcased a young man walking his dog through a park, enjoying the spring weather allergy-free.
The pediatric campaign featured a chewable option for ages 2 and up, with a focus on its non-drowsy formula. The ad showed a family playing outside with their energetic child and two worry-free parents who have found an allergy solution that keeps their child symptom-free without drowsiness.
These advertisements ran across major cities at the height of allergy season, such as Atlanta, GA; Boston, MA; Chicago, IL; Dallas, TX; Los Angeles, CA; and Houston, TX.
The digital screens were strategically positioned near pharmacies and major retailers, so just as they spot the ad, they’re a few steps away from grabbing the advertisers product. With a clear call-to-action, it’s the perfect reminder to pop in and stock up.
Data-Driven Relief: How advertisers measure success
This study measured various metrics, including impressions, brand awareness, and purchase intent.
Using location data, exposed and control groups were established based on who viewed the digital ad, and their patterns were analyzed based on the actions taken post-campaign. The campaign’s measurement was based on actions such as visits to the advertiser’s website, trips to stores where the product is sold, and actual purchases, among other factors.
How to achieve clear results
True to their goal, the advertiser saw a substantial lift in bottom-of-funnel conversions for the adult and pediatric campaigns. The campaign was a success, achieving 33 million impressions. With a data-driven approach, the pharmaceutical company used OOH advertising to help people put down their tissues and take action for allergy relief.
The adult-focused campaign showed an 11% increase in purchase intent and a 16.7% increase in brand favorability for adults between the ages of 25 and 34, proving they connected with the brand and messaging on a deeper level. Next time their allergies flare, it’s not hard to guess who they’ll turn to based on these results.
The pediatric campaign targeted parents with young children and achieved both upper and lower funnel lifts. While most parents between 35 and 54 were already familiar with the brand, this DOOH campaign made them stop and rethink what’s best for their kids. It went beyond brand recognition—the approach was about getting parents to understand the benefits the product offers for their children.
Spring into action with how they did it
With allergy season peaking between March and May, this campaign was planned to capitalize on real-time contextual data, resulting in its success. By advertising on outdoor panels and using location data, the advertiser could meet consumers exactly where they were in their daily routines. This strategy directly contributed to higher engagement and increased conversions.
DOOH Success: a breath of fresh air
For one of the largest pharmaceutical and biomedical companies, brand recognition isn’t the challenge—it’s getting consumers to pause in their busy days and take notice. DOOH offers a unique solution to this problem by meeting key audiences wherever they are—especially if they’re outside experiencing allergy symptoms.
These campaigns show that with the right mix of data, timing, and planning, DOOH can significantly impact a brand's omnichannel marketing strategy.
Ready to achieve clear results on your next OOH campaign? Contact us to learn more about programmatic and measurement capabilities, our DOOH inventory, and how to get started today.
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