Outdoor advertising is having another moment. According to AdAge, DTC brands are now spending more money on OOH advertising than they have in recent years and quarters.
“We’re seeing a lot of brands come in now - especially DTC brands - and spend in the space,” says the founder of a large OOH advertising agency “It seems like there are a lot of brands that are coming out of nowhere that have never spent in the out-of-home space before, that are in the DTC world, that want to either test the channel or do something big in it (including Knix, Athena Club, Omnilux, Maëlys and Recess)".
DTC body care brand Curie tried its hand at hyperlocal OOH advertising for the first time in August, Founder and CEO Sarah Moret said. The brand’s outdoor media buy includes seven trucks wrapped in Curie branding circulating around large Walmart hubs such as Atlanta, Los Angeles, Dallas/Fort Worth and Bentonville, Arkansas, where Walmart is headquartered. The positioning was intentional, as the brand recently rolled out in many of Walmart’s stores.
“In talking with other DTC brand founders, we’ve heard how important it is for a brand to support its wholesale operations with marketing - which is why we decided to support our Walmart rollout with our first out-of-home brand awareness campaign. To date, we’ve relied on digital advertising - but the timing felt right to make a big splash in real life,” Moret said.
Curie allocated 10% of its marketing budget from August through the end of this year to the OOH campaign, she added. Read the full story here.