Forrester: CPG marketers use digital OOH to drive brick-and-mortar growth

Consumer packaged goods (CPG) brands want to increase in-person visits to brick-and-mortar locations, finding in-person shoppers to be more loyal and more valuable than other customers. However, they compete in crowded advertising mediums and struggle to get their messaging to consumers when it matters most — when they are most likely and able to make a purchase. 

Research from Forrester Consulting, commissioned by Waze, reveals as brands look to influence buyer behavior at critical moments, digital out-of-home advertising offers a way to target buyers within the context of their cars.

Key findings

  • CPG firms are focused on in-person shoppers to increase customer lifetime value.
    87% of CPG decision makers say increasing in-person visits to brick-and-mortar locations is a critical or high priority over the next 12 months. 93% percent say the same about increasing customer lifetime value (CLV).
  • CPG marketers expect digital out-of-home to deliver on key marketing priorities.
    Three-quarters expect digital out-of-home to increase sales volume, and a similar percentage (73%) expect the same for size of sales. This finding suggests that this emerging CPG advertising channel could significantly boost revenue.
  • Digital out-home adoption is nascent and poised to grow across CPG brands.
    More than one in five CPG marketers (22%) say they are already investing in this form of advertising, and another 44% say they are extremely likely to consider investing in the next two years.

Download the full report to learn why global marketing executives turn to digital out-of-home as a critical piece of their omnichannel strategy and why it’s become a leading category for advertising investment.

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