May 22, 2022
May 29, 2024
, written by
Antonella La Carpia
These events not only capture the attention of millions of sports fans, but also provide an exceptional opportunity for major brands to communicate with consumers. In this context, indoor digital out-of-home (DOOH) strategies, are crucial for effective audience reach.
As June and July approach, we are entering a major sporting season with events such as the Olympics, Wimbledon, UEFA and the Tour de France. These events not only capture the attention of millions of sports fans, but also provide an exceptional opportunity for major brands to communicate with consumers. In this context, indoor digital out-of-home (DOOH) strategies, particularly the role of FRAMEN, are crucial for effective audience reach.
The Role of the Consumer During Major Sports Events
During this sports season, consumers will experience their media journey in different ways, influencing how brands should approach their communications. Here are some key connections:
Traveling
Many consumers will travel to watch live sporting events. Whether it's Paris for the Olympics, London for Wimbledon or other cities for UEFA and the Copa America, travel is a crucial moment to intercept consumers. As a result, strategic points for indoor DOOH campaigns include airports, train stations and petrol stations.
Watching TV in Company
Sporting events are often social occasions where friends and families get together to watch the games together. Consumers often visit supermarkets to buy food and drink during these moments. Therefore, promotions and products related to the event can be placed in supermarkets and malls, making them ideal locations for DOOH campaigns.
Discussing Results at Work
After an important game, offices often become places of discussion. Employees talk about the results with colleagues. This creates a conducive environment for indoor DOOH campaigns in common areas of corporate buildings.
Fast Food and Food Delivery
Fast food chains often promote matches with special offers. In addition, food delivery services such as Deliveroo and Just Eat, Uber eats see increased demand during matches. This trend can also be capitalised on with indoor DOOH campaigns in restaurants and pick-up points.
The Role of FRAMEN in Indoor DOOH Strategies
FRAMEN, with its advanced technology and ability to provide personalized content, plays a crucial role in indoor DOOH campaigns. Its solutions allow brands to:
• Reach the Right Audience: FRAMEN screens are distributed across more than 23 contextual categories. From airports to malls, co-working spaces to gyms, each context provides precise audience profiling information. This is crucial for a qualified return on investment.
• Capture User Attention: FRAMEN's delivery environments differ from traditional DOOH settings. Often, brand content is associated with pre-roll and post-roll editorial content that keeps consumers engaged with the screen. Moreover, places like coworking spaces or gyms have long indoor dwell times, significantly increasing the value of Opportunities to See (OTS) compared to street contexts.
• Measure Campaign Efficacy: With tools like LUMEN and Happidemics, we can measure the impact of campaigns on key branding metrics. Additionally, our creative support with AR and 3D solutions can amplify mobile touchpoints, tripling exposure.
In conclusion, the sports season of June and July offers an unprecedented opportunity for brands to connect with consumers. Indoor DOOH strategies, with the support of FRAMEN, are essential for maximizing this potential.