DOOH in Beauty and Grooming: Specs, Audiences and Inspiration
February 26th, 2020 by DOHU
Beauty and grooming locations are an ideal opportunity for brands to reach their target audience. With appointments of an hour or more, and visitors often having little other to do than look around, the audience is very receptive to on-screen messaging. For beauty and lifestyle brands, these are especially contextual environments, with messaging fitting right into the overall atmosphere of each location.
Why chose the beauty and grooming environment?
For the diverse audience
They say you are what you eat and this expression is especially true with Restobar audiences. The establishments selected for this environment are diverse and carefully evaluated to ensure that their categorization is on point. Looking for business crowds during lunchtime, vegan yogis during tea time or game day fanatics? This network will allow you to reach them and to display your advertising to consumers sharing similar states of mind.
For the targeted audience
Washrooms have between 90 to 120 seconds of prime dwell time, where consumers have very little distractions. Hence,its the perfect setting for longer and more informative creatives. This also means that metrics can be based on views and it is a very good idea to opt for a digital video strategy.
For the captive audience
The beauty of digital is its malleable nature; it’s not a simple static linear narrative anymore, creatives can be adapted to truly fit the environment they will play in. Think HTML5, sound and real-time connected screens: the possibilities to deliver contextual, intelligent and useful content are almost endless. It's possible to show relevant content based on time, weather, and holidays (anything really, you decide!) in locations where people have specific styles and well-defined interests: it’s bound to be effective.