With the continued decline in Press readership, could Aldi amplify their press messages using digital Out-of-Home (OOH)?
Newspapers are an important media channel for all grocers – and Aldi is no exception.
Yet print readership is in terminal decline, meaning Aldi’s sales activation messages are reaching less and less people.
Could the flexibility of digital OOH be used to mirror Aldi’s press activity – and amplify the message?
Digital OOH reached new grocery shoppers for Aldi. Of the people exposed to Aldi’s DOOH ad, 80% hadn’t seen the Press ad.
Top of Mind Brand Awareness was 35% higher than Press readers, with less grocer competition in DOOH helping Aldi achieve stand-out.
Digital OOH performance was on par with Press – with 2 in 3 people who recalled the ad spontaneously remembering the product message.
Intention to visit store increased 9% among people exposed to both digital OOH and Press.