The alcohol industry faces unique regulatory constraints on where and how it can advertise. Despite this, out-of-home (OOH) remains one of the most effective, compliant, and brand-building formats for such companies. This is especially so during high-consumption seasons like summer.
Why OOH Works for Alcohol Brands
OOH works for alcohol brands and companies due to the high visibility it offers within public and high-traffic environments. This form of advertising reaches alcohol consumers and potential consumers in locations that match the state of mind alcohol attracts.
There are many gatherings and groups that serve to facilitate socialization and increase friendliness among individuals. Many alcohol brands tailor the usage of their items to specific usage occasions that match the joy-seeking and fun fostering that individuals within public places are often hoping to fulfill.
Not only are alcohol brands reaching consumers in ideal locations that align with their product usage occasions, but potential consumers are outdoors more often, which gives OOH the power of increased ad impressions and overall relevance.
Strategic Summer Use Cases for OOH in the Alcohol Category
Now, random placements are effective in reaching diverse and widespread audiences, but true success is found by honing in on optimal events that directly align with usage occasions and with audiences that are most likely to engage in alcohol consumption, purchasing, or any form of interaction.
The alcohol category involves several ideal usage occasions for OOH advertisements like Festivals and events, vacation markets, points of sale in proximity, and transit hubs.
Festivals and Events
Festivals and events allow for a high level of engagement and access to audiences that are more likely to be engaging in alcohol usage occasions. This is an optimal audience to target as these individuals are seeking fun and often interact with alcohol in some way.
Vacation Markets
Vacation markets are brimming with groups of individuals who are in a vacation-oriented mindset and, so, are more likely to purchase, consume, and interact with alcohol. Alcohol is often a large part of the vacation experience, an aspect that amplifies the advertising success OOH has.
Proximity to Points of Sale
OOH, near points of sale means that a given alcohol-including message is near a location that sells alcohol (e.g., liquor stores, convenience stores, bars, etc.). OOH advertising alcohol allows viewers to take in the message while also giving them the ability to quickly act on it via a nearby location.
Transit Hubs and Systems
Bus shelters, rideshare toppers, and other forms of transit OOH ads access vast populations of tourists, commuters, and travelers who are often looking for fun and are in key decision-making environments. Oftentimes, these populations are also captive to their environments, and they are exposed to a given message for a long time.
Final Thoughts for Alcohol Brands Using OOH
The key to alcohol brands succeeding with OOH this summer and year-round is by harnessing creative visuals, lifestyle cues, and concise or minimal text. Less is more for alcohol brands. Tapping into the emotional and fun-loving side is the way to best reach potential consumers. Own the season without overspending or overstepping, and watch the success flow in!
