Three ways PepsiCo is getting DOOH right — What's Next is Everything

DOOH is having a moment (again) as it continues to emerge from the pandemic slump that hit the broader OOH market hard. This story covers off on some of the key benefits and highlights how PepsiCo is using the channel to strike a balance of smart targeting and scale.

PepsiCo’s approach to digital out-of-home advertising (DOOH) is rooted in regional connections, timeliness, and a deep understanding of its distinct brand audiences.
“It's really easy to think about DOOH as just being billboards,” Megan Richardson, associate manager of global media innovation at PepsiCo, said at Programmatic I/O last week. “But there are so many other elements, and so many ways for [advertisers] to be a part of the consumer journey from start to finish, whether that's just initial awareness-driving to actually being there when they're making that purchase.”
Although DOOH isn’t well-known for its personalization capabilities, PepsiCo has discovered ways to reach their consumers without it feeling invasive. The company has avoided “the creep factor,” Lucy Markowitz, said senior vice president of US demand at Vistar Media. “There's so much data that's being used in programmatic as well as the advertising space at large, that you don't ever want the consumers to feel like they've been personally targeted. It’s more about creating relationships between brand and consumer… and creating a memory that will be with them while they’re shopping.”