DOOH boards on a street corner / IAB UK

Digital out-of-home (DOOH) has long been a go-to for food and drink brands eager to capture consumer attention when hunger or thirst strikes. With real-time, data-driven targeting, it ensures campaigns reach the right people at the perfect moment. With digital out-of-home ads exempt from the ‘less healthy food & drink’ ad ban coming into force in October, IAB UK’s DOOH members dish up exclusive insights into why DOOH is a recipe for success for food and drink brands.

So what do food and drink advertisers considering a shift into DOOH need to know? And, in the attention economy, how can brands ensure their campaigns stay creative and impactful?

Here, five industry experts from IAB UK’s DOOH Community share their ingredients for success.

Diu Hoang (global field marketing director, VIOOH): “Food and drink brands are one of the most popular verticals adopting programmatic DOOH (prDOOH) for its full-funnel effectiveness and creative impact. A great example is Magners’ ‘Secret Orchard’ campaign, which used geo-targeted DOOH ads tailored to each event city, optimizing screen selection in high-indexing locations, and integrating mobile retargeting.