Ramadan is a highly anticipated time of the year for Muslims around the world. It is a time of reflection, prayer, and fasting, but it is also a time for family gatherings, shopping, and enjoying a wide variety of delicious foods and beverages. For FMCG owners, this presents a unique opportunity to connect with consumers and drive sales through effective advertising strategies.
One such strategy is (Digital Out-of-Home) DOOH advertising, which is a highly effective way to reach a large audience and create brand awareness. In recent years, DOOH advertising has become increasingly popular during Ramadan, as it offers a cost-effective and impactful way to engage with consumers.
Through our Moving Audiences platform, advertisers can not only identify the prominent and highly valued sites in areas with the highest concentration of traffic but also create ad-serving rules to make sure relevant messages are displayed during different times of the day.
For example, we worked with Frestea Brand in Indonesia to create a Ramadan advertising campaign that targeted consumers in areas with high pedestrian traffic. The sites chosen were within proximity to malls and residential areas, where people typically gather to break their fast. The play hours were dayparted to 2 hours (4 p.m. to 6 p.m.) for each site, which allowed Frestea to maximize its exposure during the peak hours when meal decisions are being made.
So how else can FMCG advertisers maximize their Ramadan communication strategy using DOOH advertising? Here are a few tips:
1. Tap into Location Data to Identify high-traffic areas: One of the key advantages of DOOH advertising is that it allows you to target consumers in high-traffic areas and close to points of purchase. By identifying areas where consumers gather during Ramadan, you can create a highly targeted advertising campaign that resonates with your consumers.
2. Deliver More with Dayparting: Dayparting is the practice of scheduling ads to run during specific times of the day. By dayparting your ads during peak hours, you can maximize your exposure and reach a larger audience.
3. Leverage Point of Interest Data: DOOH advertising options tend to be present near different types of venues but a lot of the focus remains on just the type and location of the screen itself. It is a good idea to understand where your audience is going after passing by DOOH sites to make advertising decisions. For example, are audiences traveling home (delivery messaging may make more sense) or going to restaurants and shopping malls (last-minute dine-in promotions would drive footfall)?
4. Be Creative and Engaging: Ramadan is a time of celebration and joy, so it is important for the messages to include some of this context. By leveraging the power of DOOH advertising, you can create visually stunning and larger-than-life imagery that immediately makes a bigger impact than small-screen creatives.
DOOH advertising is a highly effective way to drive higher sales and brand awareness for FMCG brand owners during Ramadan. By following these tips and working with a reputable DOOH advertising agency like us, you can create a highly effective advertising strategy that resonates with your target audience and helps you achieve your business objectives.
Discover how DOOH advertising can create an unforgettable Ramadan campaign for your FMCG brand. Let us help you connect with your audience and drive higher sales this festive season.