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 during Ramadan has become increasingly popular, as it offers a cost-effective and impactful way to engage with consumers.
Through our Moving Audiences Xchange 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 ensure relevant messages are displayed during different times of the day.
For example, we worked with Frestea Brand to create Ramadan advertising campaigns in Indonesia 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 day-parted 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.
Now, how else can FMCG advertisers maximize their Ramadan communication strategy using DOOH advertising? Here are a few valuable tips:
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 nearby 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.
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 when they are most receptive to your messaging.
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 informed 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)?
Be Creative and Engaging: Ramadan is a time of celebration and joy, so it is important for the messaging 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.
Integrate with Other Channels: To maximize the impact of your Ramadan DOOH campaign, consider integrating it with other marketing channels such as social media, influencer partnerships, and in-store promotions. This omnichannel approach ensures that your brand message is consistently reinforced across multiple touchpoints, increasing brand recall and engagement.
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 Moving Walls, you can create a highly effective advertising strategy that resonates with your target audience and helps you achieve your business objectives.
At Moving Walls, we understand the nuances of Ramadan advertising and how to leverage DOOH to its fullest potential. Our advanced audience intelligence and campaign optimization tools ensure that your ads are delivered to the right people, at the right time, and in the right context.
One of our recent success stories involved a leading beverage brand that partnered with us for their Ramadan DOOH campaign. By combining location-based targeting with dayparting and contextual data insights, we identified high-traffic areas near mosques, shopping malls, and residential neighborhoods during prime evening hours. Dynamic digital billboards displayed visually captivating creatives, driving brand awareness and consideration. The campaign resulted in over 3 million impressions and a significant uplift in sales during the Ramadan period.
Discover how DOOH advertising can create an unforgettable Ramadan marketing strategy for your FMCG brand. Let Moving Walls help you connect with your audience and drive higher sales this festive season.
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