The Vital Role of Local OOH in FMCG Marketing Strategies | Clear Channel | Clear Channel
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The importance of local OOH advertising for FMCG marketing strategies

A pizza brand displaying on a bus stop poster site

We refer to things such as food, drink, and household items as fast-moving consumer goods (FMCG) - you’ve likely handled some kind of FMCG today - they’re things that are sold, bought and used in a relatively quick timeframe. It’s an industry that faces unique challenges. With the rise of digital marketing and the oversaturation of online channels, FMCG brands are constantly seeking innovative ways to connect with consumers through the hustle and bustle of this £134bn sector. One such tool is local Out of Home (OOH) advertising. Local OOH advertising can play an incredible role in FMCG advertising strategies - here’s how. 

Local OOH advertising 

LocalOOH advertising refers to marketing efforts that leverage physical advertising spaces in specific geographical areas. This can include strategically-placed billboards, bus shelters, transit ads, and digital screens. Unlike national OOH campaigns, local OOH focuses on targeting consumers within a particular region or community, making it highly relevant for any FMCG marketing strategy focusing on strengthening a brand’s presence in a particular area.

Advantages of local OOH for FMCG marketing 

Local OOH advertising offers plenty of advantages for FMCG brands, particularly when trying to reach out to and engage with consumers. 

Targeted reach and audience engagement 

One of the primary benefits of local OOH in the advertisement of FMCG products is its ability to deliver messages to a specific audience. By placing ads in locations frequented by the target demographic, FMCG brands can ensure their message is seen by those most likely to be interested in their products. This targeted approach increases the chances of engagement and drives higher conversion rates, because it can focus on specifics; who sees the ad, when they’ll be likely to see it, and what the ad may influence them to do. 

For instance, a local OOH campaign for a new lunchtime snack brand could strategically place ads near schools, universities, and public transport hubs, where young consumers will see them on their lunch breaks. This level of precision targeting is difficult to achieve with other forms of advertising - you can’t always guarantee where or when someone will check their smart phone, but you can reliably target the routes that specific audiences will take to school or work. This makes local OOH a valuable tool for FMCG advertising. 

Building brand loyalty in communities 

Local OOH advertising also plays a crucial role in building a sense of community and brand loyalty. By consistently appearing in regularly frequented locations, FMCG brands can become familiar to local consumers. This familiarity can lead to an increase in brand loyalty, as consumers are more likely to choose products from brands they recognise and trust. 

For example, a local OOH campaign for a household cleaning product could feature ads in residential areas, reinforcing the brand's presence in the daily lives of consumers. Over time, this repeated exposure can foster a strong connection between the brand and the community, driving long-term loyalty and preference. 

Amplifying FMCG sales with local OOH 

Local OOH advertising is not just about brand awareness; it can also significantly impact sales by driving foot traffic to retail locations and promoting local events and initiatives. 

A VFC chicken brand displaying outside M&S alongside a busy high street

Driving foot traffic to retail locations 

One of the most direct ways local OOH advertising can boost FMCG sales is by driving foot traffic to retail locations. Strategic placement of ads near supermarkets, convenience stores, and shopping centres can influence consumers' purchasing decisions within the limited amount of time that they are in the vicinity of these outlets. For example, the Adshel Live network is within walking distance of nearly 6,000 convenience stores and over 1,450 supermarkets.

Imagine a local OOH campaign for a popular beverage brand. The ads feature people buying the drink to refresh themselves as they shop. The sight of these ads can remind consumers to pick up the product while they themselves are out shopping, leading to impulse purchases and increased sales. 

Promoting Local Events and Initiatives 

As you might expect, local advertising is particularly useful when promoting community events. Whether it's a product launch, a sampling event, or a market day, local OOH can spread the word and encourage participation, all while reflecting positively on your brand.  


Tailoring OOH campaigns to local markets 

To maximise the impact of local OOH advertising, FMCG marketing campaigns have to be tailored to the preferences of people and communities they’ll be speaking to - as we’ve previously mentioned when speaking about trust, this level of personalisation can go a long way in endearing customers to a brand. 

Customising messaging for local audiences 

Local advertising is at its most effective when it resonates with the particularities of the audience it’s addressing - simply put, you should avoid being too generic, and try to focus on what makes your local audience unique. This means understanding the needs, interests, and cultural nuances of the community and crafting messages that speak directly to them. Using regional dialect quirks or local in-jokes can help to develop a sense of familiarity, and push the idea that whatever the FMCG product is, it’s been designed with them in mind. 

Selecting optimal locations and formats 

Choosing the right locations and formats for local OOH ads is crucial for maximising the visibility and impact of FMCG marketing. Brands should conduct thorough research to identify high-traffic areas and popular gathering spots within the target community. This could look like: 

  • Advertising energy drinks and protein snacks near gyms and leisure centres, so the people who will appreciate them the most can draw connections between the two. 

  • Advertising cleaning products near nurseries and pet shops, for people who have someone or something they need to clean up after. 

Integration with digital marketing efforts 

The goal should always be to create a seamless experience for your customers. To make the most of their local OOH marketing strategy for FMCG products, brands should integrate it with their broader digital marketing efforts across all channels. This kind of integration is used to the advantage of leading companies all over the world.  

Combining local OOH with online channels 

Local OOH may aim to target customers when they’re away from their screens, but it doesn’t hurt to make it easier for them to follow up with you at home. By integrating OOH ads with social media, mobile apps, and online content, FMCG brands can reinforce their message, boost cross-channel engagement, and drive sales. 

Tracking and measuring success 

To gauge the success of local OOH campaigns, FMCG advertising needs to be designed with tracking in mind. Food traffic, impressions, ROI, and brand awareness; these are just some of the ways in which you can measure the success of your campaign, providing a mixture of qualitative and quantitative data. 

Fast times need fast minds 

Local OOH advertising is a powerful tool for FMCG brands looking to connect with customers in new ways - trust us, we know. Despite inflation and the ongoing cost of living crisis, shoppers spent 6.2% more on FMCG at the start of this year compared to the same period in 2023 - people are still parting with their money for these essential items, whether they like it or not. This means there’s no time for slacking - get in touch to find out more about how the experts at Clear Channel can help you to engage local audiences.