Why Wine Wars’ Weapon of Choice is OOH
OOH Fast Facts
geekOUT —Fast Facts Friday
OOH! WINE WARS
Out of home advertising isn’t just a great way to interact with wine drinkers as they go about their day – wine drinkers are paying attention to the channel! According to Simmons, consumers who drink wine are 13% more likely to say they notice #OOH advertising than the total US population.
There’s currently a billboard wine war waging in Louisville, KY. https://insiderlouisville.com/economy/billboard-battle-brewing-liquor-barn-takes-jab-at-the-competition/
When Total Wine placed a billboard near an existing Liquor Barn billboard with the message that “It’s worth the drive,” Liquor Barn upped the stakes. They changed the copy on their billboard to read “Don’t Drive…We Deliver.”
Friendly competition aside – they both may come out winners with their campaigns. According to data from Geopath’s new Insights Suite, inventory along that stretch of I-71 are perfect for reaching consumers who enjoy a bottle of red or a bottle of white. In fact, audiences exposed to OOH ads along that corridor are 7-14% more likely to say that they are “Willing to spend more for a quality bottle of wine” than the total population of the Louisville DMA.
And this makes sense! Zip codes to the North and East of the city center are spending significantly more on wine every year than the average consumer – and they would be driving right down I-71 to get into the city. In fact, the average household in 40059 spent 140% more on wine last year than the national average.
Liquor Barn is on to something with its “delivery” messaging. According to Geopath – audiences seeing ads on that corridor are 23% more likely than other residents of the DMA to say they’ve bought for wine online in the last 12 months.