Quotient Launches DOOH Retail Network

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Out-of-home and omnichannel. That’s how Quotient worked with OTC pain-relief brand Tylenol to increase brand awareness among shoppers with certain health conditions while much of the world was deep into pandemic lockdown. Quotient is a digital promotions and media technology company that helps brands and agencies develop omnichannel media and promotions strategies to drive sales. Building on that success, the company is now launching a digital OOH platform just for retailers that will enable retailers to offer brands and advertisers end-to-end planning, activation, and measurement to reach customers in the physical world.

The retailer platform includes a lot of the same applications Quotient’s current solution provides but harnesses each individual retailer’s shopper data to fuel a tailored approach for end-to-end planning, activation, and measurement.

Quotient’s DOOH DSP allows for planning and targeting to programmatically reach consumers on digital screens wherever they are and wherever they shop. Retailers can capitalize on this demand by integrating DOOH into their retail media networks. The new solution will give retailers the power to directly access and sell DOOH as a complement to their retail media offerings.

And then there’s the power of personalization in digital OOH.

“We can identify relevant screens in-store, on-site, or en route to store,” Norm Chait, Regional Vice President of DOOH at Quotient, explained. “Even many miles away that are seen, based on the data, to score higher against a particular brand or category buyer and drive more store visits and increase basket size.”

The Tylenol work ran from late August to late October 2021. Quotient tapped its vast proprietary consumer-spending data, overlaid it with location and purchase-intent data, and sprinkled that mix with third-party data to target customers with health conditions such as high blood pressure combined with knee, joint, or general arthritis pain. Because Tylenol is most recommended by doctors and hospitals to treat pain that does not require a prescription, Quotient targeted a subset of the healthcare population most likely to turn to OTC pain meds.

Lellouche said that the campaign targeted hypertension sufferers during that time because “often, people with health conditions, like high blood pressure, are unable to take certain pain relievers. Tylenol wanted to raise awareness among these consumers that Tylenol is a safe option for them to consider. Quotient’s platform enabled the sophisticated targeting required to reach consumers with these conditions in the right moment with tailored messaging.”

The campaign ran on billboards, street furniture (seating at mass-transit hubs), OOH screens, and those in retailers and gyms. It was a simple message: white letters engulfed in the Tylenol brand red. “High blood pressure and minor arthritis pain? Consider Tylenol for your pain.” Not only was the word “pain” used twice in each ad, it was accompanied by an image of a box of the product. Some ads also featured a $5 discount with the purchase of two Tylenol products for adults.

When the results came in, the brand saw a 17 percent bump in new customers and 35 percent new customers for the pain-relief category.

Ultimately, the campaign saw a robust return on ad spend (ROAS), 17% new purchasers to the brand, and 35% new purchasers to the category.

“For every ad dollar spent, the Tylenol brand saw $36.83 in sales,” Lellouche said. “For an established brand like Tylenol, the addition of new purchasers to the brand and category proved that DOOH can drive also play a role in driving growth through new acquisitions.”

Quotient has global ambitions for its DSP offering. Last November, it formed a partnership with a global DOOH ad-tech company Hivestack.

Kathleen Sampey