In March 2020, lockdowns forced consumers to stay home and confined to their neighbourhoods, meaning local convenience stores became the go-to spot for necessities, snacks, and groceries. In May 2023, however, with stay-home orders a thing of the past, consumers’ purchasing power squeezed, and the rise of online shopping, convenience store brand marketers need to think creatively to draw in those local customers. As we enter a precarious post-pandemic world, c-store brand marketers around the country are looking to maintain the momentum of sales and foot traffic gained over the last three years.
In the spirit of marketing convenience store brands to price-conscious consumers and sustaining local customer foot traffic, TV streaming ads are a great marketing solution. With 76% of Canadians fully streaming, connected TV ads offer c-store retailers and brand marketers an opportunity to extend their reach beyond social and linear TV advertising. With easy-to-use, self-serve platforms, interactive and engaging ad formats, highly personalized targeting options, informative metrics, and campaign reporting, TV streaming offers an advertising ROI like no other channel.
Interactivity and more action-oriented placements
Linear TV is called “linear” for a reason – it’s straight forward and lacks dynamism. By comparison, TV streaming ads offer c-store marketers and advertisers a chance to create more dynamic, targeted, and engaging ads for their target consumers. For example, TV streaming ads can include features that allow users to receive details from an ad directly to a registered email using only their remote and a simple “OK” command.
Alternatively, c-store marketers and advertisers can use QR codes (which became very common during the pandemic) with their TV streaming creative, so a consumer can scan the code to learn more, get a coupon, or download an app.
These video formats run within Ad-Supported Video on Demand (AVOD) content, which often appeals to price-conscious consumers as they receive programming for free in return for light advertising – a perfect combination. Finally, features like Home Screen Action Ads, available on platforms like Roku, provide c-store marketers the ability to reach a more targeted audience before they access their channel of choice. These ad formats take up approximately one-third of a user’s screen and reach all active Roku households. While traditional advertising tells a story, with interactive TV streaming ads, your audiences can be a part of the story.
TV streaming also boasts a more engaging ad load compared to traditional 30-second linear TV spots. Streaming platforms can have up to half the typical ad load of traditional linear TV and high-impact, premium ad placements. Market research shows the lighter ad load is much more engaging for audiences.