Monday, June 5, 2023

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    DoorDash ups digital OOH marketing spend to boost recruitment

    DoorDash is investing more of its marketing dollars in digital out-of-home advertising as the summer season approaches. The food delivery platform hopes to get more people interested in becoming DoorDashers in low-participation cities where there aren’t many people using DoorDash as a source of income.

    Molly Elliot, Doordash’s associate manager and growth strategy driver, said the company tested digital OOH last fall as a means of addressing the challenges of hiring new DoorDashers in San Francisco, Washington, D.C., Atlanta, Detroit, Miami, Baltimore, Louisville and New Orleans.

    As the company spends more on digital OOH, it’s leveraging a variety of display types to maintain an ongoing brand presence, including large-format OOH and place-based advertising focused on locations where local consumers would be likely to spend time, such as billboards, urban panels, airports, bus shelters, train stations, gyms, colleges and universities, and gas stations.

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