How Bridging the Physical and Digital Worlds With Creator Content is Revolutionizing Retail Advertising
There’s no denying it: consumers are constantly interacting with social platforms, engaging with creators, and exploring virtual spaces. However, while marketers and brands have been hyperfocused on building a digital presence, the convergence of the digital and physical worlds has been happening, especially when it comes to how consumers shop. Retail media is being redefined, offering brands unprecedented opportunities to bring digital content to life in real-world spaces.
DOOH and the Physical Retail Experience
Digital billboards, interactive augmented reality (AR) displays, and other innovations have been reshaping the digital out-of-home (DOOH) landscape for some time. What was once static is now dynamic, with physical spaces transforming into canvases for digital experiences. Imagine a building covered with branded AR effects, where passersby can point their phone and interact with a campaign in real time. This isn’t a futuristic vision — it’s happening now, with brands experimenting on the next layer of interactive, digital content integrated into physical environments.
TiKTok recently announced its latest Out of Phone: Retail offering (within which DIVE is proudly a partner), which brings TikTok content directly into retail stores. These retail screens showcase branded or creator-driven TikTok content, interactive quizzes, and even links to TikTok Shop. Retail giants such as Sephora are already testing these new retail experiences to offer an “always-on” program that runs social content directly into physical locations. By doing so, they’re blending the digital and physical, creating seamless brand experiences that follow the customer journey from online discovery to in-store interaction.
The Gen Z Shopping Factor
For marketers, the question remains: How do we capture the attention of Gen Z, a demographic that spends more time on TikTok and YouTube than in front of traditional advertising mediums? The answer lies in curating content from the digital to physical worlds in ways that cater to Gen Z’s digital-first, interactive lifestyle.
Gen Z consumes media in bite-sized, dynamic formats, and their shopping experiences mirror this, making it essential for brands to rethink how they engage this audience in retail environments. When Gen Z enters physical spaces, they expect more than just traditional ads — they’re looking for immersive, interactive and shareable experiences that reflect the content they engage with online. Pop-up billboards and retail ad tech solutions such as digital displays or interactive screens are the perfect answer to this shift. These technologies allow brands to move beyond passive advertising, integrating digital content directly into the shopping journey and fostering active engagement that feels natural and native to the retail environment. Whether through interactive quizzes, creator-led content or gamified experiences, brands can seamlessly blend advertising into the retail space, offering a dynamic, connected experience that resonates with this digital-first generation.
That’s where the integration of social media experiences into DOOH comes in. Retail activations, for example, can feature influencer content, TikTok clips, or live polls that allow for real-time interaction. By curating these environments with social content, brands can create immersive experiences that resonate and are worth sharing.
A New Era for Retail Advertising
Ultimately, bringing creator and social content into physical spaces offers brands a powerful way to extend their digital campaigns and create a deeper connection with consumers. By leveraging DOOH in innovative ways, marketers can amplify their message beyond the screen and into the world consumers inhabit every day. This approach not only enhances engagement but also bridges the gap between digital discovery and physical purchasing, providing a holistic brand experience.
Brands that embrace this new frontier will have the opportunity to stand out in a crowded market, particularly as Gen Z continues to reshape the retail landscape with their digital-first mindset.
Michael Girgis is co-founder and principal of DIVE, a company renowned for transforming digital out-of-home (DOOH) screens with real-time, human-curated and brand-safe content.
