Home

2019 Digital Out-Of-Home (DOOH) Case Studies

2019 Digital Out-Of-Home (DOOH) Case Studies

IAB’s 2019 research estimates a $10 billion out-of-home U.S. advertising market across 3.3 million out-of-home display screens. More than ever, brands are utilizing digital out-of-home (DOOH) as a powerful component of their broader media mix. Innovative uses of DOOH continue to provide results delivering on a multitude of client KPIs such as awareness, brand trial, customer registration, retail foot traffic, event participation, online engagement, web traffic, and more.

IAB presents 19 DOOH Case Studies across a series of diverse advertising categories including automotive, business, entertainment, finance, food & beverages, retail, and social responsibility. These examples showcase the power of DOOH to accomplish specific KPIs while adding value to marketing efforts.

Automotive

Drive Traffic to Car Brand Website

Previous Case Study
Next Case Study

Drive Traffic to Car Brand Website


Vertical: Automotive

Campaign Objective: OUTFRONT brought a single red auto model to Detroit. Kruter Motors existed only in our imagination and on our billboards. We wanted to see if we could stir some interest in Motor City. The results? UNREAL.

Challenge: OUTFRONT wanted to show the power of digital billboards as not only an awareness media but also a media driving online actions.

Solution:

  • Strategically Placed: As the home to the American auto industry, Detroit was selected to showcase the power of OOH to create awareness, drive web traffic/search, and to build brands among auto industry leaders and others. Kruter Motors, a new fake brand, was launched with only the support of 30 billboards for 2 weeks.
  • Creative Excellence: OUTFRONT Studios designed the creative to be bold, boasting headlines on the verge of believability including: A.I. Carpool, solar powered paint, night vision windshield, perpetual motion mode, and zero drivers.
  • IRL to URL: Curious onlookers visited KruterMotors.com, where they learned that the car would always remain a concept. They then were guided to scroll through to learn how they could own the road with OUTFRONT.

Results:

  • 2.1M+ Consumers reached with 30 digital billboards in 2 weeks
  • 2,020+ Website visits to krutermotors.com
  • 48 SEC. Average session duration on our one page website
Previous Case Study
Next Case Study

Business

Increase Awareness and Favorability of Data Company

Previous Case Study
Next Case Study

Increase Awareness and Favorability of Data Company


Brand: Segment

Campaign Objective: Increase brand awareness.

Challenge: Segment, the customer data infrastructure company, launched a national OOH campaign to showcase how using bad data to influence real business decisions can lead to major consequences. Finding new formats to generate awareness in New York, San Francisco and Los Angeles was key to highlighting their unique creative.

Solution: Firefly’s ability to run dynamic content aligned perfectly with Segment’s national campaign. A clever creative message wishing people a good morning in the wrong city was run on Firefly’s advanced smart screens. After capturing viewers’ attentions, the punchline was revealed: What good is bad data? Segment’s brand name and logo was featured in the final frame.

The locally-influenced campaign showcased that bad data can exist anywhere at anytime, and the consequences can have a major negative impact on brands.

Results: 100% lift in brand favorability.

Learn More

Previous Case Study
Next Case Study

Generate Awareness Among Senior Decision Makers

Previous Case Study
Next Case Study

Generate Awareness Among Senior Decision Makers


Brand: Cloud Computing Services Advertiser

Campaign Objective: Generate awareness among senior executive, c-suite and technology decision makers.

Challenge: Target senior executives and key IT decision makers in all major markets.

Solution: Campaign ran in major markets targeting  select office buildings based on tenant data and account based matches.

Results: Cloud Computing Services Advertiser had very strong 63% recall among the targeted audience; 31% higher than the B2B Tech recall norm.  And, most important, 46% of the target audience took some form of action after seeing the ad.

Previous Case Study
Next Case Study

Drive Awareness Among Healthcare Professionals

Previous Case Study
Next Case Study

Drive Awareness Among Healthcare Professionals


Brand: Athena Health

Campaign Objective: Drive awareness and consideration among a target of healthcare professionals.

Challenge: Reach healthcare professionals in specific markets to generate both awareness and consideration for Athena Health.

Solution:Captivate delivered Athena Health messages to specific buildings with healthcare professionals in a test/control study to determine lift.

Results:Athena Health had a strong 53% recall among the targeted healthcare professionals. The messaging also generated a 57% effectiveness rating among the target and, most important, 56% of healthcare professionals took action after seeing the ad.

Previous Case Study
Next Case Study

Entertainment

Promote Pop Group's New Single

Previous Case Study
Next Case Study

Promote Pop Group's New Single


Brand: BTS

Campaign Objective: To promote their latest single BTS, an extremely popular Korean pop group, used a tease and reveal campaign in LA to keep fans guessing what artist would be featured along side them and what the song was going to be named.

Challenge: Digital billboards tease and reveal campaign went viral on social with a unique user generated hashtag.

Solution:

  • Tease and Reveal: The digital billboards featured just BTS at the start of the campaign. Every 24 hours a new letter appeared on the billboard spelling the word “and.” The last reveal showed consumers that BTS’s new single features artist Steve Aoki.
  • Creative Excellence: The teaser billboards were simplistic in style, featuring the colors of the single’s track. Only bold and simple letters were added to the creative as each day passed.
  • IRL to URL: The campaign went viral on social driving sparking a unique hashtag, #TheGreatBTSBillboardHunt. “BTS Billboard Hunt” became top search words, spiking when the billboards first went live and again when Steve Aoki was revealed.

Results:

  • 50.2M consumers reached on Twitter
  • 1M streams of the song in the first 4 hours it was released
  • #2 suggested search term when searching “BTS B”
Previous Case Study
Next Case Study

Drive User Registration for Fantasy Sports App

Previous Case Study
Next Case Study

Drive User Registration for Fantasy Sports App


Brand: DraftKings

Campaign Objective: Understand the quantitative impact of the OOH campaign in driving user registration.

Challenge: In 2018, NJ legalized sports betting and DraftKings was first-to-market with its Sportsbook app. A critical requirement was to be able to measure the impact of the campaign in driving registrations.

Solution: DraftKings looked to Intersection's NJ media to reach the hundreds of thousands of commuters who pass through the busiest stations each day, with immersive station dominations. DraftKings Sportsbook captivated commuters with bold creative, a compelling offer, and Jersey-specific creative messaging. The campaign leveraged Intersection's Digital Event Measurement to analyze website visits and registrations for exposed vs. non-exposed consumers.

Results: 51% lift in app registrations, compared to consumers who had not passed through targeted stations.

Previous Case Study
Next Case Study

Finance

Raise Awareness of New ATM Locations

Previous Case Study
Next Case Study

Raise Awareness of New ATM Locations


Vertical: Banking/Finance

Campaign Objective: Raise awareness of a leading global bank's new ATM locations in nearby convenience stores.

Challenge: A leading global bank sought to raise awareness of non-branch ATMs in a new group of convenience stores.

Solution: They deployed a dynamic digital LinkNYC campaign, which included a location-specific map of nearby convenience stores where consumers could find their ATMs. This campaign was measured using MFour's mobile consumer panel.

Results: 24% lift in awareness of bank ATM's availability in a major convenience store chain. 65% ad recall, exceeding MFour's 52% ad recall benchmark.

Previous Case Study
Next Case Study

Build Awareness for Bank

Previous Case Study
Next Case Study

Build Awareness for Bank


Brand: Current

Campaign Objective: Increase brand awareness.

Challenge: Current, the bank for modern life, was looking to generate brand awareness amongst users during a rapid growth and funding period in New York City and San Francisco.

Solution: Current looked to Firefly to connect directly with consumers on their daily journey. The campaign messaging showcased on Firefly's smart screens drove customers to Current's website and social channels.

Results: The seven week multi-market campaign helped Current boost brand awareness with a 40% lift in brand awareness and 42% lift in brand recall.

Learn More

Previous Case Study
Next Case Study

Increase Web Traffic for Credit Card Company

Previous Case Study
Next Case Study

Increase Web Traffic for Credit Card Company


Brand: BREX

Campaign Objective: Increase web site traffic in targeted urban location.

Challenge: Creatively increase website traffic to business professionals in targeted neighborhoods.

Solution: Through custom, full-motion creatives using dynamic content optimization, this brand was able to leverage Firefly's technology to deliver the right message 
at the right time to reach their target audience. Consumers were shown a variety of creatives intended to drive to the brand web site visits. The campaign ran in San Francisco for 4 weeks.

Results: The campaign was able to reach potential customers, which lead to 90% lift in web site traffic. Of the 82,700 unique devices exposed to the campaign, 1,825 visited website - 90% more than the unexposed group.

Learn More

Previous Case Study
Next Case Study

Food & Beverage

Create Awareness and Excitement for Beverage Brand

Previous Case Study
Next Case Study

Create Awareness and Excitement for Beverage Brand


Brand: Pepsi MAX

Campaign Objective: Creating a multi-channel campaign to reach participants of the Pepsi Taste Challenge when they are later shopping.

Challenge: Pepsi MAX - Retargeting Fans with Programmatic DOOH.

Solution: Using a mobile app and beacon technology, Omnicom and Platform161, created a hyper-targeted programmatic DOOH campaign that triggered instantly in select malls when a Taste Test participant entered the mall. The moment the ad was triggered the entire mall network displayed the Pepsi MAX ad takeover.

Results: Awareness, brand excitement.

Learn More

Previous Case Study
Next Case Study

Engage Teen Audiences with Gamified DOOH

Previous Case Study
Next Case Study

Engage Teen Audiences with Gamified DOOH


Brand: Fanta, a Coca-Cola brand

Campaign Objective: Reach and engage teenagers to drive awareness for Fanta through a gamified digital out of home activation and digital content hub.

Challenge: Today’s connected teenagers are difficult to reach and engage with traditional advertising. Fanta wanted to find a way to connect with this audience in a unique, interactive, and memorable way.

Solution: A shopping centre DOOH unit was set up with a microphone allowing the custom Fanta game displayed on the screen to be voice activated, effectively making the audience’s mouths the controller and center-piece of the game. Passersby were encouraged with a free Fanta to play the DOOH game, creating excitement and buzz amongst the mall visitors.

Results:

The overall campaign was successful at reaching and engaging the teen audiences through both the digital content hub and the gamified digital out of home activation.

  • During the DOOH activation, Fanta incentivized people by offering a free can of the beverage for every game play - 1,500 cans were distributed
  • An average of 83 participants played the DOOH game per hour (during activation times of 2 -8 pm)
  • 2,9113,210 minutes of gameplay or 202 days’ worth of shouting Fanta (DOOH & online activity)
Previous Case Study
Next Case Study

Drive Website Visits and Attribute Traffic for Online Grocer

Previous Case Study
Next Case Study

Drive Website Visits and Attribute Traffic for Online Grocer


Brand: FreshDirect

Campaign Objective: Leverage OOH media to drive website traffic. Success metrics: (1) number of website visits (2) cost per website visit.

Challenge: Leading online grocer, FreshDirect, wanted to run a high-impact OOH campaign in NYC that could directly track traffic to their website, leveraging Intersection's Digital Event Measurement attribution product.

Solution: The campaign targeted all neighborhoods in NYC using the LinkNYC network of digital screens. The campaign leveraged Intersection's media supply and proprietary technology to attribute digital actions to OOH campaign exposure.

Results: The campaign not only demonstrated the ability to perform attribution for OOH, but generated an attractive cost per site visit and yielded data that allowed for in-flight optimization. 0.22% of people exposed converted on the website, which led to 41,000 conversions. The cost per site visit was competitive in comparison to other digital channels.

Previous Case Study
Next Case Study

Drive Awareness of Food Delivery App Features

Previous Case Study
Next Case Study

Drive Awareness of Food Delivery App Features


Brand: Foodora

Campaign Objective: While Foodora is popular for delivery, the brand's pick-up option isn't as well-known; Build Awareness.

Challenge: Using Programmatic DOOH to Reach 1 million plus viewers.

Solution: A creative campaign that delivered custom messages based on weather and the geo-location of each sign. The campaign was bought and managed by Foodora's in-house digital media team using OUTMoove DSP and ECN screens.

Results: 3X lift in pick-up sales for key locations.

Learn More

Previous Case Study
Next Case Study

Retail

Drive Seasonal Retail Traffic While Gaining Insights

Previous Case Study
Next Case Study

Drive Seasonal Retail Traffic While Gaining Insights


Brand: Leading Wireless Carrier

Campaign Objective: Drive seasonal retail traffic while testing campaign creative options.

Challenge: Prove OOH ROI during holiday season; parlay campaign performance into campaign insights (consumer and creative) for future planning.

Solution: The brand leveraged Cuebiq Attribution to measure its OOH ad effectiveness and consumer engagement for a campaign that ran between October and December 2018. Upon campaign completion, Cuebiq provided its Attribution reporting, which allowed the brand to prove campaign ROI, understand brand uplift, gain insights on time of visit and time spent in store, analyze impression effectiveness in driving visits and brand loyalty, and more.

Results:

  • ROI Outperformed Telecom and OOH Channel Benchmarks; 153% uplift, +9% campaign visit rates.
  • Consumers' Offline Behaviors:
    • 4% of consumers spent 3-15 minutes in store, while an additional 24% spent between 15 and 30 minutes in store.
    • 41% of consumers who visited a carrier location after seeing the ad went within 3 days after exposure, although 21% of consumers visited the store 10+ days after seeing the ad, showing the lasting impact of OOH advertising, as consumers remembered it even 10+ days after exposure.
    • Friday and Saturday afternoons were the busiest times for consumers to visit the stores, with 2 in 3 visits occurring then.
  • Audience Affinity & Cross-Shopping Behaviors:
    • The consumers who visited the carrier’s stores display cross-shopping behaviors at big box and department stores, as well as consumer electronics.
Previous Case Study
Next Case Study

Drive Web Traffic to Mobile Stores

Previous Case Study
Next Case Study

Drive Web Traffic to Mobile Stores


Brand: Rideshare Vehicles

Campaign Objective: The goal of the campaign was to drive visits to their client’s mobile stores by increasing awareness and sign-ups via text messages.

Challenge: Incorporating privacy compliant location data into a cutting edge out-of-home campaign.

Solution: Mobilads wrapped and placed headrest organizers in 200 rideshare vehicles in Atlanta and Houston. The call to action was to subscribe to text message alerts about the mobile stores’ locations. The campaign ran for 30 days. Mobilads also reinforced these OOH ads with digital ads. To accomplish this, they built a retargeting campaign to reach audiences seen near the 200 rideshare vehicles throughout the day.

Results:

  • 2.75x higher visitation rate. Those exposed to the wrapped vehicles were 2.75x more likely to visit a mobile store compared to those who didn't see the ads.
  • 2.5x higher click-through rate. The retargeting campaign drove a 2.5x higher click-through rate from those who were targeted based on their proximity to the vehicles compared to those retargeted from search. The campaign was expanded to two additional markets.

Learn More

Previous Case Study
Next Case Study

Increase Mall Traffic Nationwide

Previous Case Study
Next Case Study

Increase Mall Traffic Nationwide


Brand: Starlite

Campaign Objective: Drive sales and introduce dynamic advertising in shopping centers across the US; fuel rapid digital expansion.

Challenge: Elevating the Shopping Center Experience with DOOH.

Solution: Using Broadsign, Starlite is able to rapidly deploy digital displays that support full-motion video, audio, programmatic advertising, and other tools that drive significant sales lift is partner stores.

Results: 14.5% sales lift due to Digital Screens alone.

Learn More

Previous Case Study
Next Case Study

Drive Awareness of New Store Location

Previous Case Study
Next Case Study

Drive Awareness of New Store Location


Brand: A leading personal care and beauty store

Campaign Objective: A leading personal care and beauty store wished to drive awareness of its fall store opening in Brooklyn. The retail brand utilized Liveboards in 8 subway stations to drive interest for makeup lovers.

Challenge: We drove high prompted ad recall and intent to take action for the retail brand.

Solution:

  • Strategically Placed: The retail brand chose to advertise along the L train subway line so it was in close proximity to where the new store was opening.
  • Creative Excellence: The advertisements took advantage of OUTFRONT’s bold Liveboards presence in the station. Creative featured three women each with a different makeup style and indicating when and where the store was opening  The campaign drove ad recall and intent to take action after exposure to the ads.

Results:

  • The campaign drove ad recall and intent to take action after exposure to the ads
  • 51% of commuters who noticed the liveboards recalled the retail brand's ad
  • 54% of those who recalled the ad are likely to recommend the retail brand
  • 46% of those who recalled the ad are likely to purchase products
  • 43% of those who recalled the ad are likely to search online or visit the retail brand's website
  • 28% of those who recalled the ad are likely to mention, like, share, or follow the retail brand on social media
Previous Case Study
Next Case Study

Increase Foot Traffic at Flagship Store

Previous Case Study
Next Case Study

Increase Foot Traffic at Flagship Store


Brand: PUMA

Campaign Objective: Increase foot traffic to PUMA 5th Ave Flagship in NYC.

Challenge: Puma leveraged Firefly’s street-level digital media network to generate awareness of the first North American Puma Flagship store opening on Fifth Avenue. After the August 29 grand opening, Puma continued to drive consumers in-store with Firefly.

Solution: Puma utilized Firefly’s creative solutions to target their audience across New York City. Pairing bold messaging with in-motion background graphics, the smart screens announced the grand opening and directed consumers to the new Puma location.  People exposed to the campaign were 1.4X more likely to visit the Fifth Avenue Flagship store.

Results: 136% increase in foot traffic to Puma's Fifth Avenue Flagship store.

Learn More

Previous Case Study
Next Case Study

Social Responsibility

Build Awareness of World LGBTQIA+ Pride

Previous Case Study
Next Case Study

Build Awareness of World LGBTQIA+ Pride


Brand: OUTFRONT Media

Campaign Objective: OUTFRONT Media invited LGBTQIA+ and Allies to share their pride on a Times Square billboard and throughout subway stations in New York City during the World Pride closing ceremony.

Challenge: Drive pride supporters to share their pride on social media using an exclusive Facebook Effect for a chance to be featured on a digital billboard in Times Square during the closing ceremony of World Pride.

Solution:

  • Strategically Placed: From June 24 to June 30, we ran a promotional ad across the NYC Liveboard network and promoted the unique opportunity for people to share their messages of pride on social media.
  • IRL to URL: Participants scanned the featured QR code or visited the web link via social media for access to the exclusive Facebook Effect. A chatbot opened on Facebook where they could create and share their pride message.
  • Loud and Proud: Submitted content was shared on a Times Square Billboard and the NYC Liveboard network during the World Pride Closing Ceremony.

Results:

  • 140+ Pride messages featured on the DOOH
  • 4.5M people estimated in NYC IRL to celebrate pride
  • 85.2M+ people reached digitally

Learn More

Previous Case Study
Next Case Study