Work that Works: IAB Releases 19 New Digital OOH Case Studies

Aiming to prove OOH39s ability to build brands and drive online engagement OUTFRONT Media chose to run a test focusing on Michigan39s Motor City Back in April the outdoor advertising and media company brought a single red vehicle to Detroit amp8212 a Kruter Motors39 car that existed only in the imaginations of OUTFRONT creatives and billboards The goal was to see how much interest OUTFRONT could drive for the fictitious car The results were unreal In just two weeks the campaign led to more than 2000 website hits and a 38 percent ad recall with 84 percent of those polled reporting taking either an offline or online actionWithin two weeks the OUTFRONT team was able to build a brand for a nonexistent product with zero legacy awareness using only 30 digital billboards in one city The implications for OOH ad campaigns amp8212 especially when paired with other types of media amp8212 are overwhelmingly positiveThe digital OOH committee at the IAB collected 19 case studies that show how OOH can drive myriad KPIs across seven categories automotive business entertainment finance food and beverage retail and social responsibility Click here to access the full stories Highlights are belowAutomotiveThe Kruter Motors39 Story Proved the efficacy of OOH by driving actions taken brand awareness and website trafficBusinessAthena Health Drove awareness among healthcare professionals Saw 53 percent recall among its target audience with 56 percent taking an actionCloud Computing Services Advertiser Generated awareness among senior decisionmakers Saw 63 percent recall among the target audience with 46 percent taking an actionSegment Increased awareness of a data company while also achieving a 100 percent lift in brand favorabilityEntertainmentBTS Promoted a pop group39s new single The billboard drove a unique usergenerated hashtag reaching more than 502 million consumers on Twitter aloneDraftKings Drove user registration for the fantasy sports app Saw a 51 percent lift inapp registrations compared to consumers who were not exposed to the OOH adsFinanceLarge Bank Raised awareness of new ATM locations Saw a 24 percent lift in awareness of ATM availability in a major convenience store chainCurrent Bank Gained a 40 percent lift in brand awareness with a 42 percent lift in brand recallBREX Increased web traffic for BREX by 90 percent Those exposed to the OOH advertisement were 90 percent more likely to visit the website than the unexposed groupFood ampamp BeveragePepsi MAX Created awareness and excitement for Pepsi MAX A hypertargeted programmatic campaign triggered instantly when a tastetest participant entered the mall driving surprise and delightFanta CocaCola Company Engaged a teen audience with gamified DOOH Saw more than 29 million minutes of gameplayFreshDirect Drove website traffic visits Generated an attractive costpervisit and yielded data for inflight optimizationFoodora Drove awareness of food delivery app features Saw three times the lift in pickup sales for key locationsRetailLeading Wireless Carrier Drove seasonal retail traffic gaining a 153 percent uplift in visit ratesRideshare Vehicles Drove web traffic to mobile stores Those exposed were 275 times more likely to visit a mobile store compared to those who were notStarlite Drove a 145 percent increase in sales directly attributed to the digital screensLeading Beauty Store Increased awareness of a new store location Saw that of those exposed 51 percent recalled the ad with 46 percent likely to purchase productsPUMA Increased foot traffic by 148 percent at the target flagship storeSocial ResponsibilityOUTFRONT PRIDE Built awareness of LGBTQIA around the World Pride closing ceremony More than 140 pride messages featured on the billboard reached over 852 million people digitallyOOH continues to leverage new technology to make campaigns more relevant responsive and effective across any brand KPI Above all it39s helping to connect brands with audiences in meaningful and effective waysClick the social buttons to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Work that Works: IAB Releases 19 New Digital OOH Case Studies

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Elizabeth Rave

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Work that Works: IAB Releases 19 New Digital OOH Case Studies

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